When it comes to Brand, perception is everything. No amount of great facts, fancy stats or QA certifications can trump how people feel about your brand. When you’re writing your promotional copy you put a huge amount of effort and heart into it. You run through countless iterations getting the tone just right. So, now you have a piece of promotional copy you can be proud of and, more importantly, you know will drive the right perception of your brand.
But you work in international markets. You need your promotional copy translated into local languages. Actually, you need it to be “localised”. A lot of companies would ask their local managers to just translate the copy. You know, that copy you sweated over. The copy you went 10 rounds with and won. That copy you worked so hard on to get it just right. Your local manager is a great guy, but they’re probably not a professional translator. Nor, probably, are they a professional copy writer and nor, probably, do you speak their language fluently enough to know what they’ve done with your copy.
This is where you turn to a Language Service Provider (LSP). Your LSP should engage professional translators with experience of your local markets, who understand both the local idiom and the professional expressions of your industry. They should interact with your local managers or distributors so that they buy into the translation process.
This way you get genuine localisation while still keeping central control of your brand message. You get assurance that all your language versions faithfully reflect the tone and ‘timbre’ of your original copy.
Here at TML we have been doing exactly this for over 20 years and would love to help you next time you are faced with this situation.