Brand Voice

Make every translation sound like your brand.

Brand Voice controls the tone and style of all your translations — both manual translations from the editor and automatic translations from auto-translate.

You'll find Brand Voice settings in Settings in the sidebar.

Available on every plan: Tone, custom instructions, formal/informal address, glossary, and do-not-translate terms are not paid-plan add-ons.

Tone

Choose a tone that matches your brand personality. The AI adapts its writing style to match:

Professional — Clear, neutral language for B2B or general business contexts.
Friendly — Warm and approachable, makes customers feel welcome.
Playful — Fun and witty with personality, without being childish.
Premium — Refined and sophisticated, ideal for luxury brands.
Bold — Confident and direct, no fluff or hedging.

Tip: Not sure which tone to pick? Start with Professional and try translating a few product descriptions. Switch tones and compare the results to see what fits your brand best.

Custom instructions

Add free-text instructions (up to 2,000 characters) that the AI follows for every translation. Use this for brand-specific guidance that goes beyond tone selection. Examples:

"Our brand name is 'SunBrew' — never translate it, always capitalize both letters."
"Use British English spelling for all English content."
"Keep sentences short and punchy. Our audience is Gen Z."
"Avoid corporate jargon. We sell skateboards, not enterprise software."

Formal or informal address by language

For languages where the distinction matters, choose Auto, Informal, or Formal separately for each target language. For example, you can use du in German and vous in French. Auto infers the register from your tone and source text.

Tip: Custom instructions work alongside your glossary and do-not-translate terms. Use the glossary for specific word mappings and custom instructions for broader style guidance.