In the translation industry, separate teams of linguists typically handle each target language. To ensure that all teams meet the same standards and expectations, organizations compile their rules into a single reference document, commonly known as a “style guide.”
Despite the name, a style guide does more than define stylistic choices. It serves as a comprehensive resource that outlines linguistic conventions—such as grammar, punctuation, and locale-specific norms—alongside company-specific guidelines, approved terminology, and instructions for adapting content to different audiences. In other words, a style guide sets the parameters for producing consistent, high-quality translations.
For those unfamiliar with the field, a style guide can be thought of as a set of binding regulations—some even call it a “Bible” because of its authoritative influence on the translation process. By following these rules, linguists ensure that everyone writes in a unified, “aligned” manner.
Problems arise when style guides incorporate non-linguistic instructions. These additions, often well-intentioned, can complicate the translation process and introduce confusion. Consider this example: A team of French translators, reviewers, and quality assurance specialists begins work for a new client, using a master style guide originally adapted from a generic template. This guide provides basic language rules for French to ensure consistency, meet client expectations, and hold linguists accountable.
As the relationship between the client, agency, and linguists grows, more adjustments are made to reflect the client’s evolving style. Over time, the client—no longer just issuing orders but also educating the translation team—introduces more complex instructions. Here, communication is critical. Project managers and linguists must ask the right questions at the right time to clarify expectations. While non-disclosure agreements protect proprietary information, clients often feel comfortable sharing their knowledge, effectively turning their vendors into extensions of their own brand voice.
Tone of voice presents another challenge. As clients refine their voice and style, they expect translations to mirror these changes. The style guide becomes indispensable in transforming abstract stylistic concepts—feelings, impressions, brand personalities—into concrete linguistic instructions. Achieving this clarity often demands skilled linguists who understand both the “why” behind stylistic shifts and the technical, scientific reasoning behind language conventions. This collaboration between linguistic expertise and business needs is frequently where the industry falls short. Without well-defined guidelines, linguists, project managers, copywriters, and language managers struggle to agree on a uniform style.
Quality assurance (QA), a key part of the process, relies on these style guides. Unlike in many other industries, subjectivity plays a larger role in language quality. Each linguist brings their own interpretation of what “sounds right.” Strong style guides and QA criteria help mitigate subjectivity, ensuring everyone aligns on the same standards. Conversely, when style guides are weak, too vague, or contain non-linguistic directives, inconsistencies arise. Linguists may rely on personal experience, disagree on conventions, or simply fail to interpret unclear instructions.
Over the years, some style guides have been misused as QA scorecards or have become disjointed collections of rules that clients themselves ignore. When guidelines are scattered across multiple documents or become overly detailed, linguists attempt to capture every instruction they receive, leading to bloated, unwieldy references. Lengthy, overly technical style guides alienate new team members, especially in high-turnover environments. Too many examples and exceptions slow down onboarding. Complex sentences and specialized jargon make comprehension difficult, hampering productivity. Style guides should not read like philosophical treatises or dense grammatical essays. Instead, they should be practical, streamlined references that provide concise, scientifically accurate linguistic guidance and clearly defined business rules.
When I ask clients if they prefer brand experts or efficient writers, the response is often “both.” In reality, this is challenging—especially when relying on a rotating pool of freelance linguists. Thus, a well-conceived, pragmatic style guide becomes a company’s best strategy for ensuring a cohesive brand voice across all markets. Instead of relying on lengthy brand tone-of-voice documents that only a handful of specialists ever read, clients should trust qualified linguists and provide them with effective, accessible tools.
By remembering the true purpose of a style guide, translation workflows become more consistent and more accessible to everyone involved, ultimately enhancing the quality and coherence of the final product.
Clément Dhollande French Translator and Tutor 