What’s a copy style guide? (ultimate guide for startups)
This article was written by Oli West, founder of CopyStyleGuide.com. Oli is a senior copywriter and has been writing for startups for over a decade.
It’s common to wear several hats at an early-stage startup.
A software engineer might own the product roadmap. A marketer might help the founder prepare the next pitch deck. A designer might draft the homepage copy. The founder might lead customer support.
And at some point, everybody writes customer-facing copy. And they all write their way.
Some will be more formal than others. Some will use more excitable language. And some will focus on the company’s achievements more than the customer benefits.
Having worked with dozens of early-stage startups, I can say this is true in most cases.
It’s inspiring to see everyone getting involved to drive the company forward. But when I put on my own copywriting hat, the problem becomes clear:
Without a clear set of writing guidelines, a startup will often fail to communicate with customers in a consistent and identifiable tone.
This can be damaging in many ways (I’ll get to this later on), but the biggest problem is that it erodes trust - customers are less likely to consider your startup a reliable and credible solution to their needs if its communication style is unpolished and disjointed.
Customers want to deal with brands they can trust. Predictable behaviour (the way your startup communicates and acts) goes a lot way to building this trust.
This is where a copy style guide comes in…
A style guide contains specific guidelines that will help your whole team write in a consistent and unified voice.
If you’re a startup founder or marketer looking to improve the consistency and professionalism of your written content, a copy style guide might be just what you need…
Get your own copy style guide in 5 minutes!
1. Take the tone of voice test to identify your startup’s TOV.
2. Get your personalised copy style guide.
3. Connect more effectively with your customers.
What is a copy style guide?
A copy style guide is a set of rules and best practices for creating consistent, high-quality written content across your startup.
It serves as a reference for your team, helping them stick to a unified writing style and tone that reflects your startup’s unique identity.
Depending on who you ask, a copy style guide can go by other names:
Copywriting style guide
Content style guide
Writing guidelines
Personally, I call it a copy style guide. But there’s no right or wrong.
Think of a copy style guide as the playbook for your startup’s written communication, covering everything from grammar and punctuation to formatting, terminology and tone of voice.
It makes sure that your messaging is consistent across every channel - website, social media, emails, marketing materials, customer support live chat and more.
This consistency not only makes your content look more professional but also helps build trust with your audience.
For example, a startup that focuses on simplifying project management for small businesses might adopt a friendly, approachable and jargon-free tone in its copy style guide.
This would ensure that every piece of content, whether it’s a blog post or a newsletter, resonates with its target audience and effectively communicates its core values.
The benefits of a copy style guide
Now we know what a copy style guide is, let’s take a look at the many benefits it offers.
1. Consistent copy across all channels
A copy style guide ensures that your startup’s voice remains consistent across all channels and platforms.
This means your website, social media posts, marketing materials and even customer support interactions will have a unified tone and style.
This can help make your startup’s brand instantly recognisable and memorable.
2. More trust and credibility
When your content is consistent and well-written, it projects professionalism and reliability. And this helps build trust with your target audience.
3. Less time and effort
With a copy style guide in place, your team won’t have to waste time debating grammar, punctuation or tone.
Everyone will be on the same page (literally), which means your team can focus on creating amazing content rather than getting bogged down in details.
4. Easier onboarding
Bringing a new team member on board? No problem… a copy style guide makes it simple for newcomers to understand your startup’s writing style and adopt to its tone and style from the get-go.
I can say from first-hand experience, it works wonders for freelancers too.
5. Fewer errors
We all make mistakes. But having a copy style guide as a reference can help reduce errors and inconsistencies in our content. This helps keep your startup’s image polished and professional.
6. Stronger brand identity
A well-defined writing style that reflects your startup’s personality can make a lasting impression on your audience.
By consistently using your unique voice, you’ll establish a strong brand identity that sets you apart from the competition.
Copy style guide vs brand guide
A copy style guide isn’t the same as brand guides, though they are a little similar. Often, a copy style guide is actually included within brand guides.
