A Clear Voice in the global market
As globalisation brings businesses closer together and new markets emerge across the world, it’s becoming increasingly important for companies who trade internationally to speak the language of their customers in Lima, Leipzig and Lahore as well as London.
It was Nelson Mandela who said: ‘If you talk to a man in a language he understands, that goes to his head. If you talk to him in his own language, that goes to his heart.’ And in business, going the extra mile by being able to sell your goods and services in the language of your customers, could just be a deal-clincher.
Even the most forward-thinking companies get it wrong when diversifying their communications strategy to a global audience. There are too many examples of automated translations gone wrong in the marketing world. Anyone remember when Parker Pen’s slogan ‘It won’t leak in your pocket and embarrass you’ caused them some embarrassment when they translated it for their Mexican market? The Spanish ‘embarazar’ used as a translation for ‘embarrass’ actually means to impregnate. So, Parker Pen’s proudly promised their product wouldn’t ‘leak in your pocket and make you pregnant.’
Sometimes a brand gets the words right but still fails to relay the message. Why? Well, sometimes it is not what you say but how you say it. Communicating with people from other cultures requires not only language skills but wider understanding, which in turn requires authentic exposure to a culture.
When you’re globalising your brand, the team at Clear Voice are here to help you avoid marketing mishaps and business errors. Our professional interpreters and translators will support the successful implementation of your international communications strategy and help you communicate clearly with your target market.
Come and listen to our Director speak on 15 November at 3.30pm in Theatre 10 or visit us at stand 145 to find out more about the role interpreters and translators will play in helping you expand your market.