Do you intend to sell your goods in Australia? Marketing is essential for any company, anywhere, and the greater the competition, the more important it is to present your brand clearly. Any business looking to expand into an overseas market faces the challenge of communicating its message in another language, and within another culture. In many cases, straightforward translation is not enough. You need a marketing translation service that understands how language, tone, and cultural expectations influence buying decisions.
Over the years there have been many marketing translation mistakes that should act as a warning to any company promoting goods or services outside its home market. Even within the same language group, slogans and expressions can be misunderstood. American expressions, for example, do not always align with Australian usage. In the US, the word ‘toilet’ often refers to the fixture used for washing, while ‘bathroom’ commonly refers to a room with a toilet, which can be confusing for Australians encountering the terms in marketing material.
There are countless examples of these types of errors, and they highlight why businesses should work with experienced translators who hold recognised professional certification and have marketing expertise. Mitsubishi, the large Japanese manufacturer, famously ran into difficulty when it launched the ‘Pajero’ four wheel drive in Spain. In Spanish, the word ‘pajero’ is a slang insult, which made the vehicle name problematic until it was changed to ‘Montero’. Braniff Airways also encountered issues with its slogan ‘Fly in leather’, which when translated literally into Spanish suggested ‘Fly naked’. It is easy to see how this could cause confusion or embarrassment for potential customers.
The lesson is clear. If well resourced international companies can make costly translation mistakes, smaller businesses can just as easily do the same. At the same time, competitors may gain an advantage by engaging a marketing translation service that uses suitably qualified, certified translators who understand both language and culture. Taking this extra care can help your message connect with the right audience and support your success in new markets.
