{"id":1769,"date":"2018-05-24T00:00:00","date_gmt":"2018-05-24T00:00:00","guid":{"rendered":"https:\/\/www.motionpoint.com\/?post_type=blog&p=1769"},"modified":"2018-05-24T00:00:00","modified_gmt":"2018-05-24T00:00:00","slug":"brand-consistency-how-great-translations-drive-customer-loyalty","status":"publish","type":"blog","link":"https:\/\/www.motionpoint.com\/blog\/brand-consistency-how-great-translations-drive-customer-loyalty\/","title":{"rendered":"Brand Consistency: How Great Translations Drive Customer Loyalty and Revenue"},"template":"","blog_categories":[9,15],"resource_categories":[37,34,30,35,33,26,23,22,17,29,18],"targeted_localized_audience":[],"document_categories":[],"class_list":["post-1769","blog","type-blog","status-publish","hentry","blog_categories-marketing-strategies","blog_categories-website-translation","resource_categories-content-type-blog-post","resource_categories-business-goal-brand-experience","resource_categories-business-goal","resource_categories-content-type","resource_categories-business-goal-global-expansion","resource_categories-industry","resource_categories-role-marketer","resource_categories-role","resource_categories-topic","resource_categories-industry-travel","resource_categories-topic-website-translation"],"acf":{"blog_short_description":"Customers notice when a company offers vastly different or confusingly varied online experiences in different countries. Consistency is key.","news_inline_styles":"","blog_video_id":"","article_body":"

Communicating effectively with international consumers means speaking their language. Fortunately, keeping your brand voice consistent in multiple languages doesn\u2019t have to be hard.<\/p>\n

Read on to learn why consistency matters\u2014and how today\u2019s top translation vendors can help make the process simple, painless and cost-effective.<\/p>\n

Build Trust through Authenticity and Reliability<\/h2>\n

Whether customers travel the world literally or just online, they know what\u2019s happening elsewhere around the globe. This awareness includes listening to what international brands are doing, saying and offering in different markets.<\/p>\n

Customers notice when a company offers vastly different or confusingly varied products or experiences in different countries. They\u2019re expecting an experience as robust and dynamic in every market where you do business. Shortchanging one market over another can leave your customers frustrated and annoyed. Consistency is key.<\/p>\n

This consistency extends to digital channels where customers are searching for what you offer, browsing content, and interacting with your teams. If your content isn\u2019t consistently translated or is inferior in some languages, customers will know\u2014and they\u2019ll disconnect, often never to return.<\/p>\n

The Dangers of an Inconsistent Brand Voice in Translations<\/h2>\n

When your brand doesn\u2019t provide a reliable, authentic, consistent online experience across global markets, it tells customers you value some markets more than others. They\u2019ll feel slighted.<\/p>\n

Make sure that the voice, personality, and tone of your brand experience reads the same whether it\u2019s in English or Spanish, Italian or French. Every customer wants to feel seen, heard, and valued no matter what language they speak.<\/p>\n

Be Both Consistent and Culturally Relevant<\/h2>\n

So, how do you provide a consistent online brand voice and user experience for international customers? The key is balancing consistency and relevance.<\/p>\n

Successful international brands do this all the time. Take search giant Google as an example. No matter where online customers live, the Google search bar and home page are exactly the same. As soon as customers see it, they recognize it, they know how to use it and they know what to expect from the user experience.<\/p>\n

But Google also offers culturally-relevant elements that appeal to different markets. Their Google Doodle for Independence Day appears in the U.S. market on July 4. But it doesn\u2019t appear in Costa Rica until September 15, when Costa Ricans celebrate their nation\u2019s independence. The Doodles often reflect local color, personalities, historical references and style preferences. <\/p>\n

Even search results are customized to fit local markets. Yet customers know they\u2019ll get the same quality of service by using Google, no matter where they live.<\/p>\n

Your translated online content should follow that formula, and give global consumers a full online user experience that is consistent with your brand\u2019s style, localized for each market, and tailored toward the culture and personality of the people you\u2019d like to reach.<\/p>\n

