If you want the short version: because it allows you to communicate consistently with your audience, with messages relevant to your brand and your goals. Added benefit: it makes life easier for everyone who has to write, design and generally create brand content.
But, in the hope you want to stick around for the long(er) story, keep reading, and you’ll see why writing, localizing and applying a brand style guide is a very good idea.
Let’s start with the benefits of a brand style guide
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Translation and a smart language strategy can help you improve revenue and guest experience, the two main concerns of every hotelier.
Both as a guest and as a hotelier, I have often encountered poorly translated collateral in hotels, or not translated at all – not to speak of online contents.
Making the case for company and brand content adaptation when reaching international audiences.
According to the American Marketing Association, localizing contents is key to a company internationalization strategy. Why? For very concrete reasons: it can make or break a company’s success abroad, distinguishing brands that communicate effectively with international markets from other brands that remain foreign and inaccessible; and it increases sales in the target markets, with clear ROI from translation and localization efforts, directly impacting their bottom line. Continue reading →
No, nothing esoteric. But solid, tangible results for your business.
Translators open your doors to international success, because if you communicate in the language of your local target, respecting their habits, valuing their inclinations and observing their rules, your brand and products will have an additional chance of success. Continue reading →
I sometimes hear or read of translation and translators talked about in elegiac tones or through stereotypes you might find in fortune cookies. A romantic aura or image, which is quite far from reality and also risks to harm their reputation. Continue reading →
The work of the translator, even on the most technical contents, always includes a part of creativity, which may be more or less important depending on the type of text, because in the end it is always about rewriting it as if it were born in Italian, in my case. Continue reading →
After deciding it is worthwhile to translate your contents (see why here or here or here), how to go about it?
Let’s break down the process in a few simple steps. Continue reading →