Marketing & Brand Localisation

Marketing copy that has been translated literally usually reads like it has been translated literally. The sentence structure may be grammatically correct in the target language, but the tone is off. The references do not land. The humour does not translate. For brand-facing content, this is more damaging than for technical or legal documents, because brand perception is exactly what you are trying to manage.

Marketing localisation starts with understanding the brief before we start translating. What is the campaign trying to do? Who is the audience in the target market? What tone does the brand use in its native market, and how does that translate to a market with different communication norms? German business communication is notably different from Italian, for example, and copy that reads as warm and personal in Italian can read as presumptuous in German.

We ask for brand guidelines before starting. If the brand does not have guidelines for the target market, we help develop them as part of the localisation process. For ongoing marketing clients, we build a brand voice guide that all content follows.

We localise advertising copy, product brochures, website landing pages, email campaigns, social media content, exhibition materials, and video scripts. For video scripts, we coordinate delivery with your production schedule.

In practice

Common questions