# 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. Source: [Mailchimp Content Style Guide, “Active voice”](https://styleguide.mailchimp.com/grammar-and-mechanics/), checked 2026-11-11. ### 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. Source: [GOV.UK style guides and writing guidelines, “Know about words to avoid”](https://guidance.publishing.service.gov.uk/writing-to-gov-uk-standards/writing-guidelines/clear-language/), checked 2026-11-11. ### 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. Source: [Microsoft Writing Style Guide, “click”](https://learn.microsoft.com/en-us/style-guide/a-z-word-list-term-collections/c/click), checked 2026-11-11. ### 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. Source: [Mozilla Brand Guidelines, “Language preferences”](https://brand.mozilla.com/document/240#/-/voice-tone), checked 2026-11-11. ### 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. Source: [Design & Branding Guidelines (Spotify for Developers), “How to link to Spotify”](https://developer.spotify.com/documentation/design#linking-to-spotify), checked 2026-11-11. ### 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. Source: [Atlassian Design System: Content and Logos foundations, “UI elements”](https://atlassian.design/foundations/content/language-and-grammar#ui-elements), checked 2026-11-11. ### 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. Source: [App design guidelines: Content (successor to the Polaris content guidelines), “Be dynamic, but not scattered or impulsive”](https://shopify.dev/docs/apps/design/content/voice-and-tone), checked 2026-11-11. ### 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. Source: [Dropbox Brand Guidelines, “Trademarks and Brand Usage”](https://www.dropbox.com/branding), checked 2026-11-11. ## 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. ```text 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. --- Source: https://aibrandguidelines.org/parts/words Last updated: 2026-11-11 Published by Annotated Guidelines. Annotated Guidelines is run by the team at Rainbrand.