One of the first things I learned as a young communications specialist was that translation alone is not enough. You need to adapt the messaging… not just the words. In my work, English was the primary language and French was a requirement by law for a large segment of customers. To do this, we relied on a very talented team of communication specialists who not only spoke French, but lived and breathed the local culture and dialects.
Language matters. Translating content accurately is crucial, but so is understanding idiomatic expressions and cultural context. Effective communication considers not only words but also tone and cultural nuances. Adaptation beats translation.
I remember a vacation to the Dominican Republic several years ago. There on the menu was a featured item “on a mattress of rice” — a small mistranslation for “a bed of rice.”
Going global
Global companies invest significant time and money to operate in multiple languages to promote their brands and accurately communicate their products and services.
International campaigns mean researching not only the language but also cultural differences. What resonates in one area may not have the same impact somewhere else. Cultural differences could include specific language, idioms or expressions used in a specific area, local beliefs and values, and more.
Even the biggest companies have had mis-steps in translation. KFC’s slogan is “Finger lickin’ good” for example. The company stuck with this when moving its campaign into China, where unfortunately this phrase translates to “We’ll eat your fingers off.” Needless to say, this didn’t leave a good image with Chinese consumers.
Pepsi also had its challenges in China when they translated their slogan “come alive with the Pepsi generation” as “Pepsi brings your ancestors back from the grave.” Oops.
Imagery matters
Depending on your specific target audience, imagery plays a big role. Portraying homes, activities or vacation spots, for example, that are too aspirational for the audience you’re hoping to reach could leave them disillusioned with your brand.
Language is a powerful tool. How you use it is even more powerful. Adaptation goes a long way in evolving your brand and demonstrating that you understand and care about your customers, no matter where they are!
Writing for you. 