Don’t let your Brand voice get ‘lost in translation’!

Don’t let your Brand voice get ‘lost in translation’!

Translate your Brand the right way

Your Brand is your corporate personality. You typically spend an enormous amount of time, money and effort in defining your brand. But to communicate a global corporate identity to a global market and ensure consistent customer experience, you need to ensure that your brand’s voice, its overall look and feel is always consistent, no matter which language you translate it into. So how can you ensure a consistent brand voice and tone in a global market? How do you manage consistency in content styling across different translators and languages?

Based on our years of experience, we recommend the following strategies to help you define your corporate style and brand voice across various target languages.


  1. Your brand’s got style—and your translator should know it

 Language translation is as much a science as an art. Thus translation quality is a subjective aspect. A style guide helps communicate the background information about your company and gives the translator guidance to ensure that your message retains your brand identity.

Some of the key aspects of style guide that you need to include are

  • List out spelling, words and acronyms that need to remain same across translated language
  • Providing instructions to choose words that convey a particular feeling or meaning
  • Data and metrics system consistency Eg. use of commas instead of decimal points when referring to money
  • Images and examples for increased clarification


  1. More heads are better than one

 When it comes to developing your brand voice, you end up using having multiple internal and external stakeholders work with your brand team to get that “one” brand out there. So when it comes to translating your brand, make sure your language service provider has multiple teams working on your project so that you can choose the work of the team that best reflects your brand style and tone.


  1. Be patient and provide detailed feedback

With high-quality reference materials, translators can learn your local brand voice. However, this process takes literally months or even years and effort, as feedback must be very comprehensive and regular.


  1. Tone

When it comes to translations, you want to be sure your company voice remains consistent across each language. To steer the linguist in the right direction, specify how you want your brand positioned to your target audience and provide specific guidelines on how to do so.

Without these details, your translations could hit a sour note with the target demographic, posing extra costs and delays due to rework.

Remember when it comes to translation of your brand voice, to do justice to your brand you need to spend as much time and effort in translating the brand as you did in developing it in your source language.

The language pre-flight process can seem intimidating, but it represents a valuable investment in both time and money. This investment on the front end can pay back huge dividends in faster turnaround times, fewer review and editing steps, and reduced risk of introducing a cultural or linguistic error to market.

It’s your brand. Make sure you set it up to succeed when taking it to new markets.


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