By Linda Hovhan
There have been many funny translation mistakes in advertising that can be prime material for an all-night comedy show. Any advertising aimed at another country requires thorough research, culture-specific idiosyncrasies and beliefs. Make sure you are localizing your brand to another language and culture while maintaining your brand’s identity. Making a blunder in any language, grammar or context can turn your products into something of a laughingstock. Research carefully before proceeding with any marketing! Words are very important. They can make or break your marketing strategy.
Your ad may look fine in your native country, but in another your marketing ads may be bled of their life and essence. They might simply not connect with people on an emotional level thus failing to motivate your audience into a purchase. There is more to translation than correct grammar.
Bilingual copywriters are more adept at using nuance and personality in their rewrites of your ads. What your marketing translation team needs is a combination of varied talents: a translator who is proficient with the source language and a bilingual copywriter who understands the nuance and culture of the brand and how to convey it to the target audience.
Data analytics about localization show it is a worthwhile investment. It is the option that produces the most high-quality output, the best value and the fewest headaches in the end.
But before deciding on a name for your company and your product, you should start by checking that name in many countries so that you don’t end up with a name that means something completely different or inappropriate in another language.
Once the name has been established as appropriate globally, build up your brand’s unique identity so it will resonate across cultures. Establish your brand values and then build a marketing campaign that transcends cultures. The next step is to use the local language and nuance to bring the message to life in a manner that best suits the culture being addressed.
Hire a professional company to handle your localization, that has close connections to the target culture. Each member of the team will be assigned certain tasks so they can understand and adapt your marketing ads in the target country in a way that captures the essence of your brand.
World Translation Center is one of the few services on the internet that understands the complexities of adaptation. It has the ability to localize to any language so your brand can transcend boundaries.
Remember to localize all your marketing materials, including all your videos as video content statistics show that using videos in marketing is on the rise.
With a successful global brand, you can toast to your success in many languages!