How Do You Define and Manage Your Corporate Language?

Corporate language plays a pivotal role in shaping the identity and impact of your company and its brand.

But what truly defines your corporate language? Have you explicitly defined it, or does every employee in every department write however they please?

What exactly is “corporate language,” and what tools do you need to define and manage it? Let’s dive into it.

What is Corporate Language?

Corporate language refers to the words, phrases, and visuals your company uses to communicate both internally and externally. It influences the entire spectrum of corporate communication, from internal messaging to web content, press releases, annual reports, and advertising slogans.

For international companies operating across multiple markets, communicating in various languages is often necessary. Hence, localized messaging becomes critical for each market.

Corporate language is a key component of your company’s image and identity. It creates perceptions of your company in the minds of stakeholders, including customers, business partners, shareholders, and potential employees. A strong corporate language enhances trust and helps drive engagement.

How Do You Define and Manage Your Corporate Language?

Effective communication requires corporate language that is consistent, clear, and personal. For example:

• Consistent: If engineers and technical editors use different terms to describe the same product or process, confusion is inevitable. This can create inefficiency and lead to additional costs. Clear and consistent terminology improves efficiency and minimizes miscommunication.

• Clear: Websites filled with technical jargon often result in high bounce rates. Using simple, clear language tailored to your audience can spark interest and build trust in your brand.

• Personal: To truly connect with your customers, your company needs to define its target audience and communicate with them using the right tone. Developing a distinct linguistic style demonstrates that your company cares about its customers and helps you stand out in a competitive market.

Two Essential Tools to Define and Manage Corporate Language

How can you ensure that your corporate language remains consistent, clear, and personal across all communications? How do you establish rules and terminology that everyone in your organization can follow?

To effectively define and manage corporate language, you need the right tools, including:

1. Language Style Guides – These ensure consistency in tone and style across all languages.
2. Corporate Dictionary – This defines company-specific and industry-specific terms in all the languages your business operates in.

Tool 1: Language Style Guides

Typically, the communications department is responsible for creating and enforcing the language style guide.

Both in-house and external writers, editors, and translators (including your language service provider) should follow these guidelines.

Language style guides answer key questions such as:

• Do we use German for Switzerland or for Germany?
• How should company and brand names be spelled?
• Do we write out currency names in full or use abbreviations?

Style guides should also establish the company’s voice and tone. For example, if your target audience is young and trendy, your language might be more casual and dynamic. Conversely, if you are targeting an older, more professional audience, your tone might be more formal. Codifying these preferences in your style guide ensures that your company’s voice remains consistent across different authors, media, and languages.

Tool 2: Online Corporate Dictionary

Corporate terminology and technical glossaries go hand-in-hand with style guides. Large companies often use thousands of technical terms in their communications. Ideally, these terms are managed through tools that make them easily accessible to anyone within the organization.

For global businesses, which often communicate in 10 or more languages, an online corporate dictionary is invaluable. It allows writers, editors, and translators to quickly identify the correct terms and ensure consistency across all documents and translations. Additionally, it can include extra information, such as definitions and usage notes, making the dictionary even more useful.

Professionally managed corporate dictionaries support both external communications with clients and internal messaging within the organization. If you’ve ever noticed different departments using different names for the same products or processes, you’re not alone. This lack of consistency can lead to confusion and costly misunderstandings. A centralized corporate dictionary ensures clarity and improves efficiency throughout your company.

We Help You Define and Manage Your Corporate Language

Are you ready to create your own language style guide? Could your employees and providers benefit from a centralized online corporate dictionary for technical and company-specific terminology?

Contact us to learn how we can help you create language style guides and manage your company’s unique terminology, promoting consistent, clear, and personal corporate communication.

◀️：10 Dos and Don’ts for the Software Localization Process

▶️：Top 10 Tips for Effective Multilingual Annual Report Translations