The key to capturing an ever-growing market in any country is, of course, your multilingual brand strategy. In this post, look at How to Create a Multilingual Brand strategy. If your company offers goods and services that are accessible in more than one language, it’s very important to make sure that your corporate identity is consistent across all outlets. Otherwise, you might as well not even bother.
What if your product or service only available in one language? For example, if your firm manufactures cars, but its website is only available in English, are you still making money? Obviously not. If your company’s products and services require that customers understand a certain language, it can be difficult to convince them of the benefits of doing business with you. If something about your brand does not connect with audiences in these areas, you could lose sales.
How then, does one create a multilingual brand strategy? The first step is to create a good corporate identity – a set of company standards and ideals that your firm adheres to. It may be helpful to conduct some research on how other firms of the same size and industry are working out their brands. There are some very useful online tools that can help you determine commonalities in terms of how to design a good brand. You should then consult with professionals in your field (for example, trademark attorneys and trademark specialists) to develop a set of company values and principles. These can help you determine which social media strategies would work best to build and maintain your brand’s reputation in different languages.
Now, it’s time to create the website. This is where a great deal of creativity is needed, but not a lot of formal training. A good idea is to hire a web developer who already has some experience in building websites in a variety of languages. Make sure though that the person doesn’t just want your business name up on his site; you should have a lot of input when it comes to the content and design of the site.
Your brand will look very different across various platforms, so you need to consider all of them when you come up with multilingual strategies. In particular, make sure that your website looks great on smartphones and tablets. Also, consider mobile phone users – are they more likely to purchase your products or services in the language you’re marketing in? If you can answer these questions before you even begin, you’ll save yourself a lot of time and money in the long run.
Your website needs to be easy for people to navigate, so make sure that the information is relevant and clear. You should also do some testing with different languages to see how easy the information is for potential customers to understand. This will help you determine whether or not the information on your site needs to be re-done or updated.
One way to reach a wider audience is to create a blog, as this can be translated into several languages. This is particularly helpful for small businesses, as they can write regular posts, update regularly, and reach people through their websites. It is a good idea to write regular blog posts in several different languages, so that people feel like they know you. Many people will share your content with their friends, as well as post it on social media. The more content you have available, the more people will trust you.
A good way to learn how to create a multilingual brand is to start small. Create a one-page website for your small business in English, and link it to Facebook and Twitter. Offer free content in both languages and link each page to its own Facebook account. Offer useful tips and information that can be translated into the other language. Offer downloadable files that are in both languages, and include a link in each one that points back to your main website. This is a great way to increase traffic to your site and gain the trust of customers who speak different languages.