Shape Your Brand Identity with Localized Tone of Voice

Investing in your brand's tone of voice from a translation perspective is vital for attracting new customers in different markets. This process involves tailoring your branding to meet marketing objectives while maintaining your reputation.

What is a Brand’s Tone of Voice?

A brand tone of voice is a set of principles used to convey your brand to your customers or an audience. It's often considered one of the most critical elements of a company's marketing communications. It's the way your company “speaks” both internally and externally. 

One way of thinking about a brand's tone of voice is to consider its personality. Just like human beings, brands have personalities. And just like human beings, every brand is different. So, think about describing your brand’s tone of voice like you would describe somebody's personality. How would you like your business to appear to your customers?

You might want your brand to appear professional yet friendly, or perhaps caring and trustworthy. You might want your business to appear fun but not silly, or informal yet authoritative. These are all tone of voice attributes and will affect the types of wording you use in your communications. It’s helpful to create tone of voice guidelines you can stick to.

When you are thinking of launching a business in a new country, it’s essential that your brand tone of voice translates correctly to the new target market.

Why Does Localized Tone of Voice Matter?

Your brand tone of voice is an important tool to help distinguish your brand from any competitors. But a brand identity can easily be lost in translation. So, it’s important to work with translators who know how to maintain the right tone of voice.

One mistake many businesses make is assuming that because their brand tone of voice is well received in their home country, it will work the same way in a new target market. This is not always the case due to different language nuances and dialects. Your brand tone of voice might not translate in the way that you intend.

Sometimes, businesses overlook certain phrasing, which might be perceived negatively, culturally insensitive, or even offensive in other languages. If the tone of voice hasn't been translated effectively to the new target market, your brand identity and reputation could be seriously damaged. It’s advisable to avoid using any slang words or colloquialisms that could be misinterpreted, and also avoid using long-winded explanations. Keep wording concise.

So, if you want to maintain your brand reputation and reach global audiences, ensure you have an effective translation of your brand’s tone of voice.

How Does a Translator Retain the Brand Tone of Voice?

A professional translator skilled in tone of voice looks at ways to bring your brand personality to life so it appeals to your desired target market. This means using references that people understand such as cultural nuances. They would avoid using wording that might be perceived as offensive to that local market. This would include any text that might appear sexist, inappropriate, or insensitive in the target market’s language.

We understand the importance of preserving a brand's tone of voice. Our translators can adeptly handle English-to-Polish translations, ensuring your content resonates with cultural nuances pertinent to your target market.