The marketing department has been working for several months on the homogenisation of the Parachut brand’s speech. This includes defining the brand strategy and setting up an editorial guidelines. Currently being finalised, the document will be available in January.

3 Questions to Maxime Quintin, marketing and communication manager :

What is an editorial guidelines ?

The editorial guidelines is a document to which all those who write content for the brand or company must refer, whether it is an external service provider or a company employee. It is a set of rules to be respected when writing or creating content, whether it is an advertising visual, a publication on social networks or a press release. It allows you to communicate in the name of the brand while maintaining coherence with its identity whatever the communication medium. This newsletter, for example, is written in accordance with the rules and writing processes set out in the charter.

What are the expectations and objectives of such a document ?

The goal of this document is to harmonise the speech and the way of talking about Parachut in all departments, whether at product or marketing level, and on all channels : call center, website, leaflets, etc. Eventually, the way of speaking or writing for the brand will be the same everywhere.

How was this support created ?

In parallel with the positioning work, the editorial guidelines are the result of several months of analysis. In the first step, the objectives, editorial lines and themes were defined for each medium. From one document or medium to another, the way of communicating is not always the same, so it was necessary to identify the nuances. It is very important to ensure that this policy can be understood by everyone. Many elements must be taken into account when drafting such a document : the reader of the medium, the communication channel, the purpose of the medium, etc.