Delivering content that wins over new audiences is about much more than translating a few words.
It’s about applying a different way of thinking to your brand.
That means: identifying what makes your brand special, distilling that down into a few strategic sentences (or pieces of content), and placing those sentences in the hands of the right people!
When I launched my boutique translation agency, I noticed that clients would initially approach me and my team for translation but ultimately end up building much larger, more creative, and impactful projects.
It all came down to our approach: from having worked on countless localisation projects, we had already observed the key faux-pas which needed to be avoided!
These were used to build much more powerful campaigns with true added-value, both commercially and linguistically.
Below are a few secrets my team and I uncovered…I hope you can use them to strengthen your approach!
Don’t translate your oversights
If you’re in the luxury space, every facet of your brand must emanate the same level of quality as your product.
Being an elite brand means thinking of everything.
When sending your content abroad, remember that a new audience will be extra sensitive to the gaps in your strategy, client experience, and overall approach – always take into account the potential impact of a few misplaced words.
Push your team to think global
For this reason, I always remind clients to push their team to not only create exceptional content in their native language but actively use localisation campaigns as an opportunity to look at what’s missing from their existing content.
In other words: when your brand goes abroad, think more clearly about what you’ve been working on at home!
Actively look for the pitfalls in your current strategy: on what premise was your campaign created? What was presumed about your clients which may no longer be valid? What kinds of responses did your team observe in existing territories? This is also a good opportunity to review your existing brand tone and personality.
Pay for the right approach
Translating your content can go one of two ways: you can either translate what isn’t working, or you identify what is currently working, what isn’t, and integrate that into an approach which creates content that is respectful, strategic, and growth-oriented.
This isn’t easy – and requires considerable depth of knowledge and insight – but will completely change the face of your global campaign.
If you’re in doubt, always bring on an agency or freelancer that can address these thematics head-on and is capable of discerning your potential oversights.
Be open to change
As your brand expands, your internationalisation project will evolve naturally – especially with the right resources.
Embrace the change and be prepared to delve much deeper than expected.
While simple translations of mediocre quality may satisfy multi-national project managers, high-quality content wins over new clientele.
Have you ever had a conversation with someone where – somewhat frustratingly – it became apparent after a few minutes that they weren’t truly listening to you?
Is it possible that your brand may be on the brink of having a similar conversation with your clients abroad?
I’d love to hear your thoughts and experiences.