Copy style guide
As we’ve seen, a copy style guide focuses on the written aspects of a startup’s brand. It helps you communicate with a consistent voice, tone and style.
A copy style guide includes:
Grammar and punctuation rules
Formatting and structure
Terminology and jargon usage
Tone of voice
Guidelines for specific types of content (e.g. blog posts, emails, social media posts)
Brand guide
A brand guide covers the broader visual and conceptual elements of your startup’s identity.
It’s like the big sibling of the copy style guide, encompassing all aspects of your brand’s look and feel.
A brand guide typically includes:
Logo usage and variations
Colour palette
Typography and fonts
Copy guidelines (usually a simpler version of a fully-fledged copy style guide)
Imagery and photography style
Iconography and graphical elements
Overall design principles
To put it simply, a copy style guide focuses on your written content, while a brand guide covers both visual and written elements.
What goes in a copy style guide
Copy style guides come in many shapes and sizes, but most include the same ingredients.
Tone of voice
A description of your startup’s personality, which helps set the mood and tone of your content.
Example: do you have a casual or formal tone to your writing style?
Grammar and punctuation
A summary of the grammar and punctuation rules your team should follow when creating content.
Example: will you use the Oxford comma or not?
Formatting
A brief overview of the preferred formatting for headings, subheadings, lists and other text elements.
Example: do you end bullet points with a full stop or not?
Terminology
A list of specific terms, acronyms and jargon related to your industry or brand, along with their definitions.
Example: do you refer to the people that pay you as ‘customers’ or ‘clients’?
Preferred spellings and capitalisation
A guide to your chosen spellings and rules for capitalising brand names, product names or industry-specific terms.
Example: do you use British or American English?
Numbers and dates
A set of guidelines on how to write numbers, percentages, dates and time consistently across all content.
Example: do you use numerals (7) or spell them out (seven)?
Inclusive language
A reminder to use inclusive and unbiased language that respects the diversity of your audience.
Example: you might refer to someone as ‘being brave’ rather than ‘manning up’.
Content-specific guidelines
An outline of any rules or best practices unique to specific types of content, like blog posts, newsletters or social media updates.
Example: do your emails start with ‘Hi’ or ‘Hey’?
Examples and non-examples
A collection of sample sentences or paragraphs that demonstrate both good and bad writing practices according to your copy style guide.
Remember, a copy style guide should be a living document that evolves with your brand. So don't be afraid to make updates and adjustments as your company grows and your audience's preferences change.
What doesn’t go in a copy style guide
Now that we’ve covered what does belong in a copy style guide, it’s worth mentioning what doesn’t.
Remember, a copy style guide focuses on written communication. So here are a few things that don’t quite fit the bill.
Visual elements
Logos, colour palettes and imagery belong in a brand guide, not a copy style guide.
Keep the focus on written content and leave the visuals to their dedicated guide.
Design layouts
While formatting is important in a copy style guide, the specifics of design layouts for websites, brochures or other marketing materials should be covered in a separate design guide or brand guide.
Content strategy
Your content strategy, which includes your goals, target audience, distribution channels and content calendar, should be addressed in a separate document or plan.
While a copy style guide can support your content strategy, it’s not the place to define it.
Marketing plans
Similarly, marketing campaigns, advertising plans and promotional strategies fall outside the realm of a copy style guide.
By keeping your copy style guide focused on the written components of your brand, you’ll create a valuable resource that helps your team produce high-quality, consistent content.
Does your startup need a copy style guide?
One of the biggest challenges that startups face is building customer trust. Without it, converting prospects to customers is incredibly difficult.
I’ve gone into this in depth here: How does tone of voice help build trust?
The key takeaway is, in order to gain a customer’s trust, a startup must communicate:
Credibly
Reliably
Respectfully
Customer-oriented(ly)
Consistently
If your startup doesn’t communicate in these ways, potential customers are less likely to trust that you’ll deliver on your promises, and look elsewhere.
A copy style guide can help you communicate more credibly, reliably, etc… by aligning your team around the same, well-defined writing guidelines.
Similarly, it’s great for brand-building.
