Part 8 of 10
How to write the words and style section of brand guidelines
The words to use and avoid, product names, spelling, capitals, dates and numbers, written as pairs that people can search for. With published examples to copy.
In the words section, a guide becomes a reference that people search, not a text that they read. It works best as pairs (“say this, not that”) and short rules with examples, in an order that lets people find a word fast. It is also the part that an AI agent can apply most exactly, because a search can check every rule.
What the words section needs
- Words to use and words to avoid, as pairs.
- Product and company names, with their exact spelling and capitals.
- Spelling and grammar choices: the dictionary, contractions, the serial comma, dates, numbers, and times.
- An example sentence for each rule that is not obvious.
- The reason for rules that people will argue with.
- What changed recently, because style rules change one word at a time.
How published guides write it
Mailchimp
Yes: Marti logged into the account. No: The account was logged into by Marti.
Has: right and wrong. The same sentence written both ways, so the rule needs no explaining.
GOV.UK
Do not use formal or long words when easy or short ones will do. Use ‘buy’ instead of ‘purchase’, ‘help’ instead of ‘assist’, and ‘about’ instead of ‘approximately’.
Has: exact value. Three word swaps a writer or a checker can apply directly.
Microsoft
Avoid this verb, which is specific to using a mouse. Instead, use verbs that work with multiple devices, such as select. It's OK to use click when you need to describe mouse actions specifically.
Has: exact value, reason, where it applies. Gives the replacement, the reason, and the one case where the old word is fine.
Mozilla
Use “internet” instead of “web” (and no need to capitalize “internet”)
Has: exact value. A single word swap with the capitalisation settled too, easy for a person or tool to check.
Spotify
If the Spotify app is installed then use any of the following text strings: OPEN SPOTIFY, PLAY ON SPOTIFY or LISTEN ON SPOTIFY
Has: exact value. Lists the exact link labels allowed, plus GET SPOTIFY FREE when the app is missing.
Atlassian
Avoid using a > symbol where possible, as it is read out as “greater than” by assistive technologies, leading to confusion. Use ‘then’ instead.
Has: exact value, reason, right and wrong. Names the word to use, says why, and pairs it with a do and a do not.
Shopify
Avoid words that generalize success, such as “every,” “all,” and “most.”
Has: exact value. Names the words to avoid instead of describing a quality.
Dropbox
Always use our word marks as proper (i.e., capitalized) adjectives, not a noun or a verb.
Has: exact value, where it applies. Says how the name can work in a sentence, not only how to spell it.
Wording to copy
Copy this text into your guide. The example is for Larch Coffee, a made-up coffee roaster. Replace the highlighted parts with the facts for your brand.
Words and style
Say [sign in], not [log in].
Say [customers], not [users], in all text that a customer reads.
Write our name as [Larch Coffee]. Product names: [Morning Roast],
[Night Owl Decaf].
Spelling: [American] English, [Merriam-Webster].
Dates: [November 11, 2026]. Times: [9 a.m.]. Numbers: [one to nine in
words, 10 and above in figures].
Use contractions: [yes].
Changed in [November 2026]: [we now say "subscription", not
"membership"].
Common gaps
- There is a list of banned words with no replacements, so writers guess.
- The guide itself spells a product name in three different ways.