Let’s assume a Russian consumer is looking for a particular product or a service online. Now let’s assume that your company has the product or offers the service that the consumer needs. Now what do you think your company website should offer to allow you make a real connection with the non-native English speaker that has just visited your website? Well, you are probably thinking of a rewarding and rich experience, aren’t you? If so, let us tell you that your answer is correct as long as the “rewarding and rich experience” that you are thinking of includes content that has been adapted to the language of your foreign potential consumer.
The first thing that professionals and organizations must invest in when starting up is branding, or in other words, creating a unique image for their product or services in the consumer’s mind. However, the process of branding is much more complex than it might seem: it requires a lot of creativity to come up with eye-catching corporate colors, appealing graphics, and, what’s more important, a remarkable brand name, that’s easy to pronounce and remember. And after all these, when it comes to targeting a different market, professionals and organizations have to face an absolutely different yet major challenge, and that is their brand name translation.
Translating well is a challenging affair. For this, bad translations happen all the time, and, unfortunately, they are never forgotten. In case you are in the translation industry, you should already know that translations of all types of texts are always judged. The worst is that they do not get judged by how good they are, but only by any single mistake that translators might make in their translations, no matter how small or insignificant. What is even worse, translators may sometimes even get judged by the perceived wrongness of their translations. Even if they are not wrong, some individuals will think that they are and will judge them for it. While there will always be critics out there, you should still always try your best to avoid being labeled as a bad translator.
Buying translation and localization services can turn out to be an absolute minefield. For professionals and organizations in search of translation and localization, the market supports numerous variants, from freelance experts to all types of agencies. And what is the best variant for you? The differences between freelancers and agencies are, in fact, significant, but the correct answer to the above mentioned question depends merely on your needs.
Writing, researching, editing, brainstorming, translating, localizing, proofreading, and, while doing all these, keeping the character limits in mind... The latest, in fact, is an actual nightmare for almost all the copywriters and translators, and the only reason is that it is not always possible to convey an important message in a limited amount of characters. Well, good news! Finally, after probably walking a mile in copywriters’ and translators’ shoes, Google has launched its AdWords expanded text ads, and Twitter has introduced its relaxed character count limits.
Russia is a huge country and the Russians are big spenders. Well, this is not a myth. It is a fact. And because of these two reasons many international companies have already started to invest in Russia. Of course, Russia is a great market; however, in case you are also already thinking to go there with your company, before doing so you firstly need to know exactly how to speak to your new target market.