Localization services go hand-in-hand with translation as you prepare to advertise your company in overseas markets. You might think you should translate and localize your website first, but you shouldn’t necessarily start there. You first need to consider your company’s slogan and logo, to avoid potential confusion in foreign countries where you plan to market your brand. This way, you can make an optimal impression on your target audience, no matter where they are located. These tips can help you get started on the localization process.
Why Hire a Professional to Localize Your Slogan?
It may be tempting to simply translate your slogan word-for-word, using an automated translation or a friend who studied languages in college. But that type of translation is not always accurate, especially for slogans or taglines. Slogans often involve puns or idioms that only people in a particular region might recognize. Consequently, a witty slogan in one country might fall flat in another because local residents don’t get the joke. A localization expert can not only translate the words appropriately, but also broach the subject of idiomatic expressions. Professional translation services provide in-country localization, to ensure that your translations are always appropriate for your needs and goals.
Change the Logo Colors as Needed
Colors have different meanings in different countries, and your logo must reflect this to achieve maximum market share. For example, in the United States, red often denotes love, anger, action or danger. In China, red symbolizes good luck, happiness and vitality, but it signifies mourning in South Africa. Similarly, yellow is the color of mourning in Burma and Egypt, but it usually signifies happiness and hope in the United States and good luck in China. If you want to avoid associating your brand with a negative emotion, your localization efforts must include research on the best colors to use in each country.
Adjust the Imagery in Your Logo
Just as using the wrong color can be embarrassing for your brand, so can using the wrong type of imagery. Symbols can have different meanings in different countries. For instance, U.S. residents know what a thumbs-up means, but this gesture can be confusing or even insulting in other countries. You want people to quickly think of your company name when they see your logo, so take the time to ensure your choices are appropriate for your international markets.
Luckily, a localization professional can help you evaluate and adjust your slogan and logo as needed, allowing your brand to flourish overseas. If you are ready to start advertising your brand in other countries, contact Verbatim Solutions. Offering professional translation and interpretation services for virtually every overseas market, their professional team can help with all of your localization needs.
