Brand messaging guidelines and your freelance copywriter

When working with a freelance technical copywriter, the more information you can provide about your message, the better. This not only makes the copywriter’s job easier, it also results in better copy. Better copy the first time around means less revision time. One resource that can serve a freelancer — and your project — well is a messaging guidebook or brand messaging guidelines.

Companies often have brand messaging guidelines that address in excrutiating detail how visual elements such as logos, colors and fonts should be presented on the page (Example: Honeywell Brand Guidelines). What your freelance copywriter needs is detail on how to present your company and its products or services in words.

Here are some specific points you should consider including in your brand messaging guidelines:

• Tone of voice — How do you want different types of content (white papers, case studies, e-books, online ads, etc.) to sound?
• Products/services/technologies — How should they be referenced the first time and every time thereafter?
• Style — Do you use the Associated Press, Chicago or MLA guidelines?
• Copy style — For each type of content, should it be benefits-oriented, action-oriented or facts-oriented?

The key to all these choices is consistency. Decide how you’re going to refer to intrusion detection systems, for example, and be consistent. This will contribute to a professional, unified message. If you lack the resources to create such guidelines internally, consider consulting a freelance technical copywriter with marketing experience.

* * *
Crystal Bedell
Freelance technical copywriter & content strategist
cbedell@bedellcommunications.com