Going international is a significant undertaking for any brand. While the rewards can be plentiful, there are also a lot of challenges involved when a business has a global market reach. One significant challenge to international branding is developing the collateral that is required to communicate with customers and prospects, to let them know about your organization and what it provides.
There are plenty of things to think about when it comes to creating collateral for international brands. Here are six of the top obstacles to this process.
Deciding between transcreation and translation
While translation is typically a more basic, literal method of converting content into a new language, transcreation refers to the process of re-creating the message of that collateral in a new language.
One great example of transcreation can be found in McDonald's popular advertising slogan from the early 2000s, "I'm loving it." The fast food conglomerate knew that they needed to ensure that the sentiment of this phrase stayed consistent around the world, so they decided to transcreate it in each international market that they wanted to enter. In Spain, for example, the slogan was translated as
. While this Spanish phrase is actually closer to "I really like it," in English, McDonald's determined that this new phrase was more culturally relevant in Spanish.
Deciding between these two tactics can be difficult; transcreation usually results in a more accurate message for collateral pieces, but translation requires fewer resources.