The term Style Guide is rather broad, and it can mean different things to different people in different professions. Traditionally, however, it usually refers to publication guidelines.

Journalists, for example, follow usage and punctuation rules as outlined in the Associated Press (AP) Stylebook; book publishers usually adhere to the Chicago Manual of Style; academic papers in the social sciences–at least in American Journals–follow the style guidelines set by the American Psychological Association (APA).

These guidelines cover things like how to refer to organizations and places, how to cite sources, and even tell you how to use commas. The purpose, of course, is for consistency. A newspaper article in the Big Bend Sentinel, in Marfa, Texas, follows the same editorial rules as one written for the Baltimore Sun.

Corporations and large organizations commonly have their own publication style guides as well, which helps keep their brand, identity, and message consistent across any number of media. To get an idea of what I’m talking about, take a look at the University of Pennsylvania’s web style guide.

As a university with a lot of moving parts, different schools and departments that, to some degree, operate independently from each other, Penn ensures a high level of brand consistency with their style guide. So when anyone within the university, or someone working on behalf of the university (such as an outsourced web design company), publishes content–say, a new website or page–guidelines have already been established. This includes everything from approved colors, logos, branding standards, and general content guidelines.

But what about small businesses? Do they need a style guide too?

Your business might not have the prestige and crafted image of an Ivy League Institution, like the University of Pennsylvania, but that doesn’t mean you shouldn’t have just much control in how  your brand is transmitted to the world.   So the the answer is yes, you should create  a style guide, especially if you have several employees that have a hand in communicating externally, or if you’re looking to hire a third-party firm to develop your web presence or market your business, although you might want to keep in mind that your style guide will probably be on a much smaller scale. We’re talking something that might be, at least  initially, as short as one printed page long, which outlines the set-in-stone aspects of your business’s identity.

This might include:

• Branding: Example — your business is registered as Southern California Decor, but in terms of how you want to market your company, you’re always referred to as SoCalDecor, which is ALWAYS spelled as one word.  List all specific ways your brand should be and should not be displayed and referred to, including trademark usage and abbreviations (e.g. Do not refer to SoCalDecor as “SCD” unless “SoCalDecor” is previously mentioned in the same paragrpah).

• Color values, preferred fonts, logos, and required elements such as slogans.

• Tone: Example — your business doesn’t take itself too seriously, so you might want your image to reflect that, from the design of your website to the language used on your web pages, media relations, and printed collateral. Write out a description of how your brand should present itself externally.

• Usage:Example –  Only refer to staff as Yard Architects and never “landscapers.”

Of course, once your business grows and evolves, your style guide should grow with it.  And don’t forget, the next time you’re working with a web designer, a copy writer, or a marketer, be sure to tell them, Hey, here’s my style guide, it’s important that you follow my branding guidelines.

So what are your thoughts on creating a style guide for your small business? Do you feel setting your own style guidelines is an important aspect of protecting your brand? Let us know in the comments below.