XTM Insights

Global marketing strategy: Safeguard your global brand voice using the right terminology and localization strategy
Global marketing strategy: Safeguard your global brand voice using the right terminology and localization strategy illustration
Melissa Favre-Lorraine
AuthorMelissa Favre-Lorraine

Although localization is now easier than ever thanks to cloud-based Translation Management Systems (TMS) automating the whole process, it can still go wrong without a way to guarantee your messaging is properly adapted to your global markets. Poorly localized content can easily lead to laughable translations at best or offensive ones at worst. Getting one word wrong is an easy mistake to make when entire websites or marketing campaigns need to be translated, but the consequences can be disastrous.

In 2015, Zara launched a new range of strappy sandals. In Spanish, these shoes are called “sandalias esclavas” (sandalias = sandals; esclavas = slaves). However, in Germany, these are mainly known as Roman or gladiator sandals. This wasn’t taken into consideration as the shoes were labeled “Sklaven-Sandalen” on the German site, which translates to “slave sandals.” This created an uproar on social media, and although the company removed the product from its website as soon as they realized the mistake, it was already too late. The brand was then seen by some as offensive and inappropriate, which had a negative impact on its image and probably resulted in considerable local business impact along with some brand erosion.

To avoid making the same mistake and ensure your brand can build and keep a strong and positive presence on a global scale, you’ll need to ensure key phrases, like your company and product names, slogans, and motto, get all the TLC they deserve. So how can you make sure that your messaging will resonate in new markets? What do you need to do to stay in control of your brand image and tone of voice internationally? And how do you ensure your message doesn’t get diluted or lost in translation? You’ll need a comprehensive enterprise terminology program.

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