Brand Language Guidelines

Language & Writing Standards

Every word shapes how people experience the Choozle brand.

Our writing should be clear, confident, and intentional. We simplify complexity, challenge outdated thinking when it benefits the customer, and always focus on measurable business outcomes.

Whether you’re writing a webpage, email, blog, presentation, social post, sales deck, or product content, these guidelines help ensure every communication reflects one consistent voice.

Our Brand Voice

The Choozle voice is confident, strategic, transparent, and approachable. We speak with authority because we understand the advertising landscape, but we never speak down to our audience.

Our voice is built on four principles.

Strategic: We help advertisers make smarter decisions.Every recommendation should be purposeful and tied to a business objective.
Transparent: We believe clarity builds trust.Explain the “why” behind recommendations whenever possible. Avoid vague claims, unnecessary complexity, and unsupported superlatives.
Practical: We focus on action over theory.Communicate in ways that are useful, relevant, and easy to understand.
Confident: We have a point of view.Challenge conventional thinking when appropriate, but always remain respectful and solutions-oriented. Confidence comes from expertise, not exaggeration.

Writing Principles

Follow these principles in every piece of content.

Write for Humans: Use clear, conversational language. Avoid unnecessary jargon or overly formal writing.
Lead with the Outcome: Start with the business value before explaining the feature.
Be Specific: Replace broad marketing claims with examples, customer outcomes, or supporting data whenever possible.
Keep It Concise: Every sentence should communicate one idea. Remove unnecessary words and repetition.
Use Active Voice: Write directly and confidently.
- Instead of: Campaigns are optimized by our platform.
- Write: Our platform optimizes campaigns.
Focus on Benefits Before Features: Lead with what customers achieve, then explain how.
Make Content Easy to Scan: Use short paragraphs, descriptive headings, bullets, and tables when appropriate.

Style Guide

Capitalization

Use Title Case for page titles and headings.
Use Sentence case for body copy.
Avoid ALL CAPS in paragraphs.

Numbers

Spell out one through nine.
Use numerals for 10 and above.
Always use numerals for percentages, dates, currency, and statistics.

Dates

Use July 11, 2026.
Avoid: 7/11/26 or 11 July 2026.

Oxford Comma

Always use the Oxford comma.

Contractions

Use contractions when appropriate. They create a more natural, conversational tone.

Acronyms

Spell out the full term on first reference, followed by the acronym in parentheses.
Example: Demand-side platform (DSP)

Emphasis

Use bold sparingly to highlight key ideas.
Avoid excessive italics, underlining, or multiple exclamation points.

Preferred Language

The words we choose reinforce how we position Choozle in the market.

Use	Instead of
Audience Planning	Media Planning
Winnable Market	Addressable Market
Buying Outcomes	Buying Media
Commerce Intelligence	Third-Party Data
Strategic Partner	Vendor
Programmatic Stewardship	Campaign Management
Capital Efficiency	Media Spend
Measurable Business Outcomes	Impressions or Clicks

Words to Avoid

Avoid generic marketing language that could describe any technology company.

Instead of saying your product is:

Best-in-class
Cutting-edge
Revolutionary
Game-changing
Industry-leading
Next-generation
End-to-end
One-stop shop

Describe what it does, why it matters, and the outcome it delivers.

Editorial Standards

Good writing is easy to understand, easy to scan, and focused on the reader. Before publishing any content, use these standards as your final review.

Do	Don’t
Write in active voice.	Rely on passive voice.
Keep paragraphs to 2–4 sentences.	Create long walls of text.
Use simple, conversational language.	Use jargon or unnecessary corporate language.
Lead with the customer outcome.	Lead with product features.
Support claims with examples or data.	Make vague marketing claims.
Use headings, bullets, and tables to improve readability.	Write large blocks of uninterrupted copy.
Remove unnecessary words.	Use filler such as “very,” “really,” or “simply.”
Be direct and confident.	Overqualify statements with “we believe,” “we think,” or “might” when not necessary.

AI Writing Guidelines

AI can help accelerate content creation, but every piece of AI-assisted content should be reviewed by a member of the Choozle team before publication.

When using AI:

Use AI to brainstorm, organize ideas, and create first drafts.
Always fact-check statistics, product information, and customer claims.
Edit for Choozle’s brand voice and messaging.
Remove generic or repetitive language.
Ensure content is original, accurate, and customer-focused.
Never publish AI-generated content without human review.

AI should enhance our writing, not replace strategic thinking or editorial judgment.

Before You Publish

Before publishing any content, ask yourself:

Is it clear?
Is it concise?
Does it focus on the customer?
Does it lead with the business outcome?
Can anything be removed?
Would someone outside our industry understand it?
Does it sound like Choozle?
Does it reflect our brand voice?

Our team of digital media experts are here to meet you where you are on your digital journey. Whether you’re looking to leverage our self-service platform or managed services, we’re ready to chat about your Display, CTV, Native, Audio, Video, DOOH, Search or Social advertising needs.