Best Practices for Brand Translations
Great care must be taken when presenting a brand's unique voice to consumers in other markets, writes a MotionPoint exec.
Good translations require linguistic fluency, writes Charles Whiteman in a recent blog post at Talking New Media. But great translations—what MotionPoint calls “brand-perfect” translations—require creativity, cultural knowledge and an awareness of a brand’s voice and verve.
Brand-perfect translations are particularly important when companies enter new online markets, wrote Whiteman, MotionPoint’s VP of Client Services.
"When international consumers have their choice, they'll drop (English content) for content in their own language" nearly every time, Whiteman wrote. "In fact, 60% of English-fluent global consumers rarely or never make purchases on English-language websites."
To combat this attrition rate, companies should provide artfully-crafted online content, presented in their languages of choice. Whiteman then provided several insights regarding brand-perfect translations, and how they can generate surges in website traffic, conversions and revenue.
Read the full story at Talking New Media.
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