How to Write a Style Guide for your StartUp
- Christopher. H
- Sep 30
- 5 min read
Updated: Nov 30
Poor communication costs revenue.
When your business starts to grow, consistency is everything. And that consistency starts with a style guide.
Let me tell you about a Sydney-based SaaS startup launched with a bold, quirky brand voice that resonated well with early adopters. But as they grew and hired new writers, marketers, and customer service reps, that voice slowly diluted.
The message drifted. Ads stalled. Emails went quiet. Why? Everyone was improvising the brand.
Once they built a simple, clear style guide, their brand came back to life. Engagement lifted. Sales conversations flowed more naturally. They sounded like them again.
A style guide isn’t fluff. It’s one of the most powerful tools you can create to scale your brand without losing your soul.
Let's walk through how to write a style guide the right way—step by step.
What Is a Style Guide?
A style guide is a reference document that outlines how your brand communicates.
It gives your team a consistent voice, tone, visual style, and messaging across every channel. Think of it as your brand's instruction manual.
Here’s what this includes:
Voice and tone guidelines
Grammar, spelling, and punctuation rules
Formatting preferences (headings, bullets, italics, etc.)
Design rules (colours, fonts, logo use)
Examples of do's and don'ts
Each of these can be protected—but only if you understand the rules and apply them correctly.
Why It Matters
Here’s why I recommend every founder take this seriously:
It Creates Brand Consistency
Consistency builds trust. If your tone and visuals change every time someone interacts with you, it causes friction.
It Saves Time and Prevents Bottlenecks
A good style guide answers common questions: Do we say "eCommerce" or "e-commerce"? Can we use emojis in emails? Your team won’t need to ask you every time.
It Helps You Scale Your Brand Without Losing It
As you grow, more people will speak for your brand. A style guide makes sure they’re speaking the same language.
It Strengthens Marketing and Sales
Cohesive messaging means better ads, better content, better sales pitches. Your story lands better.
Real-World Examples:
A content agency helped a fintech founder create a content style guide before they hired their first writer. In 6 months, they grew traffic by 250%, doubled their content output, and shortened review cycles by 60%.
Another founder had 3 freelancers all writing in different voices—one formal, one casual, one robotic. The result? Confusion, low engagement, and extra rework.
Once we helped implement a tone framework, message templates, and voice examples, their bounce rate dropped and conversion from blog to demo increased 3x.
What You’ll Need Before You Start
Before you dive in, make sure you’ve gathered these:
Your mission and vision statements
Brand values
Examples of existing content (emails, posts, blogs, sales decks)
Visual assets (logo files, brand colours, fonts)
Notes on what your audience responds well to
Having these ready upfront will save you hours later and reduce mistakes.
How to Write a Style Guide:
Step-by-Step
Step 1: Define Your Brand Voice
Start with personality.
Is your brand bold, friendly, expert, cheeky?
Create 3-5 adjectives that describe how you want to sound. Then, explain what those words mean in context.
Mentor Tip:
Use real examples—before/after copy, tweets, support responses. Clarity comes from contrast.
Step 2: Set Tone by Situation
Tone flexes.
You might be casual on social, but more formal in reports.
Create tone guidelines by channel:
Social Media: Playful, quick, visual
Email Newsletters: Helpful, smart, human
Customer Support: Calm, reassuring, respectful
Sales Decks: Confident, direct, benefit-led
Include emotional cues. How should people feel after reading you?
Step 3: Write Your Grammar and Formatting Rules
Create your default ruleset.
Do you use Oxford commas? UK or US spelling? Sentence case for headings?
If you don’t define it, people will guess—and guess inconsistently.
Step 4: Clarify Visual Identity
Define how your brand looks.
Include:
Logo usage (clear space, minimum size)
Brand colours (hex codes + usage rules)
Fonts (primary and fallback)
Imagery style (photos, illustrations, icons)
Link to your full brand kit if available.
Step 5: Add Voice & Style Examples
Show, don’t just tell.
Add real or mocked-up examples:
Good vs Bad social posts
On-brand vs Off-brand email subject lines
Approved CTA language
This makes it practical—not theoretical.
Step 6: Make It Easy to Use
Format for speed.
Use headings, bullets, clickable sections. Make it a shareable doc or part of your ProDesk workspace.
Mentor Tip:
Update quarterly. Your voice evolves as your brand grows.
What It Costs and How Long It Takes
Here’s what to budget for:
1) Do It Yourself (Time Investment)
Time to create: 8–14 hours (depending on your knowledge or experience)
Tools: Google Docs, Notion, Canva for visuals
Cost: $0–$50 (if using design tools/templates)
2) Hire a Strategist or Brand Consultant
Option | Cost Range |
Freelancer | $1,500 – $5,000 (project rate) |
Consultant | $250 – $500/hour |
Agency | $2,000 – $5,000 |
Benefits of Hiring (What Noize Helps With):
You get strategic alignment, not just formatting
You clarify your brand and market positioning
You save hours of back-and-forth with writers/designers
You unlock tools, templates, and team training
Budget Tip: Start with a 2-week sprint for a mini-guide. Good strategists (like Noize) offer startup-friendly packages.
Common Mistakes Founders Make
Confusing Voice with Tone
Voice is constant. Tone changes by situation. Don’t mix them up.
Making It Too Long (or Too Short)
A 50-page brand book won’t get read. A 1-pager misses the point. Aim for practical, scannable, and actionable.
Forgetting Visual Style
Design and words are inseparable. If your visuals aren't defined, your style isn’t either.
Not Updating It
Your brand evolves. If your style guide is static, it quickly becomes useless.
Writing It Alone
Style guides need to reflect reality. Involve your team or a strategist.
What to Do Right Now
✅ Want it done for you? Book with Noize
We’ll create your guide, align it to your growth plan, and train your team to use it. [Contact Noize.com.au]
✅ Get the full Startup Deck
Everything you need to define, launch and scale your brand. Includes 6 months of ProDesk access and 30+ founder-tested tools. [TheStartupDeck.com]
COMING in 2026...
✅ Download the Style Guide Builder Template
Your plug-and-play framework for defining your voice, tone, rules and examples — Made for founders who want speed and clarity. [Download from ProDesk.com]
The Bottom Line
Your style guide isn’t a design asset. It’s a leadership tool.
It keeps your brand consistent, your team aligned, and your message powerful.
Build it once, update often, and let it guide every word and visual you share.
FAQs
Do I need a style guide if I’m a solo founder?
Yes. Even if it’s just you now, it won’t be forever. And clarity builds confidence.
How long should a style guide be?
Aim for 4–10 pages. Enough to be practical, short enough to use often.
Can I use AI to help write it?
Sure. But only if you add your voice. AI gives structure. You add soul.
Should I include visuals in the style guide?
Absolutely. Logos, colours, image styles—these matter just as much as words.
How often should I revise or update it?
Every 3–6 months or after any major brand change (offer, team, rebrand).
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