One of the most common Translation Marketing mistakes when expanding your brand overseas is not knowing the local language and cultural norms. While a successful product campaign might translate into sales, miscommunications can seriously damage your brand. This can result from cultural differences and carelessness. Some common examples include Pepsi’s Come Alive with Pepsi (which means “I’m alive!”) and Coca-Cola’s Fly in Leather (which means “I’m naked! “).
If you’re looking to expand your brand overseas, don’t make these common Translation Marketing mistakes. The first is to not consider the local culture. A localized version of a product can be highly misleading and unpopular. You should also research how consumers will use your product. Some companies assume that their product has been translated and is localized when it really hasn’t. While direct translations by translation companies for Indian languages are the most convenient option, they can be less accurate or misleading.
A second common mistake is ignoring the local culture. Many companies don’t understand the nuances of different cultures and don’t care about the local culture. By failing to understand the culture and language, your business may fail. Don’t fall into the same trap as these. The wrong translation can hurt your brand’s reputation and cost you millions of dollars in lost revenue. A bad translation can make your brand look like an amateur, which will lead to failure.
Another common mistake is relying on an ineffective translation service. While it is easy to trust a translation service to handle the details of your international marketing campaigns, you must consider cultural and linguistic differences before you launch an overseas campaign. When choosing a translation service, be sure to consider the local culture and nuances of the language. If you don’t, your global campaign will fail and your brand image will suffer.
Despite the need for translation services, a poorly translated product or campaign will not translate well. For example, a popular Coca-Cola advertisement in the UK was mistranslated to mean “flying wax tadpole”. This mistake could result in poor sales. Therefore, it is important to hire a translation service before you start any international expansion. It’s crucial to check the local language when launching your brand overseas.
In the past, Schweppes’ campaign translated its name into the wrong language in Italy. Although Schweppes Tonic Water was a popular brand in the UK, it was not as popular in Italy. In Italy, it became Schweppes Toilet Water. For that reason, they had to rebrand the company. If the wrong language is translated, the message can’t be understood and the brand will suffer.