Articles on: Brand DNA

Ban List

Ban List


The Ban List tells Mavic which words and phrases to avoid in everything it writes for your brand. It's the fastest fix when outputs drift off-brand.


What to put on it


Three categories make up most ban lists.


1. AI clichés


Words that immediately make content feel AI-written. Common offenders:


  • "unleash", "unlock", "harness"
  • "in today's fast-paced world"
  • "game-changer", "revolutionary", "cutting-edge"
  • "tapestry", "realm", "navigate the landscape"
  • "delve", "elevate", "empower"


Copy this list as your starting point.


2. Other brands' names and protected terms


  • Names of other brands you don't want to amplify
  • Trademarks you can't legally use
  • Acronyms specific to other companies


3. Off-brand language


  • Buzzwords your brand has decided never to use
  • Casual words for a serious brand (or the other way round)
  • Anything you've had complaints about


How to set it up


  1. Go to Brand DNA → Brand Book → Ban List.
  2. Click + Add term. The Ban List drawer opens.
  3. Type a word or phrase in Add a term and press Enter. To add many at once, paste them separated by commas or new lines.


Ban List section with + Add term


Each term is saved as soon as you add it; there's no Save button. To remove a term, click the × on it. Use Search... in the drawer to find a term in a long list. You can come back and add more any time with + Add term or the pencil on the tile (Edit ban list).


Important caveat


The Ban List is a strong nudge, not a hard filter. Mavic does its best to avoid these words, but they may still appear occasionally, especially in longer documents or when a banned word is hard to avoid. See limitations on the tile explains this.


If a banned word slips through, tell Mavic in the same chat: "Rewrite without using the word X."


Tips


  • Start with the AI clichés above. They catch most of the "this sounds like AI" problems.
  • Add as you spot patterns. Every time you find yourself editing the same word out, add it.
  • Review every quarter. Some words you banned a year ago might be fine now, and the other way round.




Updated: November 2026

Updated on: 01/11/2026

Was this article helpful?

Share your feedback

Cancel

Thank you!