In today’s hyper-connected, global marketplace, communication is everything—but how you communicate matters just as much as what you say. Whether your customers speak Arabic, Mandarin, or Aussie English, using their language—literally and figuratively—is a powerful way to build trust, foster loyalty, and drive business growth.
The Power of Personalised Communication: Customers are more likely to engage with brands that speak their language. This doesn’t just mean translating your website or marketing materials. It means understanding cultural nuances, tone preferences, values, and expectations—and responding accordingly.
When you personalise communication based on language and cultural context, you:
Localisation vs. Translation: Translation is the first step; localisation is the full experience.
Translation is about converting text from one language to another.
Localisation adapts your message to the cultural, emotional, and practical context of your audience. It’s about using the right words in the right way, considering everything from humour and colour symbolism to date formats and user behaviour.
For example:
✅ Coca-Cola: Right: Coca-Cola’s “Share a Coke” campaign is a masterclass in localisation. By printing popular names in each market on the bottles, the brand created a personal, local connection. It wasn’t just a marketing stunt—it was a message: We see you.
❌ Pepsi: Wrong: Pepsi once ran a campaign in China with the slogan “Come alive with Pepsi" which, unfortunately, translated to “Pepsi brings your ancestors back from the grave.” The brand learned the hard way that literal translation can result in unintended (and uncomfortable) consequences.
The Power of Personalised Communication: Customers are more likely to engage with brands that speak their language. This doesn’t just mean translating your website or marketing materials. It means understanding cultural nuances, tone preferences, values, and expectations—and responding accordingly.
When you personalise communication based on language and cultural context, you:
- Show respect and empathy
- Increase clarity and engagement
- Reduce misunderstandings
- Strengthen emotional connection
Localisation vs. Translation: Translation is the first step; localisation is the full experience.
Translation is about converting text from one language to another.
Localisation adapts your message to the cultural, emotional, and practical context of your audience. It’s about using the right words in the right way, considering everything from humour and colour symbolism to date formats and user behaviour.
For example:
- A simple call-to-action like “Get Started” might work well in English, but in Japanese, a more polite and indirect phrase may be more effective.
- In Arabic-speaking regions, aligning text direction and respecting religious and cultural norms is essential for credibility.
✅ Coca-Cola: Right: Coca-Cola’s “Share a Coke” campaign is a masterclass in localisation. By printing popular names in each market on the bottles, the brand created a personal, local connection. It wasn’t just a marketing stunt—it was a message: We see you.
❌ Pepsi: Wrong: Pepsi once ran a campaign in China with the slogan “Come alive with Pepsi" which, unfortunately, translated to “Pepsi brings your ancestors back from the grave.” The brand learned the hard way that literal translation can result in unintended (and uncomfortable) consequences.
Language Sensitivity in Branding: Language isn’t neutral—it carries emotional, political, and social weight. Misusing language or ignoring cultural sensitivities can alienate the very customers you're trying to connect with.
Consider:
- Pronouns and gender: Inclusive language matters in many modern markets.
- Tone and formality: Casual language in one country may seem disrespectful in another.
- Idioms and humour: Often don’t translate well and can confuse or offend.
Final Thoughts: Speak Their Language, Win Their Trust: In a world of automation and scale, human connection stands out. Brands that take the time to learn and speak their customers' language—literally and figuratively—earn something far more valuable than a sale: loyalty.
So ask yourself: Is your brand just being heard, or is it truly being understood? Having bilingual people in your marketing department can make a big difference! Contact VLLC to upskill your employees to ensure you can win your customer's loyalty.
Photo by Ling App on Unsplash
