Brand preservation in multilingual marketing

With an increasingly global world and client base, the latter synonymous with a select few niche consumer needs – founded on quality, efficiency and value – the decision to penetrate the marketplace may be discouraged by an understandable pessimism.

The goal of a newly established business is primarily to stay afloat on the turbulent seas of the economy in recent years – however, through localisation brings ease of access to a multilingual marketplace, as well as increased brand awareness with global consumers.

6 steps to maintain your brand identity across borders through multilingual marketing

1. Put your head in the brand – not the sand

In order to fully engage with new consumers and create the same experience that you deliver in your domestic market, it’s important for your business’ brand developer to sit down with your language partner to discuss the different aspects and nuances of your brand. It could be that you choose to retain an aspect of your native language in your brand, for example, Audi have always kept their brand slogan “Vorsprung Durch Technik” in their international campaigns.

These pre-localisation discussions are intrinsic to a clear understanding on how the brand should be conveyed in the market.

2. A meeting of minds

It’s also important to involve a range of people in the content design process, such as stakeholders, the brand strategist and various localisation managers. All of these individuals are a part of your business’ brand and a reason for the success you’ve seen in your home market – don’t miss out on such a resource.

3. Don’t just spin the globe

It’s great to plan ahead and think about taking your business to new markets, but be strategic – don’t just pick a random destination based on the fact that it seems appealing. It’s important to conduct in-country research. How well will your brand be received? Are there any cultural aspects that will impact your sales? What does the competitive landscape look like?

4. Test the waters

Once you’ve selected a market that is appealing to your business and vice versa, test the waters to ensure you’re on the right track.

If it doesn’t go to plan, don’t panic. These preliminary projects work to provide an initial pilot test of the market, and whilst an unsuccessful project feels like a set-back, it actually saves you time and cost in the long run. Try to use this market intelligence to inform your business decisions.

5. So, what did everybody think?

Gaining feedback from a range of informed sources, including the local community, may be the platform to bigger and better things.

Focus groups and surveys in your new markets will help you to measure your success and identify areas for improvement.

6. Lost in translation

After being thrown in at the deep end, it could be tempting to completely alter the content of marketing collateral in order to appeal to consumers, both linguistically and culturally. The critical point to take away from this, is that no matter the mass consumer audience that you wish to target, the marketing content should not be compromised as this could drastically disrupt your existing voice and brand identity.


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