Have you ever, as a customer, had an experience with a company that surprised you because of the way it to communicate? Because of the creativity and freshness of its messages, the formats it uses, the moments it chooses to engage, and the approachability or professionalism it conveys All these aspects project an image that the public picks up on and which makes them feel more or less drawn to the brand; and that is why it is so important to pay close attention to the way in which an organisation communicates with the outside world.
In this post, we’d like to tell you about the communication style guide, an essential document for designing a corporate communications plan.
Style and tone: it’s not ‘what’ is said, but ‘how’ it is said
Communication comprises a range of factors that underpin, and indeed determine, a brand’s image; among these factors are the style and tone chosen to convey intangible values such as trust, expertise and transparency.
This also applies to the intrapersonal sphere, where a message can take on a completely different meaning depending on the tone used. In fact, using the wrong tone can lead to misunderstandings. Well, exactly the same thing happens in the corporate world: if no communication style guide is established, messages will lack personality and there may even be communication breakdowns.
Don’t confuse the style with the tone of the communication
It is important that, as well as choosing the right message and words, we think carefully about the tone and style we will use. Let’s start by looking at the differences between tone and style!
Tone refers to the attitude, emotion or disposition that the communicator conveys through the message. It can convey emotions such as joy, sadness, anger and sympathy, amongst others. Tone can vary depending on the communicator’s intention and can influence how the message is perceived. For example, a message may have a friendly and understanding tone or a critical and sarcastic tone.
On the other hand, style refers to the way in which the message is presented, including word choice, sentence structure, grammar and other linguistic aspects. Style can vary depending on the context and the intended audience. It can be formal, informal, technical or poetic, amongst others. The style of communication influences the clarity and impact of the message.
What is the purpose of a communication style guide, and what key points does it cover?
A communication style guide is an essential tool for any organisation and serves to set out clear guidelines on how to communicate both internally and externally on behalf of the company.
The guide must have certain characteristics, such as: consistency, so that all messages share the same tone and style; professionalism, to convey the quality of the service and inspire confidence; clarity, which contributes to transparency and understanding; time-saving, as it streamlines the process of creating new messages; guidance for employees, helping them to know how to communicate on behalf of the company; brand protection, preventing inappropriate communication and strengthening the brand image; and adaptability, ensuring that messages flow smoothly across different channels.
Steps for creating a communication style guide
Now that you know how important the tone and style of communication are in conveying a message, all that remains is to look at the steps involved in creating a style guide – let’s get started!
Define the objectives of the message: Before you begin, set out the objectives of the style guide. What do you want to achieve with this guide? What specific aspects of communication do you want to address?
Identify the audience: Determine who the style guide is intended for. Is it aimed at employees, copywriters, external agencies, or everyone involved in the company’s communications?
Analyses the current state of the company’s communications: Review the organisation’s existing communications, such as emails, documents, social media posts, advertisements, etc. Assess how it is currently communicating and which areas need improvement.
Establishes principles and values: sets out the company’s principles and values, which must be reflected in the communication. This includes the mission, vision, corporate culture and brand identity.
Set the tone: Think about how you want the company’s communications to sound: friendly, formal, technical, accessible, straightforward, fun…?
Set out some specific style guidelines: such as the use of capital letters, grammar, punctuation, sentence length and other linguistic aspects. Make sure these are consistent with the brand image.
It includes some examples and guidance for the media: provide specific examples of how to apply the style guidelines in real-life situations and create templates that staff can use for documents, presentations and other types of communication. It is also important to provide practical examples for various media and channels, such as: online press, social media, review sites, directories, online and offline events
Discover the four communication styles: Which one would you use in your speech?
The answer is: it depends. It depends on the context, the purpose of the message, the content, the target audience and the sender’s brand image. Below, we’ll give you a broad overview of the four styles of corporate communication.
Internal communication
Its aim is to keep employees informed, engaged and aligned with the company’s objectives. It refers to all messages distributed solely amongst a company’s employees, generally relating to company policies, updates to procedures, changes, corporate culture, etc. They should be direct, detailed and easy to understand. Depending on the content, you can adopt a more or less relaxed tone.
External communications
External communication is aimed at parties outside the organisation, such as customers, suppliers, investors, the media and the general public. Its aim is to build and maintain a good reputation, promote products or services, attract investors and foster positive relationships with the business community. This can take the form of advertising campaigns, public relations, a social media presence and other channels.
Crisis communication
When an organisation is faced with crisis situations, such as natural disasters, scandals, security issues or public health concerns, crisis communication becomes crucial. This type of communication focuses on managing public perception and providing accurate and timely information to mitigate the negative impact on the company’s reputation. Crisis communication requires a swift and effective response to maintain the stakeholder confidence.
Strategic communication
Strategic communication involves the planning and implementation of strategies to achieve organisational objectives specific areas. This may include brand management, fostering a strong corporate culture, implementing organisational changes and influencing decision-making. It focuses on aligning communication with the company’s vision and mission, as well as contributing to its long-term success.
And finally, don’t forget that the communication style guide should be a living document, updated as and when necessary to adapt to changes within the organisation and to new trends. Subscribe to Educa.Pro and learn much more about business management, marketing, communication and business!
