# {{brand_name}} voice and style guide (template)

Write each rule as a short, testable sentence. The editor quotes these back, so exact wording matters.

## 1. Voice traits
- Trait 1: (name). We are ... We are not ...
- Trait 2:
- Trait 3:

## 2. Vocabulary
### Words we use
- (for example "customers", not "users", in marketing copy)
### Words and phrases we avoid
- (for example "revolutionary", "world-class", "just", "simply")

## 3. Grammar and mechanics
- Spelling variant: (US / UK / other)
- Headings: sentence case or title case
- Exclamation marks: (allowed / not allowed)
- Contractions: (use / avoid)
- Oxford comma: (yes / no)
- Numbers: (for example spell out one to nine, numerals from 10)

## 4. Product and company names
- (exact spelling and capitalization of each product name)

## 5. Formatting
- Paragraph length:
- Bullet style:
- Calls to action: (for example verb-first, no "click here")

## 6. Channel notes
- Email:
- Social:
- Release notes:

## 7. Claims
- (for example "No comparative claims about competitors without Legal approval.")