brand glossary: global voice

Global voice is how to activate a brand voice across markets so that it adapts to specific language nuances and cultural contexts, in order to create a globally consistent expression. Rather than creating different voices from region to region, it draws from the central character, personality and voice of a brand, draws out of it the cross-cultural aspects, and then adapts it for local use. That way, regardless of what language a brand speaks, or location where it lives, it always lives up to its promise.

Also known as: Voice

Resources: Brand Heard Round the World

See also: Voice, Brand Voice, Linguistic Disaster Checks, Transliteration, Transcreation