How to create a banned words list for your brand

The Strategic Foundation of the Banned Word Concept

A banned words list is an operational tool that systematically documents expressions a brand will never use and offers recommended alternatives for each one. This list forms the most concrete layer of the brand personality protection mechanism. A luxury hotel chain, for example, might ban "cheap," "discount," and "deal" while preferring "exclusive pricing," "preferred terms," and "curated offerings" instead.

The theoretical basis for this approach traces back to linguist George Lakoff's framing theory. The words we use do not merely convey information; they build perception frames. A wellness brand choosing "client" over "patient" or an edtech platform saying "learner" instead of "student" is a deliberate framing decision. According to a 2023 McKinsey customer experience report, consistent word choice creates a 28 percent positive difference in brand perception.

Five Core Banned Word Categories

An effective banned words list should be structured across five categories. The first is "expressions misaligned with brand personality": overly formal phrases for a casual brand, slang for a serious one. The second is "competitor-associated terms": words that echo a rival's slogans or signature language. The third is "insensitive and exclusionary language": expressions carrying discriminatory connotations related to gender, ethnicity, or age.

The fourth category is "jargon that creates ambiguity": technical terms or industry abbreviations the target audience cannot understand. The fifth is "worn-out cliches": phrases like "industry-leading," "best-in-class," and "customer-centric" that carry zero differentiation value. Each category should include at least ten examples along with their recommended alternatives.

Practical Steps for Building the List

A three-phase process is recommended for creating a banned words list. In phase one, a comprehensive word frequency analysis is performed on the existing content archive. This analysis reveals which words appear most often and which ones clash with the brand voice. Python's NLTK library or more accessible alternatives like Voyant Tools can be used for this purpose.

In phase two, stakeholder interviews are conducted; conversations with the founding team, customer service representatives, and loyal customers surface the things the brand would "never say." In phase three, a competitive analysis identifies shared cliches and signature phrases belonging to competitors. When the outputs of all three phases are combined, you get a comprehensive list aligned with both brand personality and competitive strategy.

A Living Document Presented with Alternatives

The most critical feature of a banned words list is that it provides one or more alternatives for every banned expression. A ban list without alternatives paralyzes content producers and slows down output. When the approach shifts from "don't say this" to "say this instead," the list transforms from an obstacle into a guide. Shopify's content team uses its "Polaris" style guide to offer three context-dependent alternatives for every banned term, executing this principle flawlessly.

The list should be a living document reviewed every three months. Language evolves constantly; an expression acceptable yesterday can become inappropriate as societal sensitivities shift. New trends, industry developments, and audience expectations also require additions and removals. Housed on collaborative platforms like Google Docs or Notion, the list should remain open to team members' suggestions and feedback.

Team Adoption and Automation Integration

Creating a banned words list and embedding it in the team's daily practice are two different processes. Simply distributing the list is not enough; interactive workshops should be organized so team members discover the list and understand the rationale behind it. When the answer to "Why do we ban this word?" is internalized, the list stops being an obligation and becomes a conscious choice.

On the automation side, uploading the banned word list to tools like Grammarly Business or Writer.com enables a real-time alert system. When a content producer types a banned word, the tool instantly flags it and suggests alternatives. The efficiency of this system is backed by hard data: according to Writer.com customer data, banned word usage drops by 67 percent within the first three months after automation integration.