Services in Detail
Brand Message & Tonality per Market
A brand that sounds the same everywhere sounds wrong nowhere. We develop with you how your brand speaks in each target market – documented bindingly for everyone who writes for you.
A brand that sounds the same everywhere sounds right nowhere
Brand management across languages is a balancing act: Too rigid translation makes the brand stiff and foreign; too free adaptation causes it to dissolve into local color. The art lies in the middle – a firm core of attitude and messages, spoken vividly in each market.
We develop this core with you and translate it into tonal guidelines per language: How does your brand sound in Italian – formal or informal, sober or warm, which words never? This ensures that everyone who writes for you is writing for the same brand.
Consistency doesn't mean speaking the same everywhere – it means being recognizable everywhere.
Tone Guide per Language
Salutation, formality, humor limits, taboos: A compact guide per market makes tonality reproducible.
Core Messages Transferred
Your central statements are sharpened and tested per market – so the promise is the same everywhere, even if the words are different.
Basis for All Service Providers
The guide belongs to you and works with other agencies as well – brand consistency without dependency.
From brand core to language guideline
Value posters don't help anyone who has to write a subject line on a Tuesday. We make brand operational: core messages with evidence, tonal controls with examples, do-and-don't lists with real sentences – short enough to use, concrete enough to decide.
For each target language, native speakers review how the core sounds and what might cause cultural friction. The result are guidelines that translators, copywriters, and agencies actually use – and that together with our termbase form a closed system.
How it works
- 01
Sharpen the brand core
Workshops on attitude, benefit, and messages: What applies everywhere – and what is negotiable per market?
- 02
Define tonality
Tone controls, example sentences, taboos: the brand voice becomes describable rather than a matter of feeling.
- 03
Market adaptation
Native-speaking professionals transfer the core per language – checked for culture, form of address, and nuances.
- 04
Guidelines & introduction
Compact language guidelines per market, introduced to everyone who writes – internally and externally.
Typical use cases
Internationalization of the brand
The brand enters new markets: The voice should come along, not just the words.
Many writers, one sound
Agencies, freelancers, teams: Everyone writes for the same brand – with guidance instead of chance.
After merger or rebranding
New brand world, old text assets: We define the new voice and the path to get there.
What you get
- Brand core document: Attitude, benefit, core messages
- Tonality guideline per target language with examples
- Cultural review of messages and visual worlds
- Do-and-don't collections with real sentences
- Integration with terminology database
- Introductory session for all text stakeholders
Frequently asked questions about this service
How is this different from a corporate wording document?
Classical corporate wording is monolingual in mindset and rarely used. Our guides are written per market, oriented by examples, and deliberately short – tools for daily writing, not shelf ware.
Do we need this for each language individually?
The core is created once; adaptation is needed for every language you seriously communicate in. Prioritization can be done by market importance – structure and pricing are designed for that.
Can our existing agencies work with it?
That's exactly what it's for: The guide makes external partners faster and more consistent – and approvals more relaxed because there's a common reference.
