Write here: Localisation tips for seamless and sparky brand messaging

‘due to happenstance beyonde our controll this elevator is so broken’

‘Cream milk with coconut humans’

From public signs to product packaging, we’ve all seen funny examples of how badly translation can go. The potential for embarrassment is high. And it’s obvious too, when we see examples of amusingly buckled English, that the same thing can happen the other way around.

Our carefully chosen words could come out all wrong if mistranslated into another language. The words that brands use to communicate, often with vast audiences, are particularly important words. You don’t want to get those wrong. Like Mercedes did, when they made their debut in the Chinese market and rendered 'Benz' in Chinese characters as 奔死 (pronounced 'bēnsǐ'). That might sound close enough, but given the potential translation as 'to rush to die', it quickly emerged as a car brand name in the non-optimal category.

In a world where globalised trade must navigate the nuances of local and regional communication, there’s no way around the need to translate. People’s pride in their local place and culture only adds to the stakes.

This means there’s an extra opportunity in the capacity to translate well. It’s not just about avoiding embarrassment and error – there’s also a chance to foster additional recognition and trust.

The good news is, it can be done. Mercedes managed it. They switched their Chinese branding to 奔驰, characters pronounced “bēnchí”, and which can mean “to run quickly” or “to speed”. Now we’re getting there.

Here are some broad do's and don’ts to give your translations the best chance of success.

Do: Define your brand’s voice first

Before you adapt your messaging for different markets, it’s always good to make sure your brand’s verbal identity is strong. In practice that means:

• A clear voice and tone
• Key messaging pillars that define your brand
• A strong core narrative—your brand’s story and how you tell it

A well-defined voice makes it easier to stay consistent, no matter the market. An emotional brand story will translate well, too. Human emotional responses are remarkably consistent across cultures and languages. If your brand voice is engaging with what people care about, you’re already speaking a global language.

Don’t: just translate

Translating for new territories isn’t just about swapping words; it’s about making your message feel natural in a new cultural context. You should:

• Use local idioms, slang, and references that catch the attention of locals who know
• Adjust your jokes, metaphors, and cultural cues to avoid
  awkwardness
• Check your facts. Some references may simply not apply in
  different contexts, or may split your audience more strongly
  than you intend

Do: Keep it consistent, while making it relevant

While a global brand identity is important, so is local flexibility.

• Decide what stays the same everywhere (like your tagline and
  core values)
• Be open to local teams or creative partners tweaking the
  messaging based on audience insights
• Double (or triple)-check that taglines and brand names don’t
  have unintended meanings

Consider a few different approaches. What does close translation look like? What about something that captures the same spirit, even if the words are different? What about a solution that sits somewhere between these?

Consider the pros and cons of each. Don't get stuck with one particular approach when another translation style might be just the thing for this particular message.

Don’t: Forget the non-verbal aspects

Some languages need more space, so have flexible design parameters in mind if necessary.

• Colours, words, and phrases can carry unexpected meanings –
  don’t assume they translate directly
• Don’t overreach. While cultural fit can be a win, trying too hard with local humour is its own category of cringe

Do: Work with local experts

• Native writers and cultural consultants will always do a better job than AI or direct translations
• A human touch ensures your messaging captures real nuance
  and emotional impact
• Work with experienced partners. The more thorough their process, the safer you are, even if it costs a little more. So look to match the level of transcreation support to the significance of your messaging. For most strategic brand materials, the more care is taken, the better.

Don’t: Assume what’s done is done

This one applies more for an extended project or campaign. Where there is scope, gather feedback from local audiences to evolve your content. And where your materials will sit in the public realm for a long time, review them from time to time: cultures shift, and preferences change. Well-translated outdated material is still outdated material.

So, there you have it. A few key tips to set you on your way to fruitful localisation. Over to you! Jiayou! Vas-y!

This article is written by Rupert Thomson, general manager, Asia, Reed Words.