Translating Marketing Documentation
Integro brings a totally new approach to translation marketing content for international brands. We believe that the success of a translation effort is largely determined before any work begins, with the proper thought, research and approach. Quality Assurance and market knowledge need to be woven through the entire process and ethos, not added like a patch at the end.
It might sound obvious, but brand marketing materials are written by experts, and they need to translated by experts too. Anyone translating your marketing materials needs to start by asking a lot of questions and to fully understand not just what they are translating, but also why it’s being translated. This is far more crucial than most realise.
Over our years of working with brands, we’ve learned that a strong brand and its basic communication will rely, primarily, on a small number of few key assets.
They might be things like your key value statements, and perhaps the content of your about page. There will be your tag-lines and core phrases. You’ll probably have some very well written and crafted content that sums up who you are, what you do and what makes you unique that you use at the start of your brochures. You might have key terminology or phrases that are used to describe your products or your market positioning.
These assets matter deeply. Translating for any market should begin with these key assets – not by digging into everything at once.
They’re the foundation of your brand communication and they must be perfect. That doesn’t mean perfectly accurate – but perfectly adapted and perfectly crafted. And that takes research, time and thought.
Once you’ve got them right, you’ve built a strong foundation for all your brand translations and your remaining content can be translated with greater ease and confidence. It also puts you in control and makes sure you never lose ownership of your most important assets.