Whether you are an international industrial group, a medium-sized family business or a public institution: when you communicate externally, you need a clear, consistent language, your corporate language.
But how is this language identity preserved when content is translated or localised? How do you make sure that your tone, terminology and style have the same effect in French, Spanish or Korean?
In this article we show how style guides work in translation and why they are a strategic tool for your brand.
What is a style guide and why do you need one?
A language style guide is a set of instructions for translators, editors and communication managers. It defines, for example:
- tone (informal or formal address, factual or emotional?)
- preferred terms and terms to avoid
- sentence length and structure rules
- spelling conventions (numbers, date formats, brand names)
- typical wording for certain types of text
In translation, it is the bridge between source text and target text, between corporate language and local language.
The challenge: language identity despite translation
Many companies experience the same thing:
The German texts are stylistically clear.
The translations “somehow sound different”.
The reasons:
- no language-specific style guides
- translations by changing providers or subsidiaries
- no central coordination of translations
- no qualified review of the target texts
The result: fragmented brand communication and an uncertain impression on customers, especially on international websites, brochures or product texts.
How style guides work in translation
Global Mundi uses style guides to implement your language identity consistently worldwide:
- Creating language-specific style guides (one per target language)
- Integrating them into our CAT tool systems (Across, memoQ, Trados)
- Briefing and training the specialist translators
- Binding application in all projects, regardless of the translation team
- Regular updates when the corporate identity changes or new markets are added
We also work with terminology databases linked to the style guide, for maximum consistency.
What belongs in a translation style guide?
- Target group for each language market
- Tone (formal or informal, technical or promotional)
- Words to avoid and preferred wording
- Terms and spellings in line with the corporate identity
- Typical example sentences
- Formatting rules (currencies, numbers, units)
We are happy to help you create or revise existing style guides, in several languages too.
Benefits of a professional style guide in translation
- Brand consistency across all languages and markets
- Fewer queries and correction rounds
- Stronger identification among target groups and partners
- Greater efficiency in producing texts
- An ideal basis for long-term cooperation
Conclusion: your language is part of your identity, abroad too
Corporate language is not a German phenomenon: it depends on remaining recognisable in other languages too.
Style guides are the tool we use to secure this language identity systematically and for the long term.
Talk to us and we will support you in building a professional, international language strategy.
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