Selling your product in other countries requires more than translating your marketing materials into whatever language the import country uses.  It goes much deeper than that.  You must understand the culture and day-to-day lifestyle of those to whom you are marketing.

Over time, we will write a series of blog posts which specifically explains many of these ideas in more detail with links to additional resources.  It's a fascinating topic.  But for now, we wanted to give you an overview as it relates to language translation and website localization of your brand and product across the globe.  It will at least get all of us thinking...

Below is a list of items to consider and even research.  Some of these focus on translation.  Others are more about the overall culture — the use of the product, imagery, graphics and even local laws and customs.

Things to Keep in Mind for Translation:

• Date Formats — MMD:YY or DD:MM:YY or Other
• Currency — US Dollar, Euro, Local Currency
• Convert Measurements into Metric?
• Trademark of Brand Name in Other Countries (TM) / (R)
• Acronyms — Will Not Make Sense in Other Languages
• Use of Slogans / Marketing Catch Phrases — Normally Does Not Translate Well
• Do Not Use Slang / Improper English / Jokes
• Regional Differences Important?  For Use in Which Country?
• Identify with Local Audience — What Are Their Needs?
• Basic, Simple, Proper English Best for Translation

Things to Keep in Mind for Cultural Differences:

• Is Product Useful to Import Country?  Lifestyle Differences?
• Color Meanings Differ in Countries — (e.g. "White" is the color for mourning in Japan and Middle East)
• Brand Name When Translated May Have Negative Connotation
• Use Images / Pictures to Match Intended Countries
• Body Language / Gestures Vary Around the World — (e.g. "Thumbs Up" is an insult in Greece and Middle East)
• Local Laws / Regulations — Is Product Allowed?  Modifications?

Things to Keep in Mind for Website Localization:

• Use Specific Country Domain Names — ".jp", ".ca", ".fr"
• Country Flags — Only for Localized Content.  Many Languages Are Spoken in Multiple Countries.
• Does Everything Need Translated?  Focus on What Is Important for Additional Languages.
• Machine / Computer Translation Not Professional or Accurate.  It Damages Corporate and Brand Image.
• Encode Web Page to Match Local Browser Language
• Social Marketing — Different in Other Countries

As one of your primary resources for global marketing, we want to remind you that an effective campaign and product launch is more than just an accurate translation of the text.  You will want to make sure the colors, brand name, product images, product usage and marketing slogans all represent the culture.

One thing we do to help with this process is offer an additional editing step where we have the edited translation reviewed again by an in-country reviewer.  Someone who is like our "test customer" to make sure the whole look and feel of the product is acceptable and favorable to the residents of the country.  They can let us know if something isn't quite right before millions of dollars are spent.

As we go along, we will provide more information as it relates to global marketing and website localization.  Marketing translation can be tricky but our goal is to help everyone think about those little things that can permanently damage a brand's reputation around the world.

Please contact us for more information about global marketing through our website or E-mail.