Communicating brand image


When operating in international markets, businesses are often faced with a dilemma: how to portray a globally uniform image while at the same time taking into account local peculiarities in the quest to effectively reach the target audiences in different markets. The solution: differentiated multilingual corporate communications.

The target audience of a company’s corporate communications is typically already heterogeneous in the company’s home country, and even more so internationally. What is required therefore is a differentiated communications strategy that is based on the needs and characteristics of the individual groups to be addressed. These may include different communication channels, cultural considerations and local interests.

It goes without saying that the Internet has also become instrumental in corporate communications strategies. Today, people are much more mobile than just a decade ago, and the Internet gives them access to information from around the globe. For businesses, this means that they cannot present themselves differently in each country, as that would create confusion among their potential customers. Conversely, a company’s achievements in one part of the world will not go unnoticed in other parts, as today anyone can access this information online from anywhere in the world.

Given that brand image development and maintenance take place to a large part via communications, it is essential for businesses to hire communication experts, especially when expanding into international markets. When a translation specialist translates a company brochure or website into another language, he plays a crucial role in shaping his client’s image in the target culture. It is therefore essential for you to work with a language specialist with the skills and expertise to comprehend your firm’s corporate image and effectively transfer it into the target language in consideration of cultural appropriateness. This requires not only formal and terminological accuracy, but also an in-depth understanding and ‘feel’ for your brand and corporate values. The translator’s style needs to reflect your company’s identity. Only then can a text work in the target market.