Without a copy style guide, it’s much harder to define your brand’s personality and incorporate that across your communications. With it, it’s a breeze.
In a startup’s early days, first impressions count a LOT. A copy style guide can help make sure those first impressions are positive and lasting.
How to create a copy style guide
There are three ways to create a copy style guide:
Hire a consultant or agency
Do it yourself (DIY)
Use an online tool
Each approach has its pros and cons, which we detail below.
Hiring a consultant or agency
If creating a copy style guide seems overwhelming or time-consuming, consider hiring a consultant or agency to help you develop one. Bringing in outside expertise can save you time, ensure a professional result, and provide valuable insights and advice.
Bear in mind that you’ll need to set aside time to find and onboard the consultant or agency, and you’ll usually need to ask several members of your team to spend several hours discussing your company’s values, mission and product/service with them. The process should take around two to four weeks.
Hiring a consultant or agency is also the most expensive approach, with prices ranging from around £3,000 - £8,000 for a copy style guide.
1. Research and shortlist
Start by researching consultants or agencies that specialise in content strategy, copywriting or brand development. Asking other founders or marketers for referrals is a great way to find a consultant or agency you can trust. Look for those with experience in your industry and a solid portfolio of work. Then create a shortlist of potential candidates to approach for your project.
2. Define your project scope
Before reaching out, be clear about your project's goals and requirements. Determine what you want to achieve with your copy style guide and the level of detail you expect. This information will help potential consultants or agencies provide accurate quotes and timeframes. Check out the following section of this guide for examples of what your copy style guide could look like.
3. Request proposals
Reach out to your shortlisted candidates with a brief outlining your project scope and objectives. Request proposals that include their approach to creating a copy style guide, a timeline and pricing. This will help you compare and evaluate their offerings.
4. Evaluate and select
Review each proposal, considering their experience, approach, timeline and budget. Speak with each candidate, ask questions and request references if needed. Then select the consultant or agency that best aligns with your needs and expectations.
5. Collaborate and communicate
Once you've chosen a consultant or agency, stay communicative throughout the project. Be prepared to spend time sharing relevant information about your company, audience and preferences (they should ask you for this). Be responsive to their questions and requests for feedback, and don't hesitate to ask for clarification when needed.
6. Review and finalise
After receiving the initial draft of your copy style guide, review it thoroughly and provide feedback. You may not be a copy style guide expert, but you’ll know if the guide isn’t clear or doesn’t meet your needs. Discuss any changes or adjustments with your consultant or agency and work together to finalise the document.
7. Implement and maintain
With your completed copy style guide in hand, share it with your team and integrate it into your content and comms processes. Stay in touch with your consultant or agency for any future updates or revisions, ensuring that your guide remains current and relevant.
Doing it yourself (DIY)
Creating your own copy style guide can be a lengthy and detail-oriented process. But if you’ve got the time and are willing to do the work, it can be a worthwhile investment for startups and marketers who want to ensure consistent, high-quality content that resonates with their target audience.
To help you get started, here’s a step-by-step process to create a comprehensive copy style guide that's tailor-made for your brand. Remember, every copy style guide is different and should be tailored to your needs. You may not need a detailed section for every item on this list.
1. Understand your audience
Start by researching your target audience. Look into their demographics, interests and communication preferences. Consider conducting surveys or interviewing existing customers to gain insights into their needs and expectations. This understanding will help you tailor your company’s voice to resonate with your audience.
2. Define your company's voice
Take some time to think about your company's core values, mission and unique selling points. Use these insights to create a brand voice that embodies your company’s personality. Then write a brief description of your voice, including adjectives and key phrases that capture its essence, to guide your team in creating consistent content. We’ve linked to some examples in the section below.
3. Choose a reference style guide
A reference style guide (also known as a citation style guide or simply a style guide) is a set of standardised rules and guidelines for formatting written documents. They include grammar, punctuation, citation styles and formatting of various written elements. Creating your own rules would take a long time, so choosing a reference style guide will save you a lot of time. There are several well-established style guides to choose from, like the AP Stylebook, the Chicago Manual of Style and the MLA Handbook. Review these guides and select the one that best aligns with your brand's voice and industry.
