Brand Terms

Brand

Keep every word on the approved list. This agent checks content against your organization’s terminology — the words to avoid, the exact form your names should take, and when each rule applies. Every match is checked in its own sentence, so each flag is precise and comes with a one-click fix.

What it catches

How you fill in a term set decides the check:

• Prohibited term + preferred replacement (utilize → use): flagged wherever it appears, with the replacement attached and matched to the writer’s grammar (utilizing → using).
• Prohibited term, no replacement (synergy): flagged with a natural rewrite, or removed if your guidance says so.
• Preferred term on its own (WorkCell, Markup AI): wrong capitalization, spacing, or hyphenation is corrected to the exact stored form.

Headings are checked too, keeping their capitalization.

Left alone by default — quoted text; titles and names of works, products, people, and organizations (unless the term is the banned name); link text and URLs; fixed expressions like light bulbs; and ordinary lowercase use of a common word that’s also a product name (customer service when Customer is your product). Any of these can be switched on for a term through its guidance.

Getting the most out of it

1. Pair prohibited terms with their replacements in the same term set — that’s what makes a flag a one-click fix.
2. Store names exactly as they should be written, and note in the guidance that the term is case-sensitive; the stored form is suggested verbatim. Enter everyday words in lowercase so they match everywhere.
3. Enter the base form only. Plurals and tenses are matched automatically (buy catches bought); different words are not (strategic ≠ strategy), so list those separately.
4. Use guidance to say when a rule applies: applies only when … narrows it, applies except when … adds an exception. Both are read literally — describe the exact case, not a category.
5. Keep guidance short and about the term. It’s instructions for the reviewer; clearer means more precisely applied.

Very long documents are checked up to the first 1,000 matches, and the result says so.

Why it matters

Product names, legal terms, and house style drift fast across teams. Consistent terminology protects your brand — and frees your reviewers from playing word police.