Taking Control of Your Content<\/h2>\n

The right translation approach can ensure your customers get that consistent, robust user experience across all your digital channels. As you select a translation solution for your online content, look for:<\/p>\n

Deft, Expert Translators<\/h3>\n

The best solutions use human translators with expertise in both languages and industry, giving you authentic, accurate translations.<\/p>\n

Style Guides<\/h3>\n

Great vendors create support documents like localized brand style guides to ensure consistent, high quality translations no matter the language or market.<\/p>\n

Quality Assurance<\/h3>\n

Great translation solutions include robust editorial reviews to make certain that your brand\u2019s translated content maintains the right tone and message.<\/p>\n

Control Over Your Content<\/h3>\n

The best website translation solutions offer advanced technologies that allow your team to produce everything you need in your flagship language, then leverage that content for other markets. You control your messaging every step of the way.<\/p>\n

Conclusion<\/h2>\n

Your brand must convey the same messaging, values, tone and feel across all of your global markets. And it must provide an individual, culturally-relevant touch that assures customers you know them, understand their needs, and can give them a great user experience.<\/p>\n<\/p>\n

It\u2019s a tricky balance, but solutions exist that can help you stay in control of your brand voice, while leveraging the best technology to streamline the process. This can give your company the personalized edge it needs to drive growth in global markets.<\/p>\n","article_body_code":"","news_image":{"ID":19260,"id":19260,"title":"Consistency_in_Brand_Voice.jpg","filename":"Consistency_in_Brand_Voice.jpg","filesize":123290,"url":"https:\/\/www.motionpoint.com\/wp-content\/uploads\/Consistency_in_Brand_Voice.jpg","link":"https:\/\/www.motionpoint.com\/blog\/speak-your-customers-language-to-grow-global-b2b-sales\/consistency_in_brand_voice\/","alt":"","author":"2","description":" \t","caption":"","name":"consistency_in_brand_voice","status":"inherit","uploaded_to":1926,"date":"2019-01-09 00:00:00","modified":"2019-01-09 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Consistency: How Great Translations Drive Customer Loyalty and Revenue","meta_description":"MotionPoint solves the operational complexity and cost of website localization.","meta_keywords":"website translation consistency, native brand experiences, local marketing for global brands","blog_author":[{"ID":198,"user_firstname":"Dominic","user_lastname":"Dithurbide","nickname":"ddithurbide","user_nicename":"ddithurbide","display_name":"Dominic Dithurbide","user_email":"ddithurbide@motionpoint.com","user_url":"","user_registered":"2014-11-04 00:00:00","user_description":"Dominic Dithurbide is a creative, goal-driven marketing leader that\u2019s dedicated his career to the translation industry. Dominic brings proficiency in global marketing, demand generation, and go-to-market strategies to MotionPoint\u2019s marketing team.","user_avatar":"\"Dominic"}]},"_links":{"self":[{"href":"https:\/\/www.motionpoint.com\/wp-json\/wp\/v2\/blog\/1769","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.motionpoint.com\/wp-json\/wp\/v2\/blog"}],"about":[{"href":"https:\/\/www.motionpoint.com\/wp-json\/wp\/v2\/types\/blog"}],"wp:attachment":[{"href":"https:\/\/www.motionpoint.com\/wp-json\/wp\/v2\/media?parent=1769"}],"wp:term":[{"taxonomy":"blog_categories","embeddable":true,"href":"https:\/\/www.motionpoint.com\/wp-json\/wp\/v2\/blog_categories?post=1769"},{"taxonomy":"resource_categories","embeddable":true,"href":"https:\/\/www.motionpoint.com\/wp-json\/wp\/v2\/resource_categories?post=1769"},{"taxonomy":"targeted_localized_audience","embeddable":true,"href":"https:\/\/www.motionpoint.com\/wp-json\/wp\/v2\/targeted_localized_audience?post=1769"},{"taxonomy":"document_categories","embeddable":true,"href":"https:\/\/www.motionpoint.com\/wp-json\/wp\/v2\/document_categories?post=1769"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}