The devil is in the detail

4 minute read

Everyone in the office is passionate about perfecting our platform to make it a pleasure to use. In particular, members of the Operations team are well known in the office for our ‘meticulous’ attention to detail. We spend much of our time doing our best to ensure that everything we produce meets the high standards our customers have come to expect.

Paying attention to the fine detail creates a consistency in your communications, adding to the familiarity of your brand and encouraging engagement. Here are five things you can do to polish up your marketing to a brilliant shine:

1. Spelling and grammar

From TV ads to Tweets to tenders, spelling mistakes and grammatical errors look shoddy and may damage your brand reputation. Triple check your work and don’t forget to have your colleagues or employees proof read to catch any silly errors.

2. Casing

You may have noticed that at we try to use sentence casing for all of our titles and subtitles. This is part of how we create a conversational tone across our website and platform. The casing of your company name is especially important. We aren’t or Sign-Up.To – we’re and we’re proud of that.

3. Colours

Pick a colour palette for your brand and be strict about sticking to it. If you’ve requested these from a designer, make sure you get them in hexadecimal, RGB and CMYK formats so that you always know the right code, whether you’re designing a webpage or printing leaflets. Shades which don’t exactly match your branding colours may look incongruous.

4. Consistent bullet points

There are rules about the first letter of a bullet point and whether or not it’s capitalised, but putting a full stop at the end of a bullet point is not essential. However, try to be consistent especially in the context of a single web page, document or blog post. Either use full stops at the end of every bullet point or don’t.

5. Line spacing

Uneven line spacing is a real bugbear in email marketing as email and webmail clients can change spacing if it’s not specified correctly. Decide how much space you want between elements such as titles, subtitles, paragraphs, articles, images etc. and then be consistent. Mismatched line spacing can make even the most well structured email campaign look messy.

Top tips

Put together a brand style guide which includes all of the above points and make it available to everyone who produces content for your company. Ensuring all communications comply with this guide helps to create consistent content which consumers can recognise and trust.

Set up a proof-reading process to catch inconsistencies. I usually get one of my colleagues to check the overall tone and focus of my work, a second to look for silly spelling mistakes or sentences which don’t make sense, and a third for a final sanity check of the layout and formatting before I publish my post.

In summary

Having a great product and interesting content is the foundation for high engagement with your marketing. Paying attention to the little details shows you really care about how your brand is portrayed, helping to maintain your company’s credibility and boost customer confidence.

How do you ensure your brand communications are consistent? We’d love to hear how you maintain standards – let us know by popping a comment below.