Brand Tone Guidelines

Written By Aira Mo

Last updated 11 months ago

1. Overview

Ensuring that translations reflect the same tone and personality as the original text is essential for maintaining a consistent brand voice across different languages. This guide covers how to adapt translations while preserving the intended style and emotional impact.

2. Why Brand Tone Matters

  • Consistency – A unified tone strengthens brand identity.

  • Player Engagement – A relatable tone enhances player immersion.

  • Cultural Relevance – Adjusting tone ensures local players resonate with the message.

3. Common Tone Styles in Games

  • Casual & Friendly – Used in mobile games, casual adventure titles.

  • Epic & Grandiose – Used in fantasy RPGs, historical games.

  • Technical & Precise – Used in strategy and simulation games.

  • Humorous & Playful – Used in cartoon, party, and satirical games.

4. Example Prompt

"Adapt the following game text into output language while maintaining the brand’s [friendly/epic/playful] tone."

5. Example Translations and Considerations

Fantasy RPG Tone

Original English:
"The gods have spoken. Your destiny is written in the stars—will you rise to meet your fate?"

Localization Considerations:

  • Maintain the epic and prophetic style.

  • Ensure metaphors resonate in the target culture.

  • If necessary, adjust "the gods have spoken" to align with regional mythology.

Casual Mobile Game Tone

Original English:
"Nice work, champ! You just unlocked a new skin. Want to show it off?"

Localization Considerations:

  • Keep it lighthearted and engaging.

  • Ensure "champ" is a term that sounds natural in the target language.

  • If necessary, replace "Want to show it off?" with a phrase that encourages player action in a culturally relevant way.

6. Best Practices for Maintaining Brand Tone

  • Use reference materials – Provide translators with brand guidelines and past translations.

  • Consider audience expectations – A humorous tone may work in some cultures but not in others.

  • Adapt expressions, not just words – Direct translations may lose the intended emotional impact.

  • Review translations with native speakers to ensure natural tone adaptation.

7. Next Steps

This structured guide ensures that brand tone remains consistent and effective across different markets.

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