Language Translation

A foreign language barrier is often the greatest obstacle to acquiring product certification successfully. While AF Holding can help you in all overseas markets, we will use Mexico as a case study example. AF Holding will help you comply with Mexican standards by following what Mexico expects linguistically, and delivering accordingly. We will help you process the packaging requirements of products in Mexico by properly defining what is expected. AF Holding will help you successfully market your product in the Mexican market by understanding Mexican packaging trends and relative appeal to the Mexican consumer base. We can also precisely translate English into Spanish in order to yield the most and best results, in even very local Mexico locales.

With regards to the use of language, while sometimes one word does not make a difference, there can be subtle, yet far-reaching differences if the incorrect word or phrasing is used in a certain locale.

A small language difference can lead to a major difference in clarity to the consumer. Despite big advances in translation technology (such as Google Translate), language is the biggest barrier for being able to conduct business seamlessly and transparently (and thus successfully), in foreign markets. After your company has conducted all the impressive conference-room meetings and presentation, the time you actually speak to your customers and consumers, is when you need to show them you know the localized Mexican market, and to fully exhibit to them to have confidence in you. They need to feel comforted to know that the way you linguistically present your ideas and products, will reap them the greatest benefit and payoff.

The advertising and packaging of your brand and its related products are at the forefront of your ability to successfully sell your product at the highest volume in your new Mexico market. If your product’s overall advertising and packaging exhibit a poor understanding of the local language, customs, and tastes, it almost guarantees the product will give off a negative perception, which will then inevitably lead to poor consumer reaction and low sales.

Here are some illustrations of regional language differences: For the word “fan”, in Mexico proper, the word is ventilador, and in Monterrey, MX, the word is abanico. The work “bus”, in Mexico proper, the word is pecera and in Monterrey, MX, the word is camión. For the item “Shower head”, the word is Mexico proper is cabezal, and the word in Monterrey, MX is cebolleta. As you