Localize Your English Web Writing for International Success (Part 6 – Brand Voice)
In this sixth installment of our series, we explore how to maintain a consistent brand voice while adapting to the diverse preferences of English-speaking audiences worldwide.
What is a brand voice?
Your brand voice is the consistent expression of your company’s personality, values, and mission. It’s the human tone behind your content—the character your audience comes to recognize and trust. While the content of your message may change from market to market, your voice should remain recognizable. It’s what connects all your communications, from website copy to social media posts, across languages and borders.
Why brand voice localization matters
A clear, consistent brand voice builds trust, strengthens loyalty, and differentiates your business in competitive markets. But tone and messaging that resonate in Japan may not connect in markets with different norms and expectations. For Japanese companies expanding into global markets, localizing your brand voice ensures your message remains culturally relevant, emotionally engaging, and easy to connect with.
Start with a strong foundation
Before localizing your brand voice, define the core elements of your brand voice that must remain consistent. Clarify these elements in a centralized brand voice guide that serves as the foundation for all your localized voice adaptations. The guide should include:
- Personality traits (e.g., friendly, innovative, reliable)
- Core values (e.g., trust, craftsmanship, creativity)
- Emotional goals (e.g., inspire, reassure, empower)
- Brand mission (your larger purpose)
Stay flexible across regions
Successful brand voice localization balances global consistency with local relevance. While your core identity stays the same, the way you express it—in tone, directness, humor, emotional appeal, and references—can and should vary by region. Here are some examples of how brand values might be expressed differently across English-speaking markets to better align with regional communication styles:
- United States: Consider a direct, bold, and motivational tone, as this often performs well in a market that values speed and achievement. Example: “Unleash your potential with our cutting-edge solutions.”
- United Kingdom: British users often appreciate subtlety, politeness, and dry wit. Example: "Discover how to discreetly supercharge your business."
- Australia: In many contexts, Australians value authenticity and informality, with a touch of humor. Example: “Get stuck into our game-changing tech.”
- Canada: It's often effective to use warm, inclusive, and community-focused language. Example: "Embrace our welcoming, forward-thinking solutions."
- Singapore: Professionalism and clarity are key, often with a more formal business Example: “Benefit from our trusted, innovative solutions.”
Global companies like Toyota tailor their messaging to specific regions. While its core values of quality and reliability remain constant, Toyota emphasizes harmony in Japan, adventure in the US, and partnership in the UK.
Don’t just translate
Localization often requires transcreation—reimagining content so it evokes the same emotional response in another culture, even if the words change entirely. For example, the Japanese concept of “安心” (anshin, or peace of mind) could be expressed in different ways depending on the market:
- US: “99.9% uptime guaranteed”
- UK: "One less thing to worry about."
- Singapore: “Trusted performance you can rely on”
Build voice guides for each market
Once your global brand voice is defined, create market-specific style guides. These help internal teams and local writers stay on-brand while adapting appropriately. Each local guide should provide guidelines for:
- Tone: Formal or casual? Friendly or professional?
- Communication style: Direct vs. indirect, concise vs. descriptive
- Use of humor: Appropriate, limited, or avoided altogether
- Vocabulary and phrasing: Localized terms (e.g., “vacation” vs. “holiday”)
- What to avoid: Taboo phrases, topics, and humor
- Sample copy: Headlines, product blurbs, and CTAs tailored for the market
- Local competitor analysis: Brief evaluations, noting brand voice and tone
Develop these guides by collaborating with native-speaking writers and cultural consultants, and by conducting competitive research. Analyze local websites, ads, and media to ensure your voice feels natural and authentic.
Localize stories and value propositions
Make your brand feel relevant by anchoring stories and examples in local contexts. A case study about a Tokyo-based client might work well in Japan, but a similar story from Chicago or Austin may connect more deeply in the US.
Your messaging should also align with local values that are authentic to the market and true to your brand. For example, a financial institution may align more naturally with London’s deep-rooted tradition than its cultural dynamism. Ultimately, choosing the right value is a strategic decision based on deep research and brand goals.
Avoid common pitfalls
Brand voice localization can go wrong in both subtle and conspicuous ways. Avoid these common missteps:
- Over-localization: Trying too hard to sound local (e.g., overusing Aussie slang) can feel inauthentic, especially if your brand is not native to the region.
- Under-localization: A generic global tone can make your brand seem disconnected from local needs.
- Inconsistency: A fragmented presence can result from team members interpreting the brand voice differently.
- Cultural stereotyping: Treating all Americans as bold or all Brits as formal can alienate audiences and erode trust.
Train, collaborate, and refine
Localization is a team effort. Make sure everyone involved in content creation understands your brand voice and how to adapt it.
- Training: Share a library of approved examples of excellent localized content and common mistakes to avoid for each target market.
- Collaboration: Work with native writers and regional experts to refine your voice through regular check-in meetings.
- Feedback loops: Encourage local reviewers to flag anything that feels off, and create a clear, simple process for them to submit this feedback.
Validate success
Test localized content before and after launch:
- Before publishing, have native speakers check for natural tone and cultural fit.
- Use A/B testing to compare different tones and CTAs on key landing pages.
- Monitor social media, customer inquiries, and user feedback.
- Track engagement, conversion rates, and brand sentiment.
Key measures of success:
- Are users sharing and interacting with your content?
- Do surveys show your brand personality is perceived as intended?
- Are localized pages driving more relevant inquiries or purchases?
- Are support interactions with customers more positive?
Your voice, their language
Localizing your brand voice is about more than tweaking words—it’s about ensuring your brand feels authentic, relatable, and trustworthy across diverse English-speaking markets. By thoughtfully adapting how you express your core brand traits, you create connections that transcend cultural boundaries.
In our final installment, we’ll explore how to streamline your localization workflow to ensure efficiency, consistency, and quality across all markets. Stay tuned!
