LetSpeak.com Translation Alert

LetSpeak.com Translation Alert

Communicate Without Limits!
October 2004

In This Issue:

4 Steps to Creating a Consistent Brand Image in Foreign Language Markets
Quotes of the Month
LetSpeak.com® News Wire

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.

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

September 18, 2004-- LetSpeak.com a vendor at the Southwest Florida 2004 Mambo King Latin Dance Business and Consumer Expo.

September 6, 2004-- LetSpeak.com launched an ad campaign on ABC7 TV in Southwest Florida.

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