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Zaanstad Village, Netherlands

How to Retain Brand Identity With Localised Content

Posted 23 May 2023

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While adapting and localising marketing materials for different regions, it’s important to ensure that your brand identity remains consistent.

The key to retaining brand identity with localised content is to involve in-country stakeholders in the translation process. This is particularly important during the review stage.

Let’s explore how to get buy-in from in-country reviewers, manage terminology queries, and ultimately retain brand identity with localised content.

Bilingual Format for Review & Amendment

Before the final desktop publishing (DTP) or file rebuild stage, translated content must be outputted in a bilingual format. This allows native speakers within the organisation to review the localised content and make any necessary amendments to style or terminology. Changes can be made directly to the content, ensuring that all client amends are captured.

These changes are then populated back into the translation memory, allowing the translation team to begin learning the preferences of in-country reviewers. As a result, the effort needed by in-country reviewers to make future amendments is gradually reduced. This is ideal for large-scale projects that demand significant output over a period of time.

Involving In-Country Reviewers in the Process

Many different challenges can arise when you are catering to specific client preferences. Clients will typically have terminology and style preferences. If in-country reviewers are not involved in the translation process and there are no glossaries or style guides available, this often results in complaints from different markets that a translation is “wrong”.

To prevent these errors, it’s essential to involve in-country reviewers in the translation process. This gives them a sense of ownership over the localised content and ensures that they are happy with the final product. You can root out and address terminology queries early on. Translators can learn as they go, reducing the time needed for amendments in the future.

Managing Terminology Queries

As one of the most common issues faced during the localisation process, terminology queries can arise frequently. In-country reviewers may have different preferences for certain terms or phrases, which can lead to confusion and inconsistency in the final product. It’s important to address terminology queries early on in the translation process to ensure the final product is consistent and aligned with the brand identity.

To address terminology queries, you can create a glossary or style guide that outlines the preferred terminology for each market. This can be shared with in-country reviewers during the review stage, giving them an understanding of the preferred terms and phrases. With a consistent approach to terminology management, you can retain brand identity across localised content.

Retaining Brand Identity With Localised Content

Retaining brand identity with localised content is crucial for businesses that operate in multiple regions. For the best results, you must involve in-country reviewers in the translation process and manage terminology queries effectively. This type of workflow can help create a consistent approach to localised content production that aligns with the brand identity.

In-country reviewers can consider the cultural nuances and preferences of each market when reviewing localised content. This includes taking into account local customs, values, and even humour. With a solid grasp of the cultural context of each market, it’s possible to create localised content that resonates with the target audience and reinforces your brand identity.

Closing Thoughts

ALM Translations recognises the importance of involving in-country reviews from an early stage in any project. If you are interested in exploring our translation services and learning more about our workflow processes, you can contact us today and request a free quote.


More than just translation. Transcreation is a multilingual copywriting service that drives better performance for your brand by tailoring the message to your target market's buying preferences and culture. ALM creates content directly in the target language or adapts existing content for anything from websites to PPC ad copy.

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