When "Du" and "Sie" dictates millions.
Your brand voice guideline is 40 pages long. Your agency translates the words and misses the tone — every campaign, every language, every quarter. The Brand Voice Manager lets you define how your brand sounds once. Every translation applies that definition automatically.
For marketing teams, Flixu applies your brand voice configuration — tone, formality register, campaign-specific vocabulary — automatically to every translation request. Your assertive English campaign stays assertive in Japanese. Your casual consumer copy doesn't arrive back formal and stiff in German. The configuration is set once; every translation after that applies it without a briefing session.
Your agency translates the words. The brand voice is what gets lost.
The marketing team spends months building a brand voice in English — warm, a bit direct, not too formal, with a specific energy that consistently converts. The agency translates it into German and it comes back sounding like a corporate brochure from 2005. The internal team rewrites it. That correction cycle repeats for every campaign, every language, every quarter.
The problem isn't the quality of the translation in isolation. A skilled translator can render text accurately in German. The problem is that brand voice consistency at scale depends on briefing documents that don't travel reliably between agencies, translators, and projects. A style guide PDF sent to a new agency contact six months ago doesn't ensure that this week's campaign sounds the same as last quarter's.
From the community:
"Our agency translates the words but kills our brand voice every single time."
"We have a brand voice guide but translators don't seem to read it."
"Our German landing page sounds like a government document."
"Localization is always the bottleneck for our campaign calendar."
The answer isn't a better briefing document. It's a configuration that applies the brand voice before translation begins — not a document that someone has to read and apply consistently.
Campaigns launch in English and reach Germany a week later.
A campaign that goes live in English on Monday typically goes live in German on Friday — if the turnaround from the agency is fast. In seasonal campaigns, product launches, and time-sensitive promotions, that gap has a direct revenue consequence. The English market captures the first five days of campaign momentum; the DACH market gets the last two.
The Brand Voice Manager changes the timeline by eliminating the briefing-and-correction cycle. When the English campaign copy is ready, it translates with the brand voice configuration already active. The German version arrives with the correct register and approved terminology applied. The review step focuses on cultural nuance — not on correcting the same register issue that came up last quarter.
According to CSA Research, 76% of buyers prefer to purchase in their native language. That preference is only a revenue opportunity if the localized version is available when the campaign runs.
→ Brand voice configuration: Brand Voice Manager
Your approved terminology appears in as many variants as there are translators.
"Free Trial" is "Kostenlose Testphase" in one email, "Gratis- Testversion" in a landing page, and "Testlauf" in the app. The inconsistency is subtle enough that no individual instance triggers a complaint — but it accumulates into a signal that the brand wasn't designed for this market. Trust builds from consistency; inconsistency erodes it in ways that don't show up in a single conversion metric.
Glossary Enforcement loads your approved terminology as a payload constraint before translation begins. "Free Trial" maps to "Kostenlose Testversion" in German and "Essai gratuit" in French — defined once, applied to every campaign, every landing page, and every email sequence without exception. The correction cycle for terminology drift disappears because the drift is prevented at the source.
→ Glossary enforcement: Glossary Enforcement
Different campaigns need different voices — managed in configuration, not in briefings.
A B2B whitepaper and a social media campaign don't sound the same in English. They shouldn't sound the same in German either. When both run through generic MT or the same agency briefing, they often converge on a middle register that's wrong for both.
The Brand Voice Manager supports multiple profiles per account. A "B2B Campaigns" profile enforces formal Sie register, longer sentences, authoritative tone. A "Consumer Ads" profile enforces casual du, short punchy sentences, direct energy. When a team member runs a translation, they assign the appropriate profile — the configuration does the rest.
Switching between profiles doesn't require a new briefing session or a change in agency contact. The configuration is already there; the output reflects it from the first segment.
→ Multiple brand voice profiles: Brand Voice Manager
Translation quality is visible in a score, not just in a read-through.
A CMO reviewing a German campaign can tell when the tone is off — but quantifying it for a vendor discussion requires judgment that's hard to formalize. Without a structured quality measurement, the feedback is subjective, the correction is iterative, and the timeline extends.
