Monthly Archives: June 2020

A picture of the moon. An example of a conspiracy in our blog about brand localisation

Ipsos MORI and the Importance of Brand Localisation

Everyone loves a good conspiracy theory, don’t they? Actually, no, we’re not really fans at all. In our book, conspiracy theories are the work of people who use social media too much and want to peddle their own agendas. The earth is not flat, Armstrong and Aldrin did land on the moon, and yes, Bolsonaro, it appears that the coronavirus is more than just a media construct. But hey, each to their own, right?

However, the latest conspiracy theory that’s gathering steam in the echo chamber that is social media is one we’re a little happier about. Again, the premise of the theory is absolute tosh, but it does illustrate the importance of brand localisation, which gives us something to write about!

The Ipsos MORI conundrum

Ipsos MORI is a UK-based market research company that was formed by the merger of Ipsos UK and MORI in October 2005. Ipsos MORI conducts surveys for a wide range of organisations, including surveys about the prevalence of conspiracy theories and why people believe them.

Rather ironically, Ipsos MORI has become the centre of a conspiracy theory itself, when it was revealed that the firm was working with the NHS on its COVID-19 research. The cause of the faux internet hysteria surrounds the fact that in broken Latin, Ipsos MORI means ‘dead themselves’.

Hang on just a second. So, just because the merger of two companies has created a brand name that roughly translates as something related to the human tragedy caused by the coronavirus, the internet thinks something sinister is at play? Correct. To us, all it shows is that Ipsos MORI overlooked the importance of brand localisation.

What is brand localisation?

Brand localisation is the process of adapting a company’s branding so that it meets the perceptions and expectations of its target audience. Organisations can spend millions of pounds crafting beautiful global campaigns, only to find that the business name, the tagline or the names of its products translate into something either offensive or with an unintended meaning in the new market.

In this case, Ipsos MORI simply joined the names of the two companies brought together by the merger, probably with little thought for what the new company name actually meant. Although this is one example where the consequences are likely to be negligible, that’s not the case for every business.

When Kraft was promoting its global snack business in Russia, it didn’t check what the name of its new sub-brand, Mondelez, meant in Russian. In Russian slang, Mondelez translates as ‘oral sex’, which is not appropriate for a business like Kraft, or any other firm for that matter. That’s why it’s so important that brand localisation is at the forefront of every business’s global expansion plans.

Getting your branding on point in every language

At Linguistica International, our localisation team can help you avoid an embarrassing branding or marketing faux pas and ensure that your messaging is on point in every culture and language. Find out more about our transcreation and localisation services and call 02392 987 765 or email info@linguistica-international.com today.

Picture of two people working at computers to create multilingual websites

5 Best Practice Tips for Multilingual Websites

These days, all you need is a user-friendly, search engine optimised website to open up your business to the world. Once the website is in place, there are a few best practice tips you can follow to attract and convert visitors in new markets. So, how do you create multilingual websites that are just as effective in domestic and overseas markets? Here’s our guide.

1. Use a flexible website template

To create multilingual websites that convert in multiple countries, you must tread a fine line between building a cohesive global brand while accommodating the preferences of each target market.

To simplify the process, you should build the original website using a template that can be easily tweaked and adapted, both aesthetically and in terms of the user experience, while keeping the core elements of the site the same. That will make it much faster, easier and cheaper to create localised versions of the same site for every target market.

2. Decide what you’ll translate

Research shows that 75 percent of online shoppers prefer to buy products in their native language. So, to be successful in overseas markets, the translation of some of your website content is essential. However, that doesn’t mean you have to translate it all. As a minimum, you should translate all product descriptions, product demonstrations, payment information, returns and delivery details and any other information that relates directly to the sales process.

3. Different language, same voice

It’s very easy for a brand’s tone of voice and style to get lost in translation, but these intangibles are extremely important. You want to develop a relationship with your customers and for them to see you as a brand they can trust. That becomes difficult when you communicate in different ways across each of your websites and platforms.

Taking the time to create a style guide and glossary for your brand and sharing that with your translation partner is well worth the time and effort. That will help you to communicate cohesively across borders and send the same clear message to your customers.

4. Avoid machine translation if possible

If your budget is tight, machine translation might seem like a cost-effective alternative to a language service provider, but it’s no substitute for a professional linguist. You could be publishing content littered with inaccuracies or with a stilted and awkward tone that reads just like, well, it’s been written by a machine.

If you do choose to use machine translation to reduce the costs, then at the very least you should hire a human translator to edit and proofread the content before it goes live. Failing to do so could cause significant damage to your brand.

5. Translation is not always enough

Successful marketing relies on more than just producing content in the native language. To be effective, your content must engage and have an emotional impact on your customers. To do that, elements of the material may need to be recreated to align with cultural expectations and reflect local preferences.

This process is called transcreation. A good language service provider, such as Linguistica International, will help you decide which elements of your multilingual websites are ripe for transcreation.

Create multilingual websites that speak your customers’ languages

At Linguistica International, our professional translation, transcreation and copywriting teams can help you reach customers in more than 250 languages. Get in touch to discuss your website translation project today on 02392 987 765 or email info@linguistica-international.com.