The discussion up to this point has been of company, product,
and service names, but what about the other verbal aspects
of your brand? "Localizing" your verbal branding efforts
can apply to anything from your printed marketing materials
to your website.
- Taglines are almost always translated into the language of
the target market. For example, Coca-Cola utilizes both
direct translations (English "Life tastes good" =
Spanish "La vida sabe bien") and equivalent phrases (French "Sourire la vie" means "Life makes you smile" or "Smile through life") to promote its brand internationally
- Descriptive names are usually translated into an equally descriptive name in the target language
- Some countries require that your website be presented in the local language, while in others it is a question of the image you want to project. Enlisting the aid of an experienced translation firm can be critical, as for many clients, their visit to your website will be their first and only experience with your company
The care with which you approach localizing your verbal branding efforts reflects the care with which you conduct your business. Interacting with your customers in their language is not only good marketing, it's polite behavior.
We live and work in a global marketplace. The opportunities open to us are enormous. But let's be careful out there.
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