Define personality before wording
Define how the brand behaves when it explains, persuades, welcomes and apologises. Does it lead with the conclusion? Is the language conversational or formal? What kind of humour is appropriate? These decisions travel across languages better than a list of approved and banned words.
Choose three principles with clear boundaries, such as warm without trying too hard, confident without exaggeration and direct without becoming cold. Test each principle on an ad, service message and web page before approving it.
Write the second version from meaning
Begin with a brief that explains objective, audience, idea and call to action. After the first version is written, give the second writer both the brief and the copy, and ask them to protect meaning rather than word order. This allows a structure suited to the language, culture and platform.
Compare both versions against the same question: do they create the same feeling and invite the same action? Arabic may be longer or more rhythmic, while English may be shorter. Visual symmetry matters less than message clarity.
Review language inside the design and journey
Do not approve copy only in a separate document. Review it inside the card, video, menu and form, and on a real phone. A headline may be linguistically correct but fail visually, or the Arabic call to action may fall below a long scroll while the English one stays above the fold.
Run a final review with a writer, designer and decision owner. Read the copy aloud, test interface direction and confirm numbers, names and links. This short round prevents small errors from weakening the impression of the whole brand.
- A shared personality before wording
- One brief for both versions
- Writing from meaning, not word order
- Review in design and on mobile
