Categories: Brand Management

How Brands Communicate in a Multilingual Era

With the latest translation tools, an English-speaking person can even exchange ideas with someone from the jungles of the Amazon. Continue reading →

Published by
Amelia Harper

It’s common sense that businesses need to adapt to continue thriving. That’s especially true in this internet-enabled era. The web has changed the way we work, live, play, and communicate. Today, we no longer stick to our friends who hail from the same neighborhood. The limitations of relationships have gone out the window, boosted by the fact that we can use apps like Facebook and Twitter to communicate with people from all over the world. With the latest translation tools, an English-speaking person can even exchange ideas with someone from the jungles of the Amazon. How fascinating is that?

A Multilingual Economy Is a Powerful Driving Force: What Are Companies Doing?

Today, a brand that wants to go global cannot rely solely on marketing materials in English. They must invest in multilingual versions of their websites on top of hiring native professionals to represent their ideas.

Commerce

Shopping is one arena that has changed dramatically with internet use. It would be challenging to find someone who has never purchased an item online. Why? Well, aside from convenience, customers now have more choices than they’ve ever enjoyed. So what if you live in the US and want to purchase something from China? You can do that without buying an air ticket.

Brands recognize that the world is now their playground, filled with hungry consumers. They’re taking advantage by translating and localizing their online catalogs, creating different versions of their websites in multiple languages, and adapting their newsletters to suit various communities.

Education

The way we learn today is far from how it was decades ago. Now, we have multiple resources and no longer have to limit ourselves to the traditional classroom setting. How incredible it is to be able to perform a Google search to learn how to perform complex mathematical functions or cook an unfamiliar recipe.

Let’s take YouTube, for example. You’re on the platform searching for guidance on cooking a Chinese dish you once tried at a restaurant. Perhaps you’ve landed on a video with a Chinese-speaking chef. That doesn’t mean you have to switch things up and seek out an English video instead. With translation tools, the person in the video can now spread their knowledge far and wide.

Entertainment

The media landscape has experienced countless upheavals with the coming of the internet. Previously, you were content with the shows on the local TV channel. Fast forward to today, and you’ll find podcasts, mobile games, and more.

Moreover, video games came in a single language, and you had no choice but to deal with poor translations. Gaming brands have stepped up in this regard. They’re spending a more significant portion of their budget on quality translations and localization efforts. They recognize that to grow, they need to adapt their content to the international masses.

Multilingual Campaigns Matter: Case Studies

Have you seen the fun advertisement by Duolingo and the streaming service Peacock? These two companies combined their efforts to create a mock reality show titled “Love Language.” Supposedly, it would feature 10 singles from all over the world. But how would they communicate and fall in love if none of them spoke the same language?

This flirty and playful multilingual marketing campaign was highly effective, drawing much engagement from social media platforms. It was a fantastic way for Duolingo to break language barriers and talk to people, regardless of where they were from.

When you communicate with people in a language they’re familiar with, their level of interest in your product rises exponentially. They would naturally feel like engaging with you – that connection is something you can bank on.

When consumers go about their daily lives, nothing drives their purchasing choices more than personal connections. If a brand connects with them, they’re hooked. And what better way is there to forge a relationship than with language?

However, merely translating content isn’t enough. Localization is something brands tend to overlook in their efforts to reach a global audience.

Take KFC, for instance. This fast-food brand understands that it isn’t just selling its chicken to Americans, despite its origins. KFC communicates with its customers in native languages, creating localized advertisements with familiar lingo. Its efforts continue to draw loyal clients to its restaurants. Aside from its multilingual marketing efforts, KFC also entices customers by customizing its menu to fit local preferences. Even the chicken’s seasoning is different.

So, how do brands talk to global customers? Firstly, they have to speak in the local language. More important than that, they must understand the cultural nuances. By focusing on these two aspects, they’ll build better personal connections and more engagement with their customers. It’s easier for people to choose one brand over the other when they feel valued.

Why Multilingual Communication Matters

Language provides a method for brands to communicate important messages to the masses. They want to spread their vision and explain why their products are better than others. Consumers now expect brands to cater to their preferences, too. And one way to do that is by speaking their language. Why is it important for a company to adopt multilingual communication?

Better Brand Reputation

The way brands communicate expresses more than they think. Unsurprisingly, customers feel that a brand that doesn’t speak the way they do won’t care much about them. They also say that this indicates prejudice towards a people’s country and culture. If companies want to avoid accusations of bias, they must invest in multilingual experiences.

Increased Customer Loyalty

Would you switch brands if you found one that markets a product in your language? Apparently, three-quarters of global consumers would not hesitate. If you want your customers to remain loyal to your brand, reach out to them in their native language.

Boosted Profits

Multilingual services not only draw customers to your brand; they also influence them to spend more. Surveys show that two-thirds of consumers would happily pay more for a product if they enjoyed localized treatment.

Don’t Pay the Price of Neglecting the Importance of Multilingual Experiences

Brands cannot afford to deprioritize going global. But in their efforts to do so, they need to pay crucial attention to local customs and preferences. By contracting the services of linguistic specialists such as GoTranscript, they’ll find ways to communicate the way locals do. Getting the attention of foreign customers and forming everlasting bonds has never been more critical.

How Brands Communicate in a Multilingual Era was last updated September 22nd, 2023 by Amelia Harper
How Brands Communicate in a Multilingual Era was last modified: September 22nd, 2023 by Amelia Harper
Amelia Harper

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