Translating your brand messaging is a slippery slope because you want to maintain the integrity of your brand while appealing to your target audience in a new and unknown environment. As a business owner, you are constantly weighing risk vs. reward.
The first thing you need to know is that you cannot go at it alone. In order to have a successful translating strategy, you’ll need to make sure you work with a translating company that has a strong reputation in this type of project. If you need expert help, make sure you reach out to International Translating Company by calling 888-415-1580. For now, here are some tips for successful translation for your brand:
1. Hire an expert linguist
Working with a professional linguist is a game-changer because you’ll be working with someone who’s local and understand nuances in the language.
Plus, an expert linguist comes prepared by conducting your market research for you, ensuring all communication and translating materials are relevant as soon as the project kicks off.
2. Audit the images associated with your brand
Promotional materials featuring images mean different things in different cultures. For example, if your marketing materials include a thumbs-up sign, “OK” sign or crossing your fingers, these gestures are considered offensive in other cultures, according to Business Insider.
You’ll want to do specific research on which gestures can be offensive and what is accepted in the specific country you’re portraying your brand messaging. Make sure your marketing and PR team is engaged and working directly with your translating team.
3. Understand gender-specific messaging
Gender is a heavy topic right now and you’ll want to make sure you’re using the correct terms to identify your audience.
For example, in France, the language is gender specific when it comes to pronouns, nouns, verbs and adjectives. However, in other languages, there are gender-neutral terms like “they” that are considered more inclusive, according to Foreign Policy. Gender-neutral terms have sparked an explosive battle over the future of the French Language. This is a touchy subject for many french residents right now, so it’s crucial to develop the right strategy to approach this topic.
For more information about our world-class, localized translating services in 230-plus languages, visit our website. We pride ourselves on only working with local linguists who are experts in every language we offer – you’ll be able to tell a difference in the quality of service. We look forward to working with you!