What does it mean to translate a brand? What goes into translating a brand? Making your brand appeal to international audiences is not as simple as seeking foreign investors or having your website translated. Translating a brand goes all the way to the heart of what the company is about. It must feel as natural to the target audience as it does to the business owner or the board of the company.
Brands seeking an international audience have to be careful and protect their image and values when introducing their product and services to a new locale. They have to be legally compliant, have a product and/or service that meets a need in their target market, and localize their message, value proposition, and marketing materials. Through the help of a professional translation company, you can be assured that your brand and products or services will be localized by experienced translators with the skills and resources to make your marketing translation and website translation successful on a global scale.
A well-translated and localized brand can attract more customers and increase the reach of your brand. However, the best intentions don’t always yield the best results. Even the world’s most well-known companies are capable of committing international faux pas when trying to localize their brands, products, and services.
Here are some examples of brands that tried translating their brand into different languages and cultures, the area they chose, and the results they got:
There are other examples of businesses succeeding or failing at winning over a multilingual market. Successful brand localization needs planning, care, genuine interest in meeting the target market’s needs, and a local touch.
That’s why our translation agency has a team to support your brand efforts. We are equipped with the valuable capabilities of research, developing a strategy and use of professional translators fluent not only in the source and target languages, but in the culture, desires, and habits of the market you are working on or trying to reach.
Here are some tips for the translation and localization of your brand:
There are specific practices that a professional translation company uses to achieve effective brand localization. One of them includes development and implementation of a style guide. The style guide can be best considered as a road map to translation and localization success for your brand. A well-developed style guide sets standards that your company desires to maintain in your brand content on a global scale. Elements that must be included in a style guide include the following-
Effective translation and localization of your brand can mean successful expansion into new markets. With the help a professional translation company like JR Language, you can be sure that your brand translation and localization is in the skilled hands of professional translators, linguist, engineers, and project managers who specialize in providing quality advertising translation services that will effectively bring your brand’s unique message and experience to a global front. While some new technologies present cheaper and faster options for faster localization and translation, they may not be the most effective solutions for brand localization projects on a global scale.
Always consider your brand’s value and image when it comes to assessing the cost of translation services! The cost of translation services gives your brand the opportunity to be accessible to the world in other languages. In investing in translation services, you also show respect for your audience by offering quality translated and localized websites, videos and other marketing pieces. If your website is poorly translated or does not make sense to people, that communication opportunity gets lost. Would you buy from or trust a brand whose content is poorly written in English?
It’s important to also keep in mind that translating a brand doesn’t just mean translating the marketing materials. Doing business in another language or nation requires translation of legal documents including licenses, patents, formation documents, and other legal texts. Forms, surveys, and Human Resources material will also need translation, if the company has employees working in those places. For your brand localization and legal translation needs, JR Language will partner with you in your journey around the world.