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In this issue
Corporate Image and Identity: Consistency Counts
As PR and Marketing specialists, we usually are the ones tasked to guard and enhance corporate image and identity. In this issue, we look at the role of the corporate style guide in this endeavor.
Best Regards,
Rosanne Desmone, Principal
Mt. Vernon PR & Communications
Corporate Image and Identity: Consistency Counts
How a corporate style guide can help
PR is all about image and identity, but image and identity rely greatly on consistency. The logo has to look pretty much the same wherever and whenever you use it. The company name has to be spelled, spaced and styled the same whenever it’s used. No matter how many departments send out message, recipients should recognize it as coming from XYZ Company.
I’ve worked in more than one organization in which no one was monitoring corporate identity, and the creative members of various departments had “adapted” the logo by changing the colors, the size, the background, etc., and used the company name in everything from script to block letters. I’m sure you’ve been there too. Sales spells it “e-mail,” while marketing spells it “email.” The company name changes from XYZ Company to XYZCo to XYZ COMPANY, depending on who produced the document. The web guy wants to use a different font because it “shows up better.” These may seem like little things, but too many interpretations result in too much inconsistency and, therefore, confusion about corporate image and identity.
The unfortunate thing is that this problem is particularly prevalent in new companies where image should be an especially critical concern... which is not to say that all established companies have solved the problem. The two worst companies I’ve seen with regard to image consistency were well established businesses that simply let things get out of hand.
Part of the answer is to develop a corporate style guide that addresses all the possible problems and establishes guidelines for writing, design and graphics. Yes, it’s time consuming. Yes, it will provoke discussion and disagreement among the troops, particularly if you’re going to make them change something they’ve been doing for years. Once done, however, the corporate style guide is the great arbitrator for all style conflicts.
Developing the guide, however, is probably the easy part of the solution. Someone has to monitor usage and enforce the guidelines, and this often turns out to be the hard part. First of all, who’s going to do it? And what process will you use? We’ll look at a few tips on enforcement, but let’s first take a quick look at what to include in the corporate style guide.
What’s in this guide?
Every organization’s style guide will be different, dependent on how they decide to present information and how much information is included. What’s important is that it addresses the needs of your individual organization. I would suggest that your style guide contain at least the following:
Graphic standards: Make sure everyone knows where and how to get official logos, whether it’s from Marketing or on the corporate intranet. This should cut down on some of the consistency problems. Then put the usage rules in writing. How big or small can it be? Can it be used in black on white? White on black? If you care whether it’s in the right or left corner, better say so here. Can it be put in a box? You can get as far into the nitty gritty as you think is necessary. And, if you don’t include enough information to begin with, you can always edit it later.
Company and product names: If your company name should always be in all caps, say so. If not, make sure everyone knows exactly what format should be used. Include any usage information that’s important. Product names also can be an issue, so spell out any requirements for each product name (fonts, abbreviations, caps or lowercase, etc.).
Trademarks: This can be tricky, because one of the first rules about protecting trademarks is NEVER to use them as nouns or verbs – many companies break this rule consistently – but to use them as adjectives instead. Your web site probably has information on using your logos and trademarks; if it doesn’t, it should. You can get more information on the Internet, but this law firm has a good synopsis that should help get you started: http://www.fredlaw.com/articles/ip/inte_9412_srb.html
The written word: It seems today that most people don’t care if things are spelled right or if punctuation is correct, but I am a stickler for such things and believe good language and grammar impacts corporate image. But how do you handle this tricky situation? In some companies, the PR person or team does the honors for proofing, editing and approving each external piece. It also helps to let people know what style guide you will use for punctuation, abbreviations, etc. There are several that are commonly used, and of which you are no doubt aware, but I prefer the Chicago Manual of Style. What you use doesn’t really matter as long as everyone’s using the same source.
Enforcing the guidelines
Enforcement is a matter of making sure everyone who develops external-facing documents knows what the rules are and what they have to do to follow them. The first step, therefore, is wide dissemination of the guidelines via email, on the Intranet, in a binder, or whatever vehicle you choose. The next critical part is to make sure there is a reasonable process for enforcement that doesn’t make everyone’s life harder. If you are going to have the power of final approval, you have to be able to turn the project around quickly to meet various departments’ guidelines or they’ll go off on their own without you. Image and identity aside, deadlines still have to be met and, if style becomes a roadblock, the printer will get the unapproved version.
As with any other set of organizational rules, it helps immensely to have the support of senior management. So, once you have created the style guide, sell the concept to executives in terms of corporate image and identity and get their buy-in. Then have someone at a senior level announce it company wide.
Email usage
A final word on image… many companies use mass emails as a means of communicating with customers about products, outages, patches, events, etc. This is external communication and should fall under the guidelines as well. Don’t take a chance that the tone or presentation of a customer email will end up sending the wrong message.
Some additional resources on Corporate Style Guides:
The Current Demand for Style Guides
Guidance on Style Guides: Lessons Learned
Creating a Style Guide
Common Identity Tools: Guidelines and Standards Manuals
Develop a Style Guide for Your Site
Mt. Vernon PR & Communications (MVPR) provides a full range of public relations and marketing communications services to companies and associations on the move, in a hurry, and determined to stay on top. We specialize in creating and enhancing your visibility and credibility in the marketplace, using your unique capabilities and expertise as the building blocks. For more information about Mt. Vernon PR & Communications, please visit our web site at www.mtvernonpr.com
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