How Translation and Localization Can Save Your Brand Overseas
Creating a clever and successful marketing campaign can be challenging enough to do effectually in English. After all, marketing materials are often catchy and clever, using plays on words to get your message out in a way that effectively resonates and reaches your target audience. So, how can you make sure to overcome the challenges of translating your message to maintain these nuances of language?
It is not enough to simply translate your materials word-for-word into another language. The translated content should have the same effect on your target audience as the original text has your English-speaking audience. Here are a couple of challenges companies may face when translating marketing materials.
· Keeping creativity in your slogan, tagline and advertising copy. Your slogan is important; it is likely one of the first things a customer sees and remembers about your company! A good slogan is catchy and easy to remember. And your translated slogan should be just as catchy or clever in the target language in order to captivate this audience in the same way.
The same can be said for all of your advertising copy, really. Marketing content often utilizes plays on words, metaphors, humor, idioms, and puns. A great translation will not be a word-for-word copy of your content. Instead, it should be an equivalent and acceptable rendition of the same humor and/or clever copy into the target language employing that language’s idioms and word plays. It should come across as naturally as possible to your target audience.
· Adapting your brand. Your brand is what makes you you. It makes you stand out from your competitors, and having a solid brand is key to winning over your audience. Your logo and imagery should be consistent in look and feel. However, there may be instances when you need to adapt some of your branding depending on the culture of the area where your marketing content will be received. This is handled via a process called localization. If your company uses a lot of red in its imagery, which can often signify passion and excitement in Western cultures, you may want to consider changing these hues when marketing in the Middle East, where red often evokes feelings of danger and caution.
You should also consider the target culture when choosing images for marketing campaigns and advertisements. You’ll want to consider what people in the target country or region find appealing (or offensive!) and make sure your content reflects that as well.
Although the process of translating your marketing materials can seem daunting, thankfully there are expert linguists who specialize in doing just that. Using a professional to handle your marketing translations will ensure you avoid potential blunders and snafus with translated content. A professional is available for every step of the process, including translating the materials in a way that renders your message clearly and naturally, and assisting you with localizing your content appropriately so that you can rest assured that your message is reaching the audience you desire in the way you originally intended. After all, your brand is on the line.