Three Spanish Translation Mistakes Your Brand Can't Afford to Make

June 4, 2013 by Sandra De Luca
Category: Marketing, Marketing Translation Services

Looking at Latin American Spanish for your next product launch? It’s a great choice, but there are some specific challenges that can make or break your entry into this very diverse market. As we wrote about in The Varieties of Spanish, sealing cultural gaps can make all the difference when it comes to securing your business' success.

Avoid assumptions at all costs

Never take anything for granted. Just because a slogan or the name of the product sounds cool in one Spanish variety (or even in English), it does not mean that it will in all others. Before launching your product, it is always a good idea to have the name professionally tested; with local feedback from different cultural background experts, you can make sure what you have in mind is what the Latin American customer will perceive too. There are several options to get this done: in-country focus groups, reliable business partners, or your language translation company can all take care of this for you.

Do your homework

It is no secret that market research is a must when you want your product to cross the border and travel long distances…both physically and culturally. Trying to market a product that is a huge success at home but of little relevance to a particular region is a recipe for disaster. Did you know, for example, that until quite recently many companies in Chile would not allow women to wear trousers to work? Luckily, dress codes have become more flexible, but even so, you still don’t find bright colors in women's business wardrobes, as style in Chile is still pretty conservative in comparison to other Latin American countries, and the best color choices are still blue or gray.

A picture is worth....

When marketing your product, you probably put together a nice set of pictures or images too. Because form is just as important as content to Latin Americans, nonverbal language might be a bit more important than in the US. Just as Latin American people are known to be warm and even keep shorter distances when standing in front of each other to talk, chances are they will be more likely to be appealed by an image that somehow reaches out to their emotions too. So, remember that images are also something you might want to localize and even change completely. Chances are if the way you sell your product is considered to be cold, so will your product.

With a little bit of forethought, you can make sure your Latin American Spanish launch is successful on all fronts.

Subscribe to this blog

RSS feed

About this blog

Smart, fun and useful. Acclaro shares news and tips on translation, localization, language, global business and culture.


software cost tips technology & localization industry language entertainment southeast asia arabic website marketing mobile acclaro languages of the world acclaro localization and translation services acclaro world language map world language map arts sports & culture europe eastern europe africa french international business north america latin america middle east swedish asia german chinese documents case study localization retail quality transcreation spanish south america italian english ecard networking portuguese romance languages japanese staffing technology machine translation cost savings acclaro games language apps elearning localization multimedia translation multimedia localization elearning translation training translation ecommerce localization bitcoin cryptocurrency global ecommerce bitcoin regulation bitcoin exchanges china chinese translation chinese localization beijing localization cantonese and mandarin translations translation for business in china business translation in chinese top retail markets in the world new retail openings retail markets acclaro black friday cyber monday cyber week cyber monday woche single’s day bachelor’s day holiday shopping online borderfree doorbuster sales global holiday ecommerce healthcare initiative spanish healthcare mt case study mobile apps mobile app translation app store optimization aso mobile app thai translation ecommerce in asia valentine’s day valentines in japan valentines in south korea chinese valentine’s day singles day translation project fitbit visualiq gibson mardi gras food localization globalization consulting localization staffing localization recruiting startups global scalability international ecommerce international payment international order fulfillment global online shopping acclaro april fool’s stories usaapril fool’s stories germany april fool’s stories ecommerce ecommerce design wine translation marketing translation english remains the dominant language in the united states but almost one in five americans speaks a language other than english at home. are you missing out on customers who are more comfortable doing business in languages other than english? read on to learn how your company can profit from translation within the united states. translation myths translation mistakes international translation misconceptions translation errors translation process translating startups marketing translations translation marketing international social media qa quality assurance quality translations global apps app localization app translation app store translation global startups international app launch press release translation international press release global pr global press release press release localization kontax translate news international marketing video localization video translation video translation agency brazil brazilian portuguese english-to-portuguese translation boston translation services boston web translation boston translation agency global branding international branding global brand evaluation lithuanian translation lithuanian language translation adapt to lithuanian translators translation ecommerce in india business travel business travel apps international banking financial services translation marketing transcreation international copywriting website translation website localization japanese translation english-to-japanese translation japanese translation services translation solutions web localization mobile app localization iphone 6 glocal global brands translation services translation agency translation partner global content marketing localization world business case for translation