Translation Brief Template
For marketing and customer-facing content
Created by Kirsty Low Translation – German-to-English translation, transcreation and SEO translation.
Use this template to explain your project to a translator. Short answers are welcome, and you can link to existing guidance rather than repeat it here. Complete what you can and write “please advise” wherever you’d like help deciding.
How to Use This Template
For a batch of related content, feel free to use one brief and note any requirements that differ between items.
Confidential information: You can describe the project without supplying sensitive names, links or files at the initial enquiry stage. Flag any NDA or access arrangements that need agreeing before you share more. Your translator may need to see the content before confirming the scope, price and timing.
For more guidance on what to include and why it matters, read How to Brief a Translator for the Best Results.
1. Project Overview
Project name or short description:
[Your answer]
What content is included?
List the pages, documents or other items, with an approximate word count if known. A short description is enough if you can’t yet share the files.
[Your answer]
Source language and target language(s):
[Your answer]
What work do you need?
For example, translation from the source text, review of an existing translation or advice on the best approach.
[Your answer]
Is there an existing translation or draft?
If so, identify it and explain how it was produced, if known, including whether AI or machine translation was used.
[Your answer / Not applicable]
Are there confidentiality or access arrangements to agree?
[Your answer / None to flag]
2. Audience and Market
Who will read the translation?
Include what readers are likely to know about the subject and anything relevant to their needs or reasons for reading.
Example: UK café owners considering adding frozen pastries to their menu. They may be unfamiliar with our products and need to understand the preparation involved.
[Your answer]
Which country or market are you targeting, and which language variety should be used?
For English, this might be British English or US English. Flag any different requirements across markets.
[Your answer / Please advise]
3. Purpose and Publication Context
What should readers understand or do after reading?
Be specific about the role of this content.
Example: Prospective hotel guests should understand the room options and be able to decide whether to check availability.
[Your answer]
Where will the translation appear?
For example, on your website, in an email campaign or on product packaging. If you’d like, you can share a link, screenshot, layout or short description to show the context.
[Your answer]
4. Voice and Tone
How should the translation sound like your brand?
Describe the writing choices that matter, or refer to existing brand guidance.
Example: Address readers directly, explain product details in everyday language and let specific features convey the appeal. Use praise sparingly.
[Your answer]
Does this particular piece need a different tone?
For example, a customer information email may need a more measured tone than a launch announcement from the same brand.
[Your answer / Follow our usual voice]
Are there examples to follow or wording to avoid?
If you share an example, feel free to explain what is useful about it, such as its directness, level of detail or use of humour. You can describe these qualities if the example is confidential.
[Your answer / No examples available]
5. References and Fixed Wording
What reference materials should the translator use?
These could include a glossary, approved translations, product information or a style guide. Identify each resource and say whether it is a requirement or background only. Flag older guidance and explain which resource takes priority if instructions conflict.
[Your answer / None available]
Are there terms, names or statements that must follow approved wording or remain in the original language?
Identify the wording and where it applies.
[Your answer / None to flag]
6. Scope for Adaptation
What may the translator change to make the content work for the intended readers?
Consider headings, sentence order, explanations, cultural references and calls to action. Identify anything that must stay in place or needs approval before changing.
Example: You can rewrite headings and reorder sentences within each product description. Keep the product names and section order. Please submit alternative campaign slogans for approval before using them elsewhere in the content.
[Your answer / Please advise]
7. Additional Requirements
Complete the parts that apply to your project.
Length, Layout and Delivery
Are there word or character limits?
State the limit, where it applies and whether spaces count.
Example: Product titles must be no more than 60 characters, including spaces.
[Your answer / Not applicable]
Are there layout or formatting requirements?
Note any fixed space, elements that must stay together, or formatting to retain.
[Your answer / Not applicable]
What files or delivery format do you need?
Include any relevant CMS requirements and whether you need the translation supplied in a file or entered into a system.
[Your answer / Please advise]
Search Optimisation
Does the project include SEO work?
Say whether you have target-market keyword research to supply, need research as part of the project or would like advice. Identify the pages and any elements to include, such as page titles and meta descriptions.
[Your answer / Not applicable / Please advise]
Specialist Requirements and Review
Are there any specialist requirements or approved statements the translator needs to follow?
Share the relevant instructions or wording, and identify who will arrange any legal, regulatory or other specialist review of the translated content, if necessary.
[Your answer / None to flag]
8. Timing, Questions and Approval
Is the source text final?
If changes are expected, say which items may change and when the final version will be available.
[Your answer]
When do you need the translation?
Give the requested delivery date and, where relevant, time and time zone. Note whether the date is fixed or flexible.
[Your answer]
What needs to happen between delivery and publication?
Include internal review, specialist approval or checks in the final layout, with dates if known.
[Your answer]
Who can answer questions about the content?
Give a name or role and contact details, as appropriate.
[Your answer]
Who will review and approve the translation?
If several people are involved, identify who will bring their feedback together.
[Your answer]
What else would you like to discuss before work begins?
[Your answer / Nothing further at this stage]