Building a Glossary and Term Base
Start with a central term base containing all relevant specialized terms, product names, and brand names. For each entry, define the preferred translation as well as context, part of speech, and source. Use tools such as SDL MultiTerm or memoQ TB to manage terms across languages. Ensure the term base is regularly updated with new terms from current projects. Clear responsibility for maintenance prevents inconsistencies. Also store synonyms and forbidden alternatives to avoid mistranslations.
Creating a Do-Not-Translate List
Record all elements that must remain in their original form: product names, slogans, legal designations, brand logos, abbreviations, or specific technical terms. For each entry, specify whether it must be kept unchanged or only transliterated. The list should be integrated into the style guide or term base and accessible to all translators and reviewers. Check for new terms during updates. A do-not-translate list prevents unwanted modifications and preserves brand identity.
Defining Tonality and Salutation
For each target language, determine whether the salutation should be formal (Sie) or informal (Du). Consider cultural differences and brand personality: a youthful fashion brand may speak differently than a B2B software provider. Also define the tone – factual, emotional, humorous, or authoritative. Document examples of allowed and avoided phrasing. The style guide should also cover gender aspects, e.g., whether to use gender-neutral language or which neutral alternatives to use. Consistency in tonality strengthens brand perception.
Ensuring Consistency Across All Languages
Use translation memories and term banks to detect repetitions and ensure consistent translations. Conduct regular consistency checks, either automated via QA tools or manually by editors. Pay special attention to key terms, slogans, and CTAs. A central style guide document that is binding for all languages helps minimize deviations. Communicate changes promptly to all parties involved. Consistency is not a one-time goal but an ongoing process.
Maintenance and updating of the style guide
A style guide only lives if it is regularly updated. Assign a person or team responsible for documenting changes and approving new entries. Plan quarterly or semi-annual reviews to remove outdated rules or add new ones. Incorporate feedback from translators and editors – they spot gaps in the guide most quickly. Ensure that all parties (agencies, freelancers, internal teams) always use the current version. A version history ensures traceability.
