Best Practices For Bringing Your Product To A Global Market
Nowadays we take for granted that when we open a box – whether it’s for a new television or a new shirt – we’ll find instructions and labels in our own language. This is the result of thoughtful strategy and attention to detail.
If you’re planning to take a product to a global market, be thorough. Remember that a poorly translated document, package or label is worse than no translation at all! Poor translations can be insulting and even misconstrued, neither of which will help your brand.
On the other hand, successfully translating your packaging and related materials will improve your appeal to customers.
Consider the size of your packaging. It may not be feasible to crowd multiple translations for instructions onto a small bottle, for example. This may require an alternative execution that you can plan into your product release.
Consider the requirements of your target country, as well. Canada, for example, requires that food labels be shown in French and English. Translations of labels is a common request for Translation Services in Canada.
Be consistent. You are likely very conscious of your brand messaging in your native tongue, but it’s just as important to maintain that level of consistency across languages and cultures so you’re not sending mixed messages, diluting your brand or creating an atmosphere of mistrust.
Appeal to the local level. Remember that even within the same language there can be differences in word meanings and expectations from region to region. People prefer local brands. If you can imbue local authenticity into yours then your product and outreach will be much more successful.
Never underestimate the power of quality control! That means your translations should be checked, checked again and proofread. Not only can errors be egregious but they can be expensive to correct.
Demonstrate respect for your audience in the fine details and you’ll see a far greater return in terms of happy customers and repeat business.
Global Business: East To West And West To East
Today’s global businesses need to do more than become multilingual; they must also become multicultural.
As products move from each corner of the globe and brands aim for a global market, effective translation becomes ever more important. But as you’ve begun to see here, translation is only the tip of the iceberg.
Adapting language, respecting cultural differences, understanding consumer expectations, delivering quality down to the most minute detail – all of these things come into play.
Plan Ahead for an Effective Translation
A global business is not born overnight, nor is effective translation something that can be done as an “add on”. It is something that must be built into the fabric of your business from your customer service staff to the spacing on your package labels.
A poorly translated document, package, signage or label is worse than no translation at all. If you’re bringing a global product to market, bring a trusted language partner to the team early and make true multiculturalism a core value of your business.
