Your brand message is that crucial difference that can make your company stand out among its peers and competitors. So, it is very important to consider translating your brand messaging in the target languages you need using the best available resources.
There are certain factors to consider prior to this important undertaking since in our global world your marketing stand can make or break your overall company and/or product image. You can strengthen your online brand presence using eLearning approaches or various marketing tools but at the end of the day, it is important for your message to reach as many people as possible. In order to grow your target audience you need to speak their language. Therefore, you need professional translation services that go beyond technical translation in order to get the best possible results.
It is necessary to approach your brand messaging translation equipped with the right tools that can determine its success. To make the task easier for you, we have created a list of dos and don’ts that can be quite helpful for the translation of your brand message.
The dos of translating your brand messaging
Your brand message is unique and has a memorable effect on anyone who interacts with it. It does not matter whether you have come with it in a quick moment of enlightment or you have spent several months choosing the most appropriate words that can send the right message about your values. The important point is that you have achieved and you need to transfer this same message carefully into another language without losing its power. In order to do so, you need to implement the following tips into your translation process:
- Hire a professional translator
As with any content translation that you may need, the best way to render your brand message in another language is to use the services of a professional translator. Choose a language service provider (LSP) that is experienced in your specific industry in order to get the best possible results. It is a good idea to use the same provider for all of your target languages as you will get a coherent service and you will deal only with one partner rather than with several freelancers. It is great if you can work with native linguists as they will be able to properly meet the local specifications of the audience you are targeting.
- Work with native marketers
Using the services of professional marketers who are native to the market you target will enable you to achieve better results in your translation process as well. Those professionals can give you valuable advice about the dynamics of the local market that can help you adapt your brand messaging properly.
- Use transcreation rather than translation
With such texts such as slogans, for example, that bear a distinctive brand message, it is better to use transcreation rather than translation. As per the MacMillan Dictionary, transcreation is “a distinct translation process that is mainly used to describe the adaptation of advertising and marketing copy.” In other words, you need to create a completely new set of words and phrases that properly render your company message into the target language so that it has the same effect on the target audience as does your original message to your fellow-speakers.
- Adapt the text visually
Quite often, the visual presentation of a single word or phrase can be the key to a successful market penetration. Therefore, you need to approach your brand messaging translation similarly to your website localization and take into account which the proper font, size and color of your brand message is. This means that you may need to create different visualizations for the different target languages you have chosen in order to get the same result among a variety of audiences.
- Remember who your target audience is
No matter what type of translation you need, it is necessary to adapt it to the specific needs and cultural differences of the target audience. As your brand message is the most important part of your marketing strategy, make sure that it properly reflects both your company values and your local market specifications.
The don’ts of translating brand messaging
There is also a list of don’ts when it comes to translating your brand messaging that you need to keep in mind. Some of the main points include:
- Don’t translate the brand message yourself
Even you have an established translation management system that can help you generate a good translation for your next brochure or an additional service, do not attempt to translate your brand message yourself. As we mentioned above, your company image is much more important than a few bugs spent on a professional translator. A brand message may lure you into attempting a translation yourself because of its shortness but exactly the lack of many words can do you a bad favor.
- Don’t use machine translation for the message itself
No matter how reliable machine translation is today it is not a good idea to use it for translating your brand messaging. Even neural machine translation tools cannot cope that well with a short message empowered with so much meaning as the brand message.
- Don’t forget to proofread your translation
Once you had your brand message translated, remember to have it proofread. Even a simple spelling mistake can ruin a popular brand name as Hubspot reveals in their article. Make sure to a hire a professional for each of the target languages you have selected for translating your brand messaging.
Here at ICD Translation we believe that the personal approach is the best tool when it comes to sharing the brand message of our clients. Our professional linguists will work closely with you to come up with the best idea for each of the target markets you have selected for your translation. You can start with one or all of the target languages and rely on coherent and consistent translation services.