{"id":10644,"date":"2021-02-18T07:00:38","date_gmt":"2021-02-18T05:00:38","guid":{"rendered":"https:\/\/digitalschoolofmarketing.co.za\/?p=10644"},"modified":"2025-01-18T11:20:33","modified_gmt":"2025-01-18T09:20:33","slug":"how-to-manage-a-brand-in-a-multilingual-environment","status":"publish","type":"post","link":"https:\/\/digitalschoolofmarketing.co.za\/blog\/how-to-manage-a-brand-in-a-multilingual-environment\/","title":{"rendered":"How To Manage A Brand In A Multilingual Environment?"},"content":{"rendered":"
\"DSM<\/div><\/div>

Research has shown that consumers respond more favourably to messages that they receive in their native language. However, brands \u2013 both large and small \u2013 need to invest in making sure their multilingual campaigns go beyond translation.<\/p>\n

In South Africa, which boasts 11 official languages, only 8% of South Africans actually speak English at home. Native English speakers make up just 25% of global Internet users. When brands limit their marketing strategies to just one language, both in domestic and foreign markets, they could be losing out on a great opportunity to connect with potential customers.<\/p>\n

However, a direct translation of a marketing campaign from one language to another isn\u2019t sufficient. Brands<\/a> must listen \u2013 as well as speak – authentically to their consumers if they would like them to engage with the brand\u2019s message.<\/p>\n

Why Brands Don\u2019t Connect With Consumers<\/strong><\/h2>\n

When brands don\u2019t connect with consumers whose first language is not English, it\u2019s because of cutting corners in areas where more in-depth work is needed. When budgets are tight and everyone is busy, translation becomes an afterthought.<\/p>\n

People could say, \u2018Well, these individuals speak English [well] enough, so we\u2019ll just keep [our content] in English.\u2019 \u2026 You could still get a good outcome out of that, however, you\u2019re very likely not going to. If you would like your user to understand your message, you need to talk to them in the language that\u2019s theirs.<\/p>\n<\/div><\/div>

\"Understanding<\/div><\/div>
<\/div>

The Need To Understand Transcreation<\/strong><\/h2>\n

It is vital to understand what transcreation is.<\/p>\n

The term \u2018transcreation\u2019 is the process of adapting a message<\/a> from one language to another, while still keeping its intent, style, tone and context.<\/p>\n

Through viewing language through a lens of transcreation \u2014 as opposed to only basic translation \u2014marketers can be sure that their audiences can read a message and understand the meaning behind it. Humour stays humorous and professional messages stay professional.<\/p>\n

If you\u2019re a marketer, you definitely don\u2019t want to lose the relevance or immediacy of something just by going with a translation in which people will understand the words but not the feeling. Sports metaphors are as an example of a language device which can easily become lost in a direct translation: They\u2019re widespread in the English language, but a culture which doesn\u2019t play baseball, for example, won\u2019t understand the reference in the context of your message.<\/p>\n

If your company was a person, your brand would be its personality. It\u2019d be how you<\/p>\n