Editorial Style

An editorial style for a brand refers to a consistent and intentional approach to the language, tone, and writing style used in the brand's communication materials, including content such as articles, blog posts, social media posts, and other written content. This style guide helps maintain a unified and recognizable voice across various channels, reflecting the brand's personality and values.

Developing and adhering to an editorial style guide is essential for maintaining a strong and recognizable brand voice. It helps ensure that every piece of written communication, regardless of the author or platform, aligns with the brand's identity and resonates with its target audience.

Below are examples of types of content to put into this section.

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Use active language; avoid passive.

Avoid jargon; write plainly.

Avoid too many metaphors; be direct.

Use positive language; avoid negative words.

Underscore content follows AP Style, with some exceptions. Key things to note:

Numbers: Write out numbers nine and under, unless for dollar amounts, percentages, or times. Use numerals for 10 and above. (We hired four new team members, but we have a staff of 14. We all got $5, and we only saved 4%.)

Percentages: Use the % symbol. (Revenue increased by 25% last quarter.)

Colons: Capitalize the first word of the next sentence. (Just like this bullet point.)

Bullet points: End bullets with periods. To do that, turn a fragment into a full sentence. Exception: If your list only includes names or objects, do not use periods. (Just like these bullet points.)

Commas: Yes, Oxford comma.

Capitalization: Capitalize words in headings and subheadings, except for determiners (a, an, the), conjunctions (and, but, if), and pronouns (her, he) that have three letters or less. (This, They, From, and Although should be capitalized.)

Abbreviations: Do not use periods in abbreviations. (We live in the USA. She got her MBA. You are OK.)

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Trademarks⁠

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