(CNN) The Church of Jesus Christ of Latter-day Saints is embarking on a rebranding effort of sorts.

The church, commonly referred to as the Mormons, really wants people to stop using that word. It also wants people to stop using LDS as an abbreviation. From now on, it prefers that people use the church's full name, and when a shortened reference is needed, to just use "the Church" or "Church of Jesus Christ."

These preferences are contained in a new style guide that the Church of Jesus Christ of Latter-day Saints released Thursday. It states that while "the term 'Mormon Church' has long been publicly applied to the Church as a nickname, it is not an authorized title, and the Church discourages its use." It also asks that the term "Mormons" not be used in references to members.

Also out: the word "Mormonism," which the style guide states is an "inaccurate" word to use to describe the "doctrine, culture and lifestyle unique to The Church of Jesus Christ of Latter-day Saints." But the word Mormon is fine to use in proper names, like the Book of Mormon, or in historical expressions like the Mormon Trail.

'The importance of the name'

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