4 Steps to Creating
a Consistent Brand Image in Foreign Language Markets Quotes of the Month LetSpeak.com®
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4 Steps to Creating a Consistent Brand Image in Foreign
Language Markets
Depending on great graphics (such as your logo) to
bring your brand image to foreign language markets can only take you so far. Eventually
you'll have to create a clear and consistent voice in other languages - and that's
no easy feat.
From the beginning you'll need to determine the most important
messages you want to get across to your foreign-language audience and how you'd
like them to react. After all, instant identification of your brand isn't a good
thing if the impression is negative. Here are a few ways to create a positive
image in the minds of your foreign-language customers, while staying in line with
your current branding strategy:
1. Study your current image. Create
a two-column list on what your foreign-language audience holds dear. On the other
side of the list write down how you can show them you also hold the same things
dear. For instance, when targeting the Latino population for recruitment, the
U.S. Army created an ad about a family watching a soccer game together. It combines
both family and sports - two very important things to many cultures - but it used
a specific sport (soccer) that is a passion for Latino people. The father also
pronounced his daughter's name with an accent. This was clever because there wasn't
much dialogue other than that so the commercial could be used for both Spanish
and English audiences. The company only had to translate the tag line and a few
sentences from the voiceover announcer.
2. Create a translation style
sheet. This style sheet should have terms and phrases to use often and ones
to stay as far away from as possible. It should also have important information
on grammar and punctuation. One misplaced accent could ruin the entire meaning
of a marketing piece.
3. Translate the phrase - not the word. Now
it's more important than ever to go for both style and clear terminology that
conveys the key messages of your brand in your translated marketing communications.
Accuracy is the foundation of course, but so many companies are aggressively pursuing
customers in their native languages that they now expect much more from a company
before buying. That's where style and terminology come in. When translating your
materials it's key to capture the essence of your message rather than the word-for-word
translation of your English language marketing communications.
4. Consider
using translation memory software. This emerging software allows you to store
each of your translated materials in a database. Every time you create a new piece
you can measure it against your previous campaigns for consistency. Of course,
sometimes you may want to deviate from the past and evolve as your market changes.
At least this software gives you the chance to see which phrases you've used,
the results they've helped you achieve and how you can either repeat or avoid
those results. Note: Translation memory software is normally available through
your translation service provider.
Note: Translation memory software is
very different than machine translation that you'll find all over the Internet
for free. Translation memory software is a powerful tool your translator uses
to keep your message clear and consistent throughout your communications.
Bottom
line: Conveying the main message of your brand takes clear planning and precise
execution. These steps - and tools - can help you stay true to the core meaning
of your brand, no matter what language you use to convey it.
(c) 2004 Allendy
Doxy, LetSpeak.com®, All Rights Reserved. Please contact us if you would like
to reprint this article.
Quote of the Month
"When
one door closes another door opens; but we so often look so long and so regretfully
upon the closed door, that we do not see the ones which open for us"
- Alexander Graham Bell.
LetSpeak.com® News Wire
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4 Steps to Creating
a Consistent Brand Image in Foreign Language Markets 
