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

What is an Editorial Style Guide?

What is an Editorial Style Guide?

Confidential and Proprietary | 3

It’s a manual of general rules and guidance for all

internal and external communication.

It’s not a bible

What is an Editorial Style Guide?

Confidential and Proprietary | 4

It’s a reference guide

What is an Editorial Style Guide?

Confidential and Proprietary | 5

To help promote consistency

What is an Editorial Style Guide?

Confidential and Proprietary | 6

Not uniformity

What is an Editorial Style Guide?

Confidential and Proprietary | 7

What is an Editorial Style Guide?

Confidential and Proprietary | 8

Why do we need this guide?

How will this guide help me?

Learn

What is an Editorial Style Guide?

Confidential and Proprietary | 10

how to communicate the core brand messages and values that help differentiate Brighter from other organizations.

Improve

What is an Editorial Style Guide?

Confidential and Proprietary | 11

your written communication skills by learning the basic principles of good writing across different channels.

Help

What is an Editorial Style Guide?

Confidential and Proprietary | 12

promote consistency in all communications, from the smallest details to the largest messages.

Message Architecture

What we want our audience to think

Message Architecture

Confidential and Proprietary | 14

is

Confident

Message Architecture

Confidential and Proprietary | 15

We immerse ourselves in our client’s organizations to truly understand what they need to achieve their goals...

Supportive

Message Architecture

Confidential and Proprietary | 16

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…

Thorough

Message Architecture

Confidential and Proprietary | 17

We take the time to understand our client’s challenges in their entirety…

Responsible

Message Architecture

Confidential and Proprietary | 18

We create big-picture strategies grounded in the little, day-to-day details because we know that a strategy is only useful if it’s executable and scalable…

Enthusiastic

Message Architecture

Confidential and Proprietary | 19

We love what we do: it’s that simple…

Voice & Tone

VoiceVoice & Tone

Confidential and Proprietary | 21

ToneVoice & Tone

Confidential and Proprietary | 22

What is Brighter’s Tone of Voice?

Authentic

Confident

Intelligent

Eager

Casual

Intentional

Voice & Tone

Brighter’s Tone of Voice

Confidential and Proprietary | 24

but not sentimental or folksy

but not arrogant or aggressive

but not condescending

but not annoying

but not laidback

but not rigid

How to be Authentic

Voice & Tone

Confidential and Proprietary | 26

• 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.

Authentic

Good Example

Voice & Tone

Confidential and Proprietary | 27

“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.”

Bad Example

Voice & Tone

Confidential and Proprietary | 28

“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.”

How to be Confident

Voice & Tone

Confidential and Proprietary | 30

• 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.

Confident

Good Example

Voice & Tone

Confidential and Proprietary | 31

“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.”

Bad Example

Voice & Tone

Confidential and Proprietary | 32

“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.”

How to be Intelligent

Voice & Tone

Confidential and Proprietary | 34

• 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.

Intelligent

Good Example

Voice & Tone

Confidential and Proprietary | 35

“We believe the secret ingredient to brand awareness and loyalty lies somewhere between experience, authenticity and engagement.”

Bad Example

Voice & Tone

Confidential and Proprietary | 36

“Our brand-centric expertise can help make your company become a household name by emphasizing systematic congruency and consistency across multiple channels.”

How to be Eager

Voice & Tone

Confidential and Proprietary | 38

• 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.

Eager

Good Example

Voice & Tone

Confidential and Proprietary | 39

“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.”

Bad Example

Voice & Tone

Confidential and Proprietary | 40

“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.”

How to be Casual

Voice & Tone

Confidential and Proprietary | 42

• Write like you speak.

• Use contractions – we’re, it’s – not full form.

• No marketing terms unless absolutely

required.

Casual

Good Example

Voice & Tone

Confidential and Proprietary | 43

“We call Los Angeles our home. And just like our hometown, we know how to have fun.”

Bad Example

Voice & Tone

Confidential and Proprietary | 44

“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.”

How to be Intentional

Voice & Tone

Confidential and Proprietary | 46

• 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.

Intentional

Good Example

Voice & Tone

Confidential and Proprietary | 47

“We are an adaptive marketing agency that embraces change in a pursuit for improvement.”

Bad Example

Voice & Tone

Confidential and Proprietary | 48

“The industry is constantly experiencing change. Change is a way of life.”

Who we are

Who we are

Confidential and Proprietary | 50

“We are an Adaptive Agency…”

Who we are

Confidential and Proprietary | 51

“We are not a [marketing company] [technology company] [content company]

…”

What does that mean?

Who we are

Confidential and Proprietary | 52

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.”

But that’s not all…

More

Confidential and Proprietary | 54

• 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

What else is in the Editorial Style Guide?

55

Go forth and represent Brighter well!

ThankYou.