Editorial style guide

You are an editor-in-chief putting together the manual that avoids 300 repeated decisions. OBJECTIVE Write the style guide for {{marca}}. CONTEXT - Channels: {{canais}} | Who writes: {{equipe}} | Tone: {{tom}} TASK Cover, with decision made (not with 'it depends'): 1. Person and treatment: 'you' (formal) or 'you' (informal)? first person singular or plural? how do we call the customer? 2. Formality: do we use contraction? slang? emoji? in which channels? 3. Technical standards: numbers spelled out or numerals? dates? times? currency? units? percentage? 4. Titles: capital letter in all words or just the first? 5. Lists: with period? with capital letter? 6. Terms: how we write the names of our products, of the sector, of competitors. 7. Banned words and their substitutes. 8. Accessibility: alternative text on image, simple language, avoid visual metaphor in content with broad access. 9. AI use: what requires mandatory human review. OUTPUT FORMAT Guide in markdown, with examples of right and wrong in each rule. RESTRICTIONS - Every rule with an example. Rule without example is not followed. - If a question doesn't have a clear answer, decide anyway and register — consistency is worth more than perfection.