Branding and messaging can fall flat with a bad translation or mistranslation. Before you push off from shore and bring your product or service to new international markets, consider these issues that could possibly sink your boat on the way overseas:
• Casual or formal? One of the most important aspects in Japanese language is that different tones and voices are used depending on the speaker, the listener, politeness level, situation, etc. In Japanese, it is awkward to use expressions that are too casual/romantic toward parents. For example, you do not send “kisses” and “hugs” to your mother or father.
• Superstitions and can stop you cold in your marketing tracks. Superstitions are believed to influence chance, either positively or negatively. Whether or not you cross your fingers, avoid black cats or knock on wood, it’s important to consider superstitions in other cultures as you market your wares. For example, the devil, or using words and images related to the devil, should be avoided in Latin American countries. In Russia, stay clear of the big 4-0 for men. A common superstition in Russia is that when a man is 40 and celebrates it with a big party, it may welcome death.
• Timing is everything. In Russia, Hungary, China and many other countries, it is often considered bad luck to give parents a present for their baby before it is born. Therefore, many people have parties, or baby showers, after the baby arrives. Sometimes multiple parties and on specific days, as in the Chinese culture, where it is traditional to celebrate the 100th day of a child’s life.
Interested in learning more about international branding and marketing? Read this article in Women Entrepreneur magazine and find out how to not accidently turn foreigners against your product.
