Join Nigel French for an in-depth discussion in this video Exploring position statement and voice, part of Developing a Style Guide.
In this chapter, I'm going to drill down to the various different sections…of the style guide.…The purpose of the position statement is to make explicit where your…business stands in relation to its competitors without saying anything…negative about your competitors.…What's the status of your business within its industry? Is it new, established,…innovative, pioneering?…This should be short, and its tone in keeping with whatever tone you've adopted…as your brand voice.…
Not everyone using your style guide will be as familiar with the brand as you are.…The position statement is your opportunity to clue them in on what your company is all about.…The style guide is not just about maintaining a consistent look, but also about…maintaining a consistent tone.…The tone of your written communication plays a significant part in…developing your brand's style.…Your style guard should be an example of the writing tone you use, but it's also…worth spelling it out.…
In the example of the Roux Academy, the style should be plain-spoken,…
- Understanding how style guides fit into the branding process
- Who is a style guide for?
- Formatting the guide
- Deciding what to include
- Identifying your position statement and voice
- Working with logos and typography
- Formalizing brand colors
- Working with images