So is going global as easy as having your website and brochure translated into a different language?

Not quite.

Communicating with a global audience can be complicated. There are several factors to consider that reach beyond simply translating communications into other languages. First we must consider the brand and what it will mean to audiences abroad. Will it be seen as new and exciting, will it fill a particular market gap, or will it attempt to break into the market as a competitor to a local favorite?

Once you have made the decision to invest resources in a particular global community, you must consider not only the native language, but the language’s nuances, communication vehicles, and culture in general.

Language
It is imperative to correctly translate English-language material into the a culture’s native language. In addition, it is extremely important to understand the nuances of the foreign language. For instance, the word “policy” translated into Spanish, is understood as “police,” even within the proper context. You can see how confusing it can be to an audience if communications are simply translated and not reviewed for conceptual accuracy.

Communication vehicles
Choosing communication vehicles is equally as important as the message you send. Just because an English-speaking audience prefers to be reached through email, does not mean that it will work for every one. For instance, in some countries the mail is not as reliable as it is in the United States. In addition, some cultures prefer more formal methods of communication or a specific communication process.

Culture
Culture is an extremely important factor in business communications. Educate yourself on etiquette, customs, and important holidays before sending any communication.

Expanding a communications program globally can have a positive affect on an organization and their brand. However, it is imperative that you are informed about the marketplace you intend to reach, the native language, and the culture of any country before developing a global communications plan.