Brand Checking and Localization
First impressions are important, and since your website or marketing material may be the first point of contact between you and a potential client, it is imperative that you adapt your site or documentation to fit the local conventions of your target audience. Localization does not mean simply translating the text on your site or documentation into another language; it also means that you need to ensure the translated language is appropriate, the spelling is adapted to the locale and the cultural references meaningful. For example, whilst America and the UK share the same basic language, some spellings, colloquial phrases, weights and measures are quite different.
It is likely that your documentation or website will be comprised of a mixture of content: international and local. Our localization service takes this distinction into account. International content includes information that is applicable no matter where your clients are based (product information, corporate profile, world-wide branding messages etc.). Local content will be material pertaining to a particular country or market-place and may include local promotions, locally available products, sales campaigns etc.
Our localization services include:
- Initial audit of material
- Brand checking
- Testing the market
- International search engine optimization
- Source site/documentation versus translated version
- Translation memory
Atlas Translations has professional cultural advisors who can examine your logos, brands, product names etc, and determine whether or not they would be acceptable in the specific countries you are targeting. If the cultural advisors feel there may be a problem, or even just an ambiguity with your design, they will give an explanation and advise on alternatives and cultural adaptation. This ensures that your company will not suffer any embarrassment, and that your target audience will not be offended or upset inadvertently. Atlas Translations can conduct cross-cultural analysis for multinational products, brands and services for specific markets. Our cultural advisors can also check political, social, religious, educational, linguistic and technological connotations to ensure the success of your project/product or brand. There are many issues you need to be aware of when working with foreign languages and markets, such as how your product name or brand might translate and whether your logo would be acceptable.
- Request a Quotation – Localization
- Request a Quotation - Brand Checking
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Case Study 1
London-based Atlas Translations undertook the localization of the website for an international engineering firm. Their website had already been translated from the original English into French, German, Spanish, Italian, Polish and Chinese, but the translations had not been completed by professional, qualified translators and localization issues had not been considered. Atlas’s localization team were able to adapt cultural references to the locale, adjust the local and international content as necessary and amend the specialist engineering terminology to fit the target country.
Case Study 2
London-based Atlas Translations was approached by a marketing company
to brand check the name of a new product. Our brand checkers
had to check the product name in English, French, German, Spanish,
Italian, Danish, Swedish, Finnish, Portuguese, Slovak, Slovene, Czech,
Norwegian, Polish, Bulgarian and Romanian. Atlas was able to
compile the findings from the brand checkers in all these languages
into one informative report. On the strength of
the service we provided, Atlas was subsequently commissioned to localize
the same company’s website.
