Undoubtedly, slogans are among the primary turning points for any business. What is more – it is a perfect opportunity to communicate the message of your brand to the masses, and withal using a single phrase. However, if your company operates globally, then you should consider how your slogan will resonate with clients from diverse linguistic, cultural, and historical backgrounds.
And what is the best manner to build an effective association with your brand within international markets? Of course, by localizing your slogan! Consequently, we have prepared for you a handful of tips for a successful slogan localization that will turn into a fruitful marketing tool, triggering huge prosperity:
Always bet on local language experts.
First, according to your selected target market, you must consider collaborating with in-country localization experts. But why is that so crucial? Thanks to their immersion within the particular culture, they are capable of offering you valuable insight into the way of thinking of your targeted public. So, when you consult local language experts, this will assist you in establishing a powerful and cohesive concept created in a multitude of languages that various audiences will find favorable.
Say NO to literal translation.
You should at all costs remember that if you want your slogan to be a winner, then it needs to be creative, witty, and arousing particular feeling in your consumers. The problem is that translating your message in foreign languages without losing its essence is not always a piece of cake. Consequently, word-for-word translation is uncommendable when localizing your slogan.
Most specialists are categorical that the key is to get a proper understanding of the global public and their reaction to various messages. And slogan localization is much more than an ordinary language translation. To achieve the desired results, there should be a deep engagement between your marketing specialists and your chosen localization experts.
Give Transcreation a shot.
Transcreation is a comparatively new term within the translation world. It is a mix of ’’translation’’ and ’’creation’’, relating to discovering your brand’s core message and then successfully delivering it to your multinational customer base. As far as slogan localization is concerned, transcreation is extremely relevant. What makes it so beneficial is the fact that it is not an ordinary translation but a tool evoking certain associations with your brand.
The giant McDonalds’ slogan localization for its clients in Japan is a great example of transcreation. Forty years ago, the company was still unknown to the Japanese audience. So, the chain designed its slogans to efficiently penetrate the market and establish itself as an integral part of the eating habits of this country. Can you guess what the final result was? Thanks to its properly localized slogans, McDonalds’ have managed to turn into one of the biggest beef providers in Japan, making this their distinguishing feature. Therefore, as soon as your slogan’s message has a positive impact on your targeted public, it will get much easier to measure your business’ future operations within this country.
Do not forget to localize the imagery and color.
And finally, in the process of your slogan localization, make sure you take into consideration not solely the text, but the surrounding color and imagery too.
Various countries and their cultures quite often have diverse associations with images and their colors. So, there is a chance for an ostensibly noxious message to appear as inappropriate.
For instance, the blue color has reckoned a symbol of feminity in China, while in Europe people usually associate it with masculinity, serenity, and trust. Hence, we advise you never to neglect such cultural differences since they could damage the reputation of your brand, which is often hard to rebuild.
Localizing your slogan is dependent on the given global market you want to develop into and on its targeted public. When you try to build a strong connection with international clients having a different culture that is unfamiliar with your brand, localization is a must. No matter where you plan to expand your business, remember that its original contact point is namely the slogan. Consequently, do your best your brand’s message says the right thing in each new country.