Make a Choice: How the Best Brands Eliminate Grammatical Gray (Grey?) Areas

Some writing rules are clear. For example, when we see its/it’s, their/there, or your/you’re written incorrectly, we flag and correct it without a moment’s hesitation. We’re quick to remove superfluous spaces and commas, as well as Words that are incorrectly Capitalized just because they’re Important.

Other times, there is no definitive right or wrong. That’s when we reach for our client’s content and style guidelines. These guidelines should contain everything from prescriptive advice on potential grammatical pitfalls to explanations of corporate voice and tone — essentially, they keep a company with thousands of writers sounding cohesive and coherent. Without guidelines, multiple writers have nothing but their own instincts and preferences to guide them. At best, this makes for inconsistent copy. At worst, it casts doubt on an organization’s credibility and professionalism. Imagine the differences of opinion when writers are left on their own to figure out: 

Nonstandard Words

Yes, “irregardless” is a word. (Technically.)

For some reason, this fact has been popping up in social media feeds quite a bit lately, despite the fact that the word actually first appeared in the Merriam-Webster dictionary in 1934. Yes, it is indeed a word — and it’s something that has grammar snobs clutching their pearls on the regular, right up there with “I could care less” and “anyways.” While nonstandard words and phrases are sometimes used for effect, most organizations avoid them. Some attempt them with a tongue-in-cheek irreverence they hope is fun, but often falls flat. If you decide to accept nonstandard words in your copy, then instructions on their use need to be quite specific.

Compound Conundrums

To hyphenate or not to hyphenate (or space or capitalize) — that is the question. In most cases, there isn’t a clear right or wrong. For example:

Is everything on your Wi-Fi, including your smart phone and all e-mail applications, prepared for cyber-attacks?

The above sentence is perfectly fine. Then again, it could just as correctly be:

Is everything on your WiFi, including your smartphone and all email applications, prepared for cyberattacks?

Since few employees will remember the company’s preferred usage of every term, it’s best to create a database of words like these with their accepted form. In addition, words tend to lose their spaces and hyphens as they become more entrenched in the common vernacular — prepare for the future by establishing a standard in the present. Before determining that standard, however, research the SEO implications of all options.

Whose English Is It, Anyway?

Theatre or theater? Color or colour? What about “whilst” and the collective plural? The English-speaking countries of the world have much in common, but we do tend to split on spelling and usage. Keep things consistent by establishing a common standard. Most often, companies will look to their headquarters’ location for guidance and adopt that country’s standard for communications.

Remember, it’s not only words that differ this side of the pond; time and date are often noted differently depending on country, as in 21 September and September 21st. (Superscripts are also a hot debate!) 

Branded Words

Imagine if Apple occasionally referred to an iphone, Iphone, I-phone, or even IPhone. It looks clumsy, right? Inconsistency does that. Smart organizations maintain a database of branded terms and products, often coding them into the word processing software all employees use or flagging them in a third-party grammar check. Without consistent spelling, use of spaces, and capitalization, many products and services look more like generic descriptions than proprietary terms.

Branded terms often carry a registration or trademark, as well. The right trademark should be noted on the database of branded words, with an explanation of when it is used (most opt for the first instance rule: use the trademark only once, the first time it’s mentioned).

The Serious Business of Serial Commas

No gray area list could be complete without mention of the Oxford, or serial, comma. It’s a remarkably contentious bit of punctuation, with staunch defenders citing its importance in contract law cases and critics scoffing at its old-fashioned feel. It’s even a bit fuzzy for organizations who’ve opted against it, since it will still be necessary for clarity from time to time.

Consider: I like turkey and cheese, tuna with onions and peanut butter and jelly.

Oxford fans find this disgusting. Critics see three perfectly reasonable options. Still, in cases like this, it’s best to err on the side of not making readers nauseous.

Pro or con, pick one and explain when, why, and how it’s used.

No matter which side of these debates you’re on, make instructions explicit and understandable. Remind employees that they can write however they want on their own, but anything coming from your organization must be cohesive or the message is lost. Branding is, after all, about establishing an instantly recognizable feeling in your customers, employees, and partners — and that is created through consistency.

 

This article was originally written for Artisanal Copy, a nimble collective of writers, editors and content marketing experts who believe smart content doesn’t have to be boring.