How to write a writing guideline

Presentor: Nguyen Thi My Hang

TABLE OF CONTENTS

Mục đích Chuẩn bị

01 Tại sao Writing guideline lại
quan trọng?
02 Trước khi xây dựng một
writing guideline, mình
phải làm gì?

Xây dựng Case study

03 Các bước để xây dựng
một writing guideline.
04 Những case studies về
writing guideline.
 Mục đích
01
 Background
Definition: “A style guide is a reference point that sets standards for
writing documents within your organization. The focus of the style
guide is not usually a matter of 'correct' or 'incorrect' grammar or
style but, rather, it provides guidance for instances when many
possibilities exist.”

Reference: https://intelligentediting.com/blog/writing-a-style-guide-
what-you-need-to-know/

Luôn cho
Có một format người đọc
Sử dụng ngôn viết bài để những
ngữ thống nhất các bạn writer intuition giống
cho tất cả bài có thể follow nhau khi đọc
viết được bài
Consistency Professionalism Save time Find a niche
 Chuẩn bị
02
Brand voice

Những nhân tố cần thiết

Brand
personality trước khi xây dựng một
writing guideline.
Brand voice
Discussion

1. What is brand voice? Why is it important?

2. When people interact with our brand, how do we want them
Mars is
to feel?
really cold
3. What adjectives would we use to describe our brand?
4. What does our competition sound like/how can we
differentiate?
5. What is another brand with a voice we love?
6. If our brand were a celebrity, who would we be?
Mercury is
very small
7. How do we want to talk about ourselves?
8. Who do we NOT want to be/what do we want to avoid?
Các bước xây dựng brand voice

Your brand heart

- Purpose: Why do you exist?
- Vision: What future do you want to help create?
- Mission: How do you create that future?
- Values: Who are you?
Personas

- Who you are trying to attract?

Competitive analysis
- How to be different.
Find the right keywords

Omis’s brand voice:

- Genuine: cởi mở, thân thiện, xem người đọc như
những người bạn.
- Translators: diễn giải, truyền đạt kiến thức đến
người đọc một cách dễ hiểu.
- Humor: có thêm sự hài hước, châm biếm.

Reference:
How to define your unique brand voice
The importance of branding
 Brand personality is a framework that helps a company
or organization shape the way people feel about its
Brand personality product, service, or mission. A company's brand
personality elicits an emotional response in a specific
consumer segment, with the intention of inciting
positive actions that benefit the firm.
 Reference

Apple

Tiffany Tesla Nike

Brand Archetype

12 brand archetype
Discussion

Hãy đưa ra từ khóa về brand của Archetype nào phù hợp với
Omis Production Omis production
03
Writing guideline
Xác định dạng bài
Omis production sẽ có những dạng bài nào?

Format Thông tin Ngôn ngữ

Nguyên tắc phân chia - Cách xưng hô

Cần phải đưa vào
đoạn, headline, headline 1, - Từ ngữ nên dùng
những thông tin nào?
2,…footnote, ghi chú,… - Từ ngữ nên tránh
…

Reference
 Blog Posts
Case Studies
Infographics
Podcasts
Video Scripts Reference 1:
Social Posts
Website Content
Email

- Writer nên tra

những nguồn
tham khảo nào?
 Detail

Nguyên tắc ngữ pháp, diễn đạt

Abbreviations: You might require writers to spell out phrases on the first
mention and abbreviate on the second reference. Or, you might include the
abbreviation in parentheses upon the first mention.
Capitalizations: Make a note of any non-standard capitalizations or
lowercase words.
Passive and active voice: Provide examples of when passive voice is
acceptable to use.
Bulleted lists: Will you always end list items with a period, or only when
they are full sentences?
Quotation marks: Single or double quotes?
Hyphens: Is it OK to use an em dash or a hyphen for parenthetical
phrases? Should you hyphenate phrasal adjectives?
04
Case studies
Reference 1: Reference 2:

Reference 3: Reference 4:
THANKS!
DO YOU HAVE ANY QUESTIONS?

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