Many businesses struggle with preserving their core brand identity while recreating content for a new culture. Translated content needs to uphold the very things the company is known and celebrated for. It is important that given cultural expectations, a company’s brand voice is uniform throughout. In addition, high translation quality requirements of the enterprise have been the biggest challenge preventing global brands from placing translation orders online. One must remember that the passion you have about a product may not be translated properly across all languages and cultures.
Globalization is the key to expanding your market. Consequently, in order to expand, localization should not be overlooked. One wants to gain attention from all types of audiences, but also preserve your core brand identity that you have worked hard to sculpt.
Localization is all about recreating words for a new culture and carrying your message throughout. You must work with your image and confidently understand how it comes across to all languages. There are certain cultural expectations that come along with your brand voice. Solidify your core message and then translate.
How should you go about this? Logos, taglines, and slogans are the most important part of your brand identity and have a major influence in brand unity. The first step is making sure your logos, taglines, and slogans are uniform and translated properly.
It is also helpful to standardize your brand entirely so it is distinguished across all language borders. The overall impact of your campaign message should remain unchanged despite being offered in multiple languages. To ensure a cohesive message across languages, one must familiarize themselves with all original source content in order to have an understanding of the brand’s voice and portray this consistently across audiences. If the budget is not there for total localization, customer-facing materials should have the highest priority for transcreation.
According to Common Sense Advisory, 55% of consumers only buy products and services in their native language. One must communicate in multiple languages in order to reach all possible audiences.
Achieve your globalization goals by:
- solidifying your core message
- determining your brand identity
- utilizing quality marketing translation services to expand your global reach while keeping your brand message cohesive
- increasing brand unity across multilingual channels!