One of the greatest barriers to obtaining product certification is language. How can you comply with standards if you can't read them? How can you package a product in your destination market with a language you don't speak? How can you account for cultural-linguistic differences so that your translation "sounds right" to the consumer?
Translate Packaging Text, Standards and Protocols OLÀ to HOLA? HALLO to HALO? NI HAO to NAY HOH HELLO to ZDRAS-TVUY-TE?
Small differences, fundamental impact. Despite tremendous advances in translation technology (Google Translate, Babelfish, iTranslate), language is the greatest barrier to conducting business in foreign markets. Beyond the boardroom, to speak to consumers, they need to trust you.
Your advertising and packaging are on the front-line of your marketing. Demonstrating a poor understanding of local language or customs ensures a negative perception and low sales.
In Spain, “torta" means “cake". In Mexico, “torta" is a type of sandwich. “Fresa" usually means “strawberry", except in Argentina, where the word is “frutilla". In Mexico, “fresa" is colloquially used as “snob". How can you account for all of these differences and keep your consumer’s trust? Dozens of versions of packaging? Replace text with graphics? Accept that you’ll never please everybody and suffer the lost sales?
Local knowledge, business knowledge. The differentiation between the companies that successfully market abroad is a balance between cultural respect and business performance. Hyper-localized marketing might raise costs so highly, that you lose your customers regardless. Over generalizing results in ridicule and mistrust.
We live in the markets we translate for. We know when the literal translation conveys the wrong message. We understand the business implications of these decisions. We’ll let you know when you generalize, and when you need to dead-on specific.