If you are launching a brand overseas, ensuring your marketing and branding fits with the local language and customs is vital. Our Brand Checker service will make sure that you don’t make the costly mistakes that some of the world’s largest companies have made.
Branding professionals
Quite a few of our staff have worked in Marketing Agencies as brand ambassadors as well as account managers, so they know and understand how vital representing your brand overseas is. It’s out of this understanding that we have developed our brand checker service.
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“Global Lingo translate into 28 languages for us. They provide us with a fast consistent service and their translators quickly become familiar with the terminology and tone that we use. We also receive great customer service from our account manager.” |
How our Brand Checker works
The beauty of our brand checker is that it’s very simple. We have two core services:
- Existing brand in new markets
We take your current brand and all the marketing collateral, guidelines, fonts, copy, etc.
You tell us which geographical markets you want to market your brand in, and we use our linguists to check if your current branding will work in those territories or if there needs to be some adaptation. - New Global Brand
If you’re launching a new brand and are just thinking through ideas, and want to check them before pitching to you client, then our Brand Checker service is just what you need.
We’ll take your brand name or concept idea and pass them to panels of linguists, along with a questionnaire supplied either by you or by us.
Our linguists will then check your collateral against that and provide a full report, which you can send back to your clients or creatives.
Why should you use our Brand Checker?
Of course, it’s easy to say that the name of your brand needs to be the same the world over so that it’s easy to recognise; this would also save on translation and design costs. The problem is that lots of companies have already thought that and been stung really badly.
Coca-Cola – When Coca-Cola entered the Chinese market, they had their famous brand name rendered phonetically in Chinese characters so it would sound like Coca-Cola. Unfortunately these characters translated as “bite the wax tadpole” or “female horse stuffed with wax”, depending on the dialect of Chinese used.
Jolly Green Giant Sweetcorn – The translation for Jolly Green Giant into Arabic came out as ‘Intimidating Green Monster’, not exactly what they had in mind.
Vauxhall – Vauxhall spent a large sum launching their Nova model in the Spanish market – unfortunately in Spanish ‘no va’ means ‘won’t go’.
Kentucky Fried Chicken, KFC – The Kentucky Fried Chicken slogan “finger-lickin’ good” emerged in Chinese as “eat your fingers off.”
Language and culture experts
We have over 5,000 translators, interpreters, writers and editors available to us worldwide. They understand all aspects of their culture and language and can help steer your branding in the right direction.
