# Rule type Normalize

Use this rule type to change how a string is presented. For example, the raw string for a campaign code could look like ‘Save THE TIGer.’ You can use a normalize rule to change that to ‘savethetiger.’

![Guided Matching normalize rule](/assets/guided-matching-normalize.7dc941b71d31c88d2cba384048f18c3bca85ad42a3b63cd5fb198b24d1171a30.f78e0b2f.png)

## Normalize setup

| Setting | Description |
|  --- | --- |
| Case Strategy | Define how to handle capitalization. Select **None** to not normalize case. Select **To Upper Case** to change all characters to uppercase. Select **To Lower Case** to change all characters to lowercase |
| Whitespace Strategy | Define how to handle whitespace. Select **None** to ignore whitespace. Select **Trim** to remove whitespace at the start and end of the string. Select **Remove All Whitespace** to remove whitespace anywhere in the string. |