4. Outline formatting guidelines
Clearly define your formatting preferences for various text elements, such as headings, subheadings, lists, bullet points and text alignment. Include details on font styles, sizes and colours, as well as spacing and indentation rules. Consistent formatting helps create a cohesive and polished look for your content.
5. Clarify terminology and spelling
Create a glossary of industry-specific terms, acronyms and jargon that your team should use consistently. Provide clear definitions and examples of proper usage. Decide whether to use British or American English spellings and establish any specific capitalisation rules for brand names, product names or other unique terms.
6. Set rules for numbers and dates
Specify how numbers should be written, such as whether to use numerals or spell them out, how to format percentages and whether to use decimals or fractions. Establish a standard format for dates and times, including the use of abbreviations, time zones and ordinal numbers.
7. Emphasise inclusive language
Encourage your team to use language that’s inclusive, respectful and free from stereotypes or bias. Provide guidance on using gender-neutral pronouns, avoiding assumptions about age, race or cultural background, and addressing people with disabilities. Including a list of preferred terms and phrases can be helpful for your team.
8. Create content-specific guidelines
You may want to develop guidelines tailored to different types of content your team creates, such as blog posts, email newsletters, social media updates, etc. Include details like word count ranges, content structure, formatting requirements and any platform-specific nuances.
9. Provide examples
Include sample sentences or paragraphs that demonstrate both correct and incorrect applications of your copy style guide's rules. These examples can help your team better understand the desired style and tone and avoid common mistakes.
10. Share and iterate
Share your copy style guide with your team and ask for feedback. Then encourage open communication and address any questions or concerns that arise. Be prepared to update and refine your guide as needed, keeping in mind that a copy style guide should be a living, evolving document that adapts to your brand's growth and your audience's preferences.
Using an online tool
If you don’t have the time to create your own copy style guide or you’d rather not hire an expensive consultant or agency to create one, you could use an online tool like CopyStyleGuide.com.
Using an online tool like CopyStyleGuide.com could generate your copy style guide in less than 10 minutes and cost up to 98% less than hiring a consultant or agency.
Here’s how CopyStyleGuide.com works:
1. Discover your tone of voice profile
The Smart Copy Style Guide makes it incredibly easy to create your own copy style guide in just five minutes, no expertise needed. Answering a quick tone of voice test to discover which of the 16 tone of voice profiles matches your brand, giving you the foundation for a personalised copy style guide.
2. Get your personalised copy style guide
Purchase the copy style guide that matches your company’s tone of voice profile and it’ll be immediately delivered to you. You’ll receive it in two formats:
An editable Word Document, allowing you to refine, change and expand it as you see fit.
An easy-to-read PDF that you can share with your team.
As well as being a ready-to-use copy style guide, it can be used as a solid foundation that can be built upon by a consultant or agency if you choose to develop a more in-depth style guide in the future.
View an example of one of our copy style guides.
3. Connect more effectively with your customers
Share your copy style guide with your team and watch as they create clear, consistent content that resonates with your customers and boosts your business. Consistency in voice and tone across all platforms can help build trust, increase brand recognition, and improve the overall quality of your content.
Copy style guide examples
Fortunately, many successful companies have made their copy style guides available online, giving you a wealth of examples to learn from. We've handpicked some of the best to inspire you.
Apple
Apple's style guide is a testament to the power of minimalism and precision. Known for its sleek and innovative designs, Apple's copy style guide reflects the brand's focus on simplicity and user experience.
Atlassian
Atlassian's style guide embraces a casual yet informative tone, promoting collaboration and teamwork. It's an excellent example for companies looking to establish a supportive and inclusive voice.
Buffer
Buffer's copy style guide emphasises transparency, positivity and authenticity. This social media management platform's guide is a perfect example for companies that want to create a genuine connection with their audience.
