EXAMPLE: Agency Style Guide

Brand voice

  • Use a calm, helpful, and factual tone.
  • Write for the general public, not internal subject matter experts.
  • Sound confident but not promotional.
  • Avoid sarcasm, slang, and unexplained acronyms.

Style preferences

  • Prefer short paragraphs and direct sentences.
  • Use active voice whenever practical.

  • Lead with the action the reader needs to take.

  • Use headers and bullets for steps, deadlines, or eligibility requirements.

Formatting rules

  • Spell out a program name on first reference; abbreviations may follow in parentheses.

  • Write dates as Month Day, Year, such as April 30, 2026.

  • Write phone numbers as 404-555-0123.

  • Capitalize official office and division names; use lowercase for generic job titles.

Do / avoid
 

Do

Avoid

Say what is changing and when.

Burying key dates at the end.

Use “you” when addressing residents.

Using stiff phrases like “the undersigned.”

Define technical terms once if needed.

Assuming the reader knows agency jargon.

Flag uncertainty or missing details.

Inventing policy details that are not in source materials.