How do you proofread for branding and identity and ensure your text reflects your values?

My proofreading is in four stages. First, I read the entire document/manuscript and make notes, checking for errors. Second, I will correct those errors and read the document again. Third, I will have someone else read it to see what he or she has discovered. If errors are found, I will correct them and read it again. Fourth, I will submit it for editing and read it again.

Some people parse "editing" vs. "proofreading" and in this case, ensuring voice/brand identity is actually part of the editing process (proofing is the final touches on the mechanics of writing, such as spelling and punctuation). However, a great editor can, in fact, be a valued set of eyes and help an organization stay on-brand and accessible to its customers and prospects.

Small businesses may not have decided on a clear voice. This is a mistake. It helps organize your communications and make them feel as if they’re coming from an individual who can speak to you and your customers directly.

Each brand has its unique voice, and proofreading ensures consistency across all content. Moreover, editing, and proofreading help keep the copy clear, concise, and easy to understand, allowing for effective communication with your intended audience.

Depending on the channel the proofreading is for, it is also prudent to consider adding in any acronyms or slang terms that resonate with the audience and may be beneficial. This is IF (and only if) they are ones that the brand has used before - and wants to continue using. Keeping a running list of these terms can assist in current and ongoing proofreading projects to help you avoid confusion if these words crop up unexpectedly.

It also helps to try to look at your brand elements from the perspective of your audience. If an individual is seeing your brand elements for the first time, will they convey ideas or feelings consistent with the brand?

Know your brand messaging and be able to make proofreading suggestions that will steer your copy or content more closely to it. Branding is a long-term process, and each communication is another brick in the wall of that tower.

My two cents: Try to have a clear picture of "who" the brand's message is intended for. Create an imaginary character in your mind, or even better, sketch it on a piece of paper based on the characteristics of the brand's message (let's call this character a "persona"). Now, when you proofread, check if the revised version effectively conveys the desired message to this persona. Be especially mindful of high-risk elements in your text, such as the title of a brochure you're proofreading or the introductory lines of an About Me page on a website. Take extra care when proofreading these sections.

Another way to avoid brand confusion is to regularly consult your business's brand book or brand document. A typical brand book will contain detailed information about a business's brand mission, vision, tone/voice, colors, products, and more. Since information is spreading faster in our digital age, a brand book must be updated frequently to make allowances for new words and internet slangs and dialect. You don't always have to change with every trend but keep an eye out for the important ones.

In my experience this is especially helpful when considering how to present technical information for a public audience (a common issue for government organisations). Everything from the types of graphs you display through to the wording and imagery (including grammatical imagery) used to explain often complex concepts to your broad audience can be reviewed / reimagined with some inspiration from counterparts in other jurisdictions.

Importantly I also recommend discussing feedback that may appear off the mark. Often it is the feedback that makes the least sense to you that will improve your work the most. I have experienced a situation where my team and I skimmed over a comment that didn’t appear to make sense to us. When conducting final checks it was revealed that the feedback was considering the document from a specific lens and for that audience group, the document presented conflicting information to what they understood was the situation. A quick chat helped me understand the issue and with some considered edits we managed to resolve the issue (within the last hours before the paper went to print!) that may have otherwise caused considerable confusion.

If you're a writer or editor supporting any business, it's likely you've already spent a good amount of time getting to know your client's voice, writing style, and tone, along with their values, mission, and goals for their content or copy. Keeping all those gold nuggets stored on a Google Doc for yourself (have a style guide for every client💡) is key here. Reviewing that doc every so often, if not every time you write or edit for them, will allow your brain to keep those important overarching themes at the forefront as you edit or proofread. Bonus💃🏼: If time allows, do multiple passes with one pass being solely for checking that the voice, style, etc. are aligned with the client's vision, values, and preferences.