Last updated on Sep 9, 2024

How would you handle a situation where the localization team misunderstands the brand's core values?

When your localization team gets your brand's core values wrong, it can lead to a disconnect between your message and your audience. Localization isn't just about translating content; it's about adapting your brand's voice to resonate within different cultural contexts. This requires a deep understanding of your brand's essence and how it should be communicated across various markets. It's crucial to ensure that the essence of what your brand stands for is not lost in translation.

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1 Assess Damage

The first step is to evaluate the extent of the misunderstanding. Review the localized content and determine how it deviates from your brand's core values. Are there glaring errors, or is it a matter of nuance? Understanding the severity of the issue will help you decide on the appropriate level of intervention needed. This could range from minor tweaks to a complete overhaul of the localized content.

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Maksim Sokolov

Technical Writer • UI/UX Writer • Content Manager
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When your company or brand enters a new market and begins marketing activities, it's crucial to check the content to be published. The first challenge is reviewing articles and posts in a language you may not know to ensure quality and alignment with your brand’s core values. You can rely on machine translation or hire third-party language experts. Second, regardless of the market, consider feedback from users, local media, or news outlets. This feedback also requires translation and careful evaluation. The key purpose of this process is to verify if the published content aligns with your core message, identify any deviations, and assess their impact. Your brand's perception can significantly depend on how well this is managed.

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Umaima Mehmood

Creative Content Writer at Punjab Information Technology Board (PITB)
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When the localization team misunderstands the brand's basic principles, fast action is required. Begin by ensuring that they have easy access to precise brand guidelines outlining the main values and messaging goals. Provide samples of authorized material that appropriately reflects the brand's tone and spirit to assist people grasp the desired direction. Consider holding a brief session to realign their perspective and clarify any misconceptions. Regularly examine localized material and provide constructive criticism to ensure alignment with the brand's values.

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2 Open Dialogue

Initiate a conversation with your localization team. It's essential to discuss the discrepancies you've identified and express your concerns without assigning blame. A constructive dialogue can uncover the reasons behind the misunderstanding. This is also an opportunity to reiterate your brand's core values and the importance of maintaining them across all markets.

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Maksim Sokolov

Technical Writer • UI/UX Writer • Content Manager
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If you feel the discrepancies are unacceptable or you want everything to bt 100% perfect, initiate a constructive dialogue with the localization leads or team. Before this meeting, get prepared: - List your brand’s core values and explain why they are cruical (e.g., environmental care, respect to people, or differentiation from competitors). - List the most visible deviations without naming where you found them and who was responsible, and explain why they conflict with the brand's core values. - Start the meeting by thanking the localization team for their efforts, present your findings, and close by suggesting improvements to enhance the team’s work (the “sandwich feedback” approach).

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3 Provide Clarity

Offer clear, detailed examples of how your brand's core values should be represented in the content. This might include providing style guides, tone of voice documents, or even customer profiles that depict the intended audience. The more resources you provide, the better your localization team can align their work with your brand's messaging.

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4 Re-educate Team

Sometimes, a misunderstanding can stem from a lack of knowledge about the brand's values. If this is the case, consider organizing training sessions or workshops to re-educate your localization team. Ensure that they have a thorough understanding of what your brand stands for and how it differentiates itself in the market.

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5 Monitor Progress

After addressing the initial misunderstanding, it's important to monitor the localization team's progress. Set up checkpoints to review new content and ensure it aligns with your brand's core values. Consistent monitoring will help prevent future misunderstandings and maintain brand integrity across all localized materials.

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6 Adjust Strategy

If misunderstandings persist, it may be necessary to adjust your localization strategy. This could involve changing processes, employing new tools or technologies, or even seeking a new localization partner. The goal is to establish a system that consistently delivers content true to your brand's core values.

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How would you handle a situation where the localization team misunderstands the brand's core values?

1

2

3

4

5

6

1 Assess Damage

2 Open Dialogue

3 Provide Clarity

4 Re-educate Team

5 Monitor Progress

6 Adjust Strategy

Content Management

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How would you handle a situation where the localization team misunderstands the brand's core values?

1

2

3

4

5

6

1 Assess Damage

2 Open Dialogue

3 Provide Clarity

4 Re-educate Team

5 Monitor Progress

6 Adjust Strategy

Content Management

Rate this article

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