Harley-Davidson's brand has always projected an aura of wildness and danger.  That aura was established early on when those most likely to be driving Harley's were the wild bunch of society.  Today the aura lingers and still appeals to something deep in the psyche of the young professionals who buy most of the brand's products.  The brand personality is not in the tires or engines or other tangible features, it is in the raw sound of the Harley that evokes a sense of outlaw in the most law-abiding rider. 

But how does a company with a distinctive personality in its native market translate that ineffable charm in a foreign market?  Does personality translate?  It does if it finds the right niche and the right voice in the target foreign market.  It does if it speaks to that niche in a seamlessly correct accent in a seamlessly correct jargon.  It does if it feels like the personality is familiar - if there is something about it that closely resembles its equivalent in the target culture.  Those nuances come about only when native speakers are used in the development of foreign market marketing strategies.  Your translators need to be native speakers and trained professionals, who are steeped in the culture and customs of the target market you are trying to reach.

Some stereotypes themselves are bound up in cultural characteristics that are not consistent beyond the bounds of their culture of origin.  Is the "creative type" represented  the same way in Spain, for instance, that it is represented in the USA?  If not getting it wrong could destroy the effectiveness of an entire marketing campaign.  It pays to work with your favorite translation services consultancy before you start.

The brand personalities that work best and last longest are those that emerge from the kinds of real connections that customers make with a particular product rather than those that are artificially imposed on them by advertising - which means that brand personality is best developed by a deep understanding of the relationships customers have with your brand rather than how various features should affect them.  Those relationships can be nourished by advertising and marketing but only real connections can be sustained over time.  And real connections mean that your messages sound as if they were crafted by native speakers because they are.

I passionately believe that we at Galindo distinguish ourselves from other translation services providers by providing a personal service that goes beyond a superficial understanding of our clients' businesses; that we seek to understand and develop foreign-language customers' relationship with our clients' brands.  That understanding comes about most easily with clients who allow us to participate in their ongoing foreign-language marketing development efforts.  When that happens, brand personality develops and real customer relationships begin to happen as naturally as a native speaker saying, "Wow."
 

See you soon.

Hispanic Marketing & Public Relations book selected for Choice Outstanding Academic Title

Choice selected The Hispanic Marketing & Public Relations Understanding and Targeting America's Largest Minority book (Poyeen Publishing, $49.95) a 2006 Outstanding Academic Title. This makes Hispanic Marketing & Public Relations the first ever Hispanic marketing title selected for the exclusive list. The 640 outstanding works were selected for their excellence in scholarship and presentation, the significance of their contribution to the field, and their value as important - often, as in this case, the first - treatment of their subject. This book was (one less than 3 percent) of more than 25,000 titles submitted to Choice in 2006. Choice reviews about 7,000 titles a year and is a publication of the Association of College and Research Libraries, a division of the American Library Association.

Hispanic Marketing & Public Relations provides 435 pages of information, graphics, (including 93 tables and figures), case studies, market data and opinions based on the experiences of nineteen U.S. Hispanic market experts, and benefits the Hispanic Marketing & Communication Association, HMCA.  Information on the book, including biographies is available at the book's companion website HispanicMPR.com, http://www.hispanicmpr.com/the-book/ .

Galindo Publicidad, Inc. (GPI), Specializes in translating English business-related materials into and from Spanish and Portuguese, while also providing translations in Arabic, German, French, Italian, Korean, Chinese, Japanese, Hungarian, Creole, Russian and others.

Using its select network of native professionals, GPI guarantees linguistically accurate, reliable, and confidential translations performed with sensitivity and cultural respect.

Galindo Publicidad, Inc., winner of multiple awards, has been selected twice as a Florida 100 company by the University of Florida, a top honor recognizing rapidly growing, privately owned companies in the state of Florida.

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