One of the biggest challenges for companies that have translation needs spread over several different content channels, in different languages, and over a period of years is keeping a consistent brand voice.
If you find yourself in this situation, believe us, you’re not alone. As a Language Services Provider (LSP), we’re used to working with clients on a long-term basis as a partner rather than just a supplier, and we know that verbiage, tone-of-voice, formality, and other linguistic areas can slip.
They can slip in English communications over the years (compare the level of formality in emails you sent 10-15 years ago to colleagues as opposed to now), so it’s natural that they’d slip in translated material too.
One of the best tools to combat this is a style guide. Over the next few minutes, we’ll explain what a style guide is, why it’s beneficial to your business, and how we use it to keep your translations consistent and on-brand.
Let’s look a little more closely at what we’re talking about.
A style guide is a structure for how your company represents itself textually. It’s how your LSP partner can coordinate linguists working in any language to ensure they maintain a singular way your company speaks to partners, customers, employees, the public, and anyone else.
It can take into account the different nuances that a region or language may throw at you, so it isn’t one size fits all, but it is one style fits all, even if that style changes when speaking to different audiences (maybe you speak more formally to government agencies and officials than you do to the general public, for example).
Not all languages are translated in the same way. Just look at the differences between European romantic languages, Eastern European languages, Asian languages, and Middle Eastern languages.
Some of them read left to right, right to left, top to bottom, and have character sets that don’t resemble each other. Your style guide can address each language individually while helping you maintain a consistent way of communicating.
We’d suggest your style guide looks at the following areas. When brought together, they’ll form a consistent basis across any language.
It should be noted, however, that this isn’t an exhaustive list and certain industries may have their own requirements that can be added to this.
A style guide is a constantly changing and evolving guidebook for translators and linguists. When you come across textual challenges in a language, you’ll consider them with your LSP and in line with your brand and make a new rule in your style guide.
Because of the almost infinite diversity when combining languages, audiences and circumstances, your style guide has to be constantly reviewed and updated.
Ask for feedback from translators about your style guide. What did they find useful about the style guide? What has been difficult for them? Is it comprehensive enough? Is it clear enough? Is it easy to access and get the direction they need? Are there any areas, from a localization point of view, that they would challenge?
Like everything your business invests in, your style guide has to add value to your operations and bottom line. Here are just some of the benefits of a good style guide:
Your style guide is your rulebook. You own it. You can adapt and change it. It’s not there to lock you down; it’s there to help your business grow smoothly.
It’ll help you as you head into new markets if you understand its value, make it comprehensive but easily usable, invite feedback, and keep it up to date.
Any good LSP will tell you that a style guide is a vital tool in implementing a successful globalization strategy.
We’ve explored the critical role a style guide plays in maintaining a consistent brand voice across multiple languages. By establishing clear guidelines on tone, grammar, and other linguistic elements, you can ensure that your brand’s message remains consistent, accurate, and engaging—no matter the language or market.
This consistency not only strengthens your brand identity but also drives better customer engagement and operational efficiency.
At LinguaLinx, we understand the complexities of global communication. With over two decades of experience and ISO 17100 and ISO 9001 certifications, we’re here to be your trusted partner, ensuring that your brand’s voice is preserved and amplified across all languages and platforms.
Ready to take the next step? Contact us for a free consultation and a customized quote.
With LinguaLinx, you can be confident that your message will resonate clearly and effectively, no matter where in the world it’s heard.