Set the brand voice

The brand voice tells the translation engines how your content should sound: formal or informal, which tone to use, and which words to avoid. You set it for the organization and refine it per site and per language.

Everyone in the organization can see the brand voice. You need the admin or owner role to change it.

Set the organization’s voice

  1. Open Brand voice in the dashboard.

  2. Fill in what applies:

    • Formality: formal or informal, for example German Sie or du.

    • Instructions: tone and style, in plain words. For example: “Friendly and direct. Short sentences. Address developers, avoid marketing language.”

    • Forbidden words: comma-separated words the translation must not use, for example “cheap, revolutionary”.

  3. Save.

Refine it for a site or a language

  1. On the Brand voice page, choose a site under Per site.

  2. Fill in the section Whole site for the site, or a Language section for one target language. Empty fields inherit from the level above.

  3. Save.

How the levels combine

Setting

Rule

Formality

The most specific level that sets one wins: site + language, then site, then organization.

Instructions

All levels apply, general first.

Forbidden words

All levels apply together.

The formality in the site’s language settings (Formal or Informal) takes precedence over the brand voice. Leave it on Default to use the brand voice.

What each engine receives

  • DeepL applies the formality, where the target language supports it.

  • The LLM receives the formality, the instructions and the forbidden words.

After translation, a forbidden word in the result is a QA error: the translation is held back in the review queue. The check matches whole words and ignores case.