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Style guide.

A style guide covers text and imagery.  It includes preferred spelling, grammar, and punctuation conventions to follow.  It may address regional variations in a language, and how to present numbers, prices, dates, etc.

Style guides provide consistency among different content items.   

A style guide incorporates voice and tone guidelines.  It indicates preferred terminology: which words to use, which spelling to use, and any jargon to avoid.  Style guides can be incorporated into software used to create content. 

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