Value of a Brand: Don't Overlook the Importance of Your Translation
Every element of the customer experience goes into increasing (or decreasing) the value of your brand. Your advertising, the responsiveness of your sales staff and project managers, and your Web site all have an impact on the experience of the customer, and they help to build and strengthen your brand. Too often, clients overlook the importance of the quality of their translated materials in building the value of their brand. If English-speaking audiences are judging you on the quality of your English documentation, why would non-English speaking audiences think differently? The value of your brand IS increased when you put as much effort into producing high quality foreign language communications as you put into your English. Ask companies like Kentucky Fried Chicken, McDonalds and Coca-Cola, and you’ll get the same answer!