Style guide
A style guide is a reference document that standardizes how a brand writes and presents itself: grammar, formatting, terminology, and often brand voice and tone rules.
A style guide keeps writing consistent on the mechanical details: capitalization, punctuation, number formatting, product-name spelling, and preferred terminology. Many brands fold their brand voice and tone rules into the same document so writers have one place to check.
The distinction worth keeping: a traditional style guide governs correctness and consistency, while brand voice guidelines and a brand voice chart govern personality. The best brands document both.
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