Style guide

Write with confidence by using your style guide

Creating content for your company is fun, but make sure all corporate communication follows a consistent approach. This benefits your readers, your organisation – and even your AI tools. If you are wondering: How should you write dates, times and currencies? Do you use gender-inclusive language? How should you address your audience? These answers and more can be found in the style guide.

What is a style guide, and what does it contain?

Your style guide contains all of the writing rules that form an essential part of corporate language. Many companies also refer to the style guide as a language guide, CI manual, brand guidelines or similar. It is often a combined document that also sets out the corporate design and tone of voice. In any case, this approach ensures that language is deliberately shaped rather than left to develop at random.
We have helped many companies build their language assets and create a style guide. This means working together to define the rules and present them in a standardised, easy-to-read format that can be understood and applied by both humans and machines.

Are writing rules still useful when AI is involved? Yes. Anyone and anything working with AI, LLMs or an automation tool benefits from consistent, well-documented writing rules.

Why are writing rules and a style guide necessary?

In short: to ensure a strong brand image, consistency and efficient workflows. Many of our clients initially weren’t sure how a style guide would make their daily work easier. But after rolling it out company-wide, the impact was immediate: everyone was on the same page – and workflows became noticeably smoother.

Here are some of the key benefits companies report when using style guides:

Consistent brand image: language is an integral part of your brand identity. Consistent spelling makes a brand recognisable and trustworthy, whereas inconsistent communication (e.g., sometimes “CHF”, sometimes “Swiss francs” for currency) can be confusing and difficult to follow. Consistency signals stability and reinforces brand identity.
Guidance for all employees: clear rules save time and prevent unnecessary debates. No one needs to wonder whether to write out dates or use gender-neutral language. New employees quickly adapt and communicate in the corporate style from day one.
Efficient content production: less editing work for your communications team. When everyone follows the same rules, texts can be reused, automatically checked, and translated with ease. This also applies to effectively using AI tools and content management platforms.
Clear communication across all channels: whether it’s a website, social media, newsletters, print or customer service, coherent language builds trust. Readers notice when a company’s voice is consistent.

Your style guide is the linguistic foundation of your entire communication. High-quality translations depend on clear, consistent writing standards. Whenever your texts are translated, proofread, or produced externally, a style guide is the simplest and most effective way to ensure everybody follows the same writing rules.

Is company-specific terminology important for AI use?

Absolutely! In the age of AI, language assets such as style guides and glossaries are essential for tailored, company-specific AI output. AI and LLMs (large language models) are now capable of interpreting both structured and unstructured data. However, if this data does not clearly reflect the company’s language and tone, and if prompts or training contexts are inconsistent, the system will fail to recognise recurring patterns in formats and spellings. Writers, translators and proofreaders using AI need consistent language assets, such as a style guide!

That’s why we at Diction support you with our well-known concept: “Plan. Create. Automate.” Creating, managing and using your language assets and writing rules is a continuous process. If you “plan” well, “creating” content will be much easier – and “automation” becomes straightforward. “Automation” in turn ensures that all essential language data is available and “planned” for the future. Many of our clients say they had never thought about this before, but now fully rely on our method.

Expertise

Does your style have enough style?

It’s important to maintain consistency throughout your communication. Let’s work together to find the ideal solution for your style guides and writing formats. If you don’t yet have any solid language rules in place, Martina Fürlinger, Head of Language Consulting, is happy to assist you. Get in touch – there are no obligations!

beratung@diction.ch
+41 81 750 53 33