Write voice rules that can be checked

Say/avoid pairs, rules and example headlines that people and tools can follow.

Brand › Voice is where your words live. The parts that matter most for checks:

• Say / avoid pairs: “Say the crew, not customers.” Checks find the avoid side and offer the swap.
• Rules: one plain sentence each. Brandbook turns the ones it can into checks: banned words, required words, word limits, no exclamation marks, no emoji, no capitals.
• Example headlines: a few lines that are exactly right.