Flixu's LQA scores every segment across five dimensions automatically: Grammar, Accuracy, Terminology Consistency, Formatting, and Fluency. Segments above the threshold are auto-approved. Segments below are flagged with the specific failing dimension. A Terminology Consistency flag means a glossary term was missing or incorrect — not that the translation generally felt off.
For marketing managers who don't speak the target language, that specificity matters. "The Terminology Consistency score on three segments is below threshold" is actionable. "It sounds a bit formal" is not.
→ LQA quality reporting: LQA & Quality Assurance
How the marketing workflow works.
Configure brand voice profiles
Create one profile per content type or campaign category. Each profile stores formality level, tone definition, and stylistic constraints. A "Product Launch" profile might specify assertive and direct language in the active voice. A "Customer Success" profile might specify warm and conversational with a specific formality level. The profiles are named and stored — a team member selects the appropriate one when running a translation.
Upload campaign copy
Upload the source file — .docx, Markdown, YAML for localization strings, or plain text. The translation runs with the selected brand voice profile and the campaign glossary active.
Review flagged segments
LQA scores every segment. Segments above threshold are auto-approved. Flagged segments appear in the review queue with the specific failing dimension marked. Review time concentrates on the segments that need editorial judgment — not on confirming that correctly translated segments are correct.
Corrections improve subsequent campaigns
When a reviewer corrects and approves a segment, the correction feeds back into the Translation Memory. The next campaign for the same brand voice profile benefits from that approval — the same register correction doesn't need to be made again.
Frequently Asked Questions
How does Flixu maintain our brand voice across languages?
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The Brand Voice Manager stores your tone definition — formality level, stylistic preferences, phrasing constraints — in the workspace. Every translation request applies that configuration before the language model generates output. The definition isn't a prompt the model can drift from over a long document; it's a payload parameter applied to every segment. The German campaign arrives with the correct register because the configuration was present before generation, not checked afterward.
Can I manage different tones for different campaigns or departments?
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Yes. Each account supports multiple Brand Voice profiles. A formal 'B2B Whitepaper' profile and a casual 'Social Ads' profile can coexist in the same account — team members select the appropriate profile when running a translation. The profiles are independent; updating one doesn't affect the others.
How does the Glossary work for campaign-specific terminology?
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You upload approved terms — campaign slogans, product names, trademarked phrases, industry vocabulary — and the glossary loads those terms as constraints before translation begins. A term defined as 'do not translate' stays in the source language across all markets. A term with an approved target-language equivalent appears consistently across every campaign, every landing page, and every email. The consistency is structural, not dependent on individual translator recall.
Is Flixu faster than working with a translation agency?
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For standard campaign content where your brand voice and glossary are already configured, significantly faster. The translation pipeline runs without a briefing session, a project intake form, or a waiting period for resource allocation. The review step covers the segments that fall below the LQA threshold — typically a small fraction of a campaign. For agencies with established client relationships and complex creative projects that require significant transcreation, the human judgment layer remains valuable; Flixu doesn't replace that for complex creative work.
Do I need to speak the target language to trust the output quality?
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No. The LQA score provides a quantified quality signal across five dimensions. A Terminology Consistency score tells you whether approved glossary terms were applied correctly — independent of your ability to read the target language. For content where you want a native speaker to verify the cultural accuracy, the flagged segments in the review queue are where that review time is most valuable.
How does cultural adaptation work — dates, currencies, regional references?
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The Cultural Adaptation Engine runs alongside translation automatically. Date formats (MM/DD/YYYY → DD/MM/YYYY for EU markets), currency context, and measurement units (imperial → metric) are adapted to the target market's conventions without a separate configuration step. For cultural references that require creative judgment — idioms, humor, market-specific metaphors — the review step is where a regional reviewer applies that judgment.
Configure your brand voice and run your next campaign.
Set up a brand voice profile, add your approved terminology, and translate a sample campaign. Compare the register to what your current workflow produces on the same content.
Related Features
- Brand Voice Manager — Tone and register configuration per campaign
- Glossary Enforcement — Approved terminology across all campaigns and markets
- LQA & Quality Assurance — Quantified quality without reading the target language
- Cultural Adaptation Engine — Date, currency, and unit localization
- Client Management — Multi-brand isolation for marketing teams
- Use Case: Marketing Translation — Step-by-step marketing localization workflow