Tone of voice, approved terminology, and grammar conventions documented for each language your brand publishes in. Consistent brand voice from Madrid to Shanghai.
A brand can have a clearly defined tone of voice in English and produce inconsistent, off-brand content the moment local teams start writing in Spanish, French, or Japanese. The problem is rarely skill. It is the absence of language-specific documentation that tells writers what the brand sounds like in their language, which words are approved, which are prohibited, and how to handle brand-specific concepts that have no direct equivalent.
The brand's personality expressed in terms that make sense for each language. What friendly sounds like in German is not what friendly sounds like in English. Both are documented.
A curated glossary of approved brand terms, product names, and preferred phrasings per language, alongside a banned list of terms that undermine the brand or carry negative associations in the market.
Language-specific rules: capitalization norms, number and date formats, punctuation preferences, formality levels, and rules for handling English loan words in the target language.
Style guide content structured for import into CAT tools and translation memory systems, ensuring approved terminology is automatically flagged during translation and review workflows.
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A translated style guide tells people what the English guidelines say in their language. A multilingual style guide tells them how to apply those principles in their language. For example, French has formal and informal registers that English does not differentiate in the same way. A good French style guide specifies which register the brand uses and in what contexts, which a simple translation of the English guide would never address.
Anyone producing content in the target language: in-house writers, external agencies, social media managers, customer service teams, and translators working from another language into the target. The guide is written to be usable by a native speaker with no prior brand knowledge.
We recommend reviewing style guides when the brand undergoes a positioning refresh, when new products or services introduce significant new terminology, or when market research reveals that the current brand voice is not landing with the target audience. Annual lightweight reviews are sufficient for stable brands.
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Send us your multilingual style guides brief and target markets. We will match native specialists, confirm scope, and return a clear plan as quickly as possible.
