The document is an editorial style guide from Brighter Collective, a marketing agency. It provides guidance on representing the company's brand through writing. It defines an editorial style guide as a reference manual for consistent internal and external communications. The style guide emphasizes writing with an authentic, confident, intelligent and eager tone while still being intentional and casual. It outlines the company's message architecture and discusses representing their brand as an "adaptive agency" that focuses on delivering value over defined scopes of work. The guide aims to help writers understand and effectively communicate the company's vision.
Unraveling the Mystery of The Circleville Letters.pptx
What is an Editorial Style Guide?
1. Brighter Collective
Editorial Style Guide
Prepared by Brighter
Andrew Kaufman – Senior Content Strategist
akaufman@brightercollective.com | 310 857 2915
12115 West Bluff Creek Drive Los Angeles CA 90094
www.brightercollective.com
3. What is an Editorial Style Guide?
It’s a manual of general rules
and guidance for all internal and
external communication.
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4. What is an Editorial Style Guide?
It’s not a bible
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5. What is an Editorial Style Guide?
It’s a reference
guide
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6. What is an Editorial Style Guide?
To help promote consistency
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7. What is an Editorial Style Guide?
Not uniformity
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8. What is an Editorial Style Guide?
Why do we need this guide?
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10. What is an Editorial Style Guide?
Learn
how to communicate the core brand messages and values that
help differentiate Brighter from other organizations.
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11. What is an Editorial Style Guide?
Improve
your written communication skills by learning the basic
principles of good writing across different channels.
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12. What is an Editorial Style Guide?
Help
promote consistency in all communications, from the
smallest details to the largest messages.
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15. Message Architecture
Confident
We immerse ourselves in our client’s organizations to truly
understand what they need to achieve their goals...
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16. Message Architecture
Supportive
We share our knowledge and expertise to support our
clients in making the changes they need to adapt their
business and position it for sustainable growth…
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18. Message Architecture
Responsible
We create big-picture strategies grounded in the little, day-today details because we know that a strategy is only useful if
it’s executable and scalable…
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24. Voice & Tone
Brighter’s Tone of Voice
Authentic
but not sentimental or folksy
Confident
but not arrogant or aggressive
Intelligent
but not condescending
Eager
but not annoying
Casual
but not laidback
Intentional
but not rigid
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26. Voice & Tone
Authentic
• Write how you would talk to a good friend.
• Use plain, natural language.
• Avoid corporate buzzwords or jargon.
• Omit needless words.
• Don’t use too many adjectives and modifiers.
• Show, don’t tell.
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27. Voice & Tone
Good Example
“We don’t speculate. We roll up our sleeves and do
research using a variety of tools, including social
listening software, lots of data and, yes, even
books.”
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28. Voice & Tone
Bad Example
“We like to think outside the box in order to synthesize
learnings and provide actionable insights. By leveraging
industry leading cross-platform solutions, our dynamic,
experienced team of visionaries is able to deliver high level
mission-critical analysis and best practice recommendations
designed to help empower you to take your business to the
next level.”
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30. Voice & Tone
Confident
• Don’t make bold claims or boasts.
• Use active sentences and constructions.
• Be direct, not hesitant.
• Don’t over promise.
• Use facts and real-world examples.
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31. Voice & Tone
Good Example
“BRIGHTER’s marketing campaign intelligence and
business consulting solutions produce the vital
evidence and data that is used by marketing
professionals, CEOs, content producers, publishers
and studio executives alike.”
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32. Voice & Tone
Bad Example
“To say that we’re a world-class organization would
be an understatement. Our flawless track record
makes us the top choice for companies looking to
increase conversions and positive brand sentiment
– no matter what your budget is.”
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34. Voice & Tone
Intelligent
• Strive for clarity and comprehension.
• Make bold statements, but not fanciful ones.
• Speak with authority, but not without humility.
• Respect the intelligence of your readers.
• Don’t keep repeating the same idea or point.
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35. Voice & Tone
Good Example
“We believe the secret ingredient to brand
awareness and loyalty lies somewhere between
experience, authenticity and engagement.”
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36. Voice & Tone
Bad Example
“Our brand-centric expertise can help make your
company become a household name by
emphasizing systematic congruency and
consistency across multiple channels.”
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38. Voice & Tone
Eager
• Use warm and simple language.
• Convey a positive sentiment.
• Be genuinely interested in making things better.
• Care about the details.
• Avoid sounding stiff, academic or somber.
• Avoid sounding annoyed or impatient.
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39. Voice & Tone
Good Example
“I’d love to get your Google Analytics login
information when you get a chance. I’m excited to
get a first-hand look at the data to see if we can find
any trends that might be helpful.”
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40. Voice & Tone
Bad Example
“Hey, can I get that Google Analytics login info? I
really want to start crunching the numbers and I
need the password to get in.”
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42. Voice & Tone
Casual
• Write like you speak.
• Use contractions – we’re, it’s – not full form.
• No marketing terms unless absolutely required.
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43. Voice & Tone
Good Example
“We call Los Angeles our home. And just like our
hometown, we know how to have fun.”
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44. Voice & Tone
Bad Example
“Welcome to our website. We are a digital marketing
agency based in Los Angeles, California. Our
portfolio of clients includes numerous Fortune 500
companies. Our cutting-edge work redefines what
can and cannot be done.”
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46. Voice & Tone
Intentional
• Each word and paragraph has a purpose.
• Only contribute if an idea or thought is needed.
• Don’t talk to talk or add words just to be involved.
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47. Voice & Tone
Good Example
“We are an adaptive marketing agency that
embraces change in a pursuit for improvement.”
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48. Voice & Tone
Bad Example
“The industry is constantly experiencing change.
Change is a way of life.”
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50. Who we are
“We are an Adaptive Agency…”
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51. Who we are
“We are not a
[marketing company]
[technology company]
[content company]
…”
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52. Who we are
What does that mean?
Adaptive agencies differ from traditional agencies in
significant ways the most important difference is that
traditional agencies focus on accomplishing a
defined “scope of work.” Adaptive agencies work
toward delivering a “scope of value.”
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54. More
What else is in the Editorial Style Guide?
• How to use our name and tagline
• What it means to be an adaptive agency
• Scripts for how to explain our brand/vision
• Tips on writing fundamentals
• Advice on understanding your audience
• Common written and verbal errors
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As a representative of the Brighter brand, you should always strive to provide a consistent voice and tone in your written and verbal communications. Whether you’re writing an email, blog post, conference presentation or speech, try to keep in mind that the key messages discussed in the messaging architecture should serve as the foundation for all communication.
Voice has to do with the personality of the author – who is talking. While we all have different ways of thinking about the universe and expressing how we feel, when you’re writing on behalf of an organization or brand, it’s helpful to think of the organization as if it’s a person - what would they be like, how would they talk, what would their voice be?
Tone isn’t about what you say; it’s about how you say it…And how you say something usually depends on how you feel about what you’re saying.When writing, your tone can be influenced by: Your choice of wordsThe details you include, as well as those you leave outThe sentence structure you useHow you address your reader
Active vs. Passive: With active voice, the subject is doing the action. “Steve loves Amy.” Passive voice would be “Amy is loved by Steve”Be direct: Use “do” and “will” not “can” or “could”
There is only one, correct way to refer to Brighter
There is only one, correct way to refer to Brighter