Gov.uk
The UK government's copy style guide is a fantastic resource that emphasises clarity and accessibility in language to ensure that everyone can understand the content, regardless of their background or reading abilities.
Mailchimp
Mailchimp's style guide showcases how a brand can maintain a consistent and engaging tone of voice across various platforms while still providing valuable information to its audience.
Monzo
Monzo's copy style guide focuses on being straightforward and user-friendly, with an emphasis on simplicity and approachability. This fintech company's guide is a great example for startups that want to create a connection with their users.
Shopify
Shopify's copy style guide demonstrates how to maintain a friendly, conversational tone while providing clear and concise information to help users navigate the world of e-commerce with ease.
CopyStyleGuide.com
We might not be as well-known as the companies listed above, but we know a few things about creating an effective style guide! Check out our demo style guide to see what you could get if you bought a copy style guide from us.
How to encourage your team to use a copy style guide
As a startup founder or marketer, you know that a copy style guide is essential for creating consistent and compelling content. But it's just as important to get your team on board with using the guide since your company will only produce consistent content if everyone’s onboard.
Introduce the style guide with enthusiasm
A copy style guide is a powerful tool that can elevate your company’s brand when used properly. So present the copy style guide to your team with enthusiasm! Emphasise its benefits, such as improved communication, brand recognition and reduced editing time. When your team understands the value of the style guide, they'll be more likely to use it consistently.
Provide training
Offer training sessions to help your team members understand the guidelines and how to apply them in their work. Use real-life examples and interactive exercises to make the training engaging and practical.
Make it easily accessible
Ensure that your copy style guide is readily available to your team, whether it's in a shared Google Drive, on a Notion page or pinned to a Slack channel. The easier it is for them to find and reference the guide, the more likely they are to use it.
Encourage open communication
Foster an environment where team members feel comfortable discussing the style guide and any challenges they face in implementing it. Regularly invite feedback and be open to making adjustments based on their input.
Incorporate the style guide into your workflow
Make using the copy style guide a natural part of your team's content creation process. Encourage team members to reference the guide during the drafting, editing and review stages of their work.
Assign a style guide champion
Designate a team member as the go-to person for style guide questions and updates. This person can provide guidance, answer questions and ensure that the style guide remains relevant and up-to-date.
Celebrate successes
Acknowledge and celebrate instances where your team has effectively implemented the style guide in their work. Positive reinforcement will encourage continued use and adherence to the guidelines.
Regularly review and update the style guide
As your business evolves, so should your copy style guide. Schedule periodic reviews to ensure that the guide remains current and accurately reflects your brand's voice, tone and messaging.
In summary: The importance of copy style guides for startups and marketers
Throughout this article, we've explored the essential role that copy style guides can play in creating a consistent and compelling brand voice for your startup.
We've discussed:
What a copy style guide is: A document outlining your brand's messaging, tone and writing guidelines to ensure consistency across all content.
The benefits of a copy style guide: Improved brand recognition, better communication, increased efficiency and reduced editing time.
Style guide vs brand guide: While both guides contribute to a consistent brand identity, a style guide focuses on written content, while a brand guide encompasses visual elements and overall branding.
What goes in a copy style guide: Key messaging, tone of voice, grammar rules and specific writing guidelines unique to your brand.
What doesn't go in a copy style guide: Visual design elements, overarching branding strategies and marketing plans.
How to create a copy style guide: Steps include researching your audience and competitors, defining your brand personality, setting guidelines for tone and grammar, and either hiring a consultant or agency, creating your own copy style guide or using an online tool like the Smart Copy Style Guide.
Copy style guide examples: Successful companies like Apple, Buffer, Mailchimp and Shopify have shared their copy style guides online. Use them for inspiration.
How to get your team to use a copy style guide: Introduce the guide with enthusiasm, provide training, make it accessible, encourage open communication, incorporate it into workflows, assign a style guide champion, celebrate successes and regularly review and update the guide.
By understanding the importance of copy style guides and following the guidance provided in this article, you should be able to create a cohesive brand voice that resonates with your audience, differentiates your brand from your competitors and ultimately helps grow your business.
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