A client recently wrote with a question about hyphenation: “Is it ‘non-evasive’ or ‘noninvasive’?”* It seems both versions appeared on the company’s Web site and in various sales presentations.

Whatever industry you’re in, you probably wrestle a term that makes sense either one way or the other, depending on (1) the author’s mood and (2) local breezes caused by flapping rainforest butterflies.

Take a moment to think about your troublemaker: how many folks in your organization communicate that term to customers every day – through marketing materials, white papers, presentations … even invoices? Why, a single customer might experience that term presented in as many varieties as you have people or materials.

How does that reflect on your business?

Not good. If consistency is the first jewel in the sparkling crown that is your brand, then without it, your company is, well, not so pretty.

Lucky for you, implementing consistency as an organization goal is a low-cost, low-risk investment that produces immediate results:

Appoint a Consistency Czar. Choose a detail-oriented person who has access to (and the ability to communicate with) everyone in your organization.

Direct that person to establish a well-researched log of common terms, their correct spellings and usage.

Publish: laminate, post online, assemble binders or simple folders. Whatever you choose, make certain your guide is available to everyone and that it is easy to update.


Viola! Instant, cheap credibility.

How do you prioritize and enforce consistency? What tools does your Consistency Czar(ina) use?


Starter Kit
AP Stylebook, in print or online (by subscription). The online version is fully searchable and allows you to customize with notes and tags. At $25 p/year (one user), it’s a worthwhile investment. www.apstylebook.com

Merriam-Webster online: www.merriam-webster.com Free service includes a searchable medical dictionary. Subscribe to the unabridged, ad-less version for $29.95 p/year or $4.95 p/month.



* The answer, by the way, is “noninvasive”. Here’s why:

Don’t use a hyphen if the compound you’re forming does not have special meaning and can be understood if not is used before the base word. (www.apstylebook.com)