Your Written Brand

Like “service,” correct spelling and grammar are not things to advertise you do well. It’s expected.

If a company’s signage catches your eye, it’s likely you will look further, go to the website, pick up a brochure, or read the annual report, and your written content is put to the test.

Your words are a critical part of your brand’s lasting impression.

When prospects or potential clients come across content mistakes, including bad grammar, misspellings, and fact errors, they will do one of two things:

1. abort and forget about you, or
2. keep reading and have trouble taking you seriously.

As a rule, if you’re the writer, you shouldn’t be the editor. After several drafts of writing, it is easy for meaning and message to become misconstrued and for mistakes to get overlooked.

Failing to edit your content can be embarrassing and leave you looking unprofessional. Also, reprinting can be costly and stressful if you are working with a deadline. On the other extreme, editing can maintain your credibility and help you deliver a clear and concise message consistent with your brand.

Before projects go to print or get published to the Web, content generally goes through four editing stages:

Developmental Editing:

• helps to develop content from initial concept, research, and outline
• ensures messages are being delivered succinctly
• makes suggestions based on analysis of competing works and market analysis

Substantive Editing:

• reorganization of paragraphs, sections to improve the order of text presented
• writing and rewriting segments of text to improve readability and flow of information

Copyediting:
(also called line editing)

• fact checking
• correcting errors in grammar, spelling, word usage, and style

Proofreading:

• the last check for errors as copy sits in its final layout before going to print

When facing a deadline, the last stages of editing and proofreading often get thrown by the wayside. But for your potential clients who take grammatical errors to heart, the editing process is worthwhile.

If the delivery of your brand is unexpectedly interrupted by a grammar glitch, it may have your audience wondering about the service or product you offer - especially if you can’t spell.