Image courtesy of Docryackie via CC Attribution-Share Alike 3.0 Unported Internationalization and branding is critical when entering a new market! Yet so many companies do it flippantly - maybe because they don't have budget, or maybe just because they are lazy. Making an early international mistake can create a reputation for your company that you may have to live with for the rest of your life.
McDonald's recently registered under a new name in China, roughly translated as "Golden Arches". Unfortunately, it's not catching on as well as they had hoped, so they're only using it for the registration and not for branding at the moment. Did they make a mistake? Did they move too quickly on this? What do you think? Time will tell.
Why translate? For one, as with any finished product, a user wants their purchase to feel as professional as possible. A bad translation can give the impression of a poorly crafted product, regardless of whether it is or not.
In conjunction with International Translation Day, Sharon Schweitzer talks about five ways translation can boost your business, which can be found here:
Sometimes the best way to compete is too not compete at all. So many companies spend so much money competing in the English-only arena. When the competition gets tough, why not try some international markets? One company found great success by going this route. Bedtime Digital CEO Klaus Pedersen discusses the success he found by moving his software into the international market ... http://www.gamesindustry.biz/articles/2017-10-03-waking-up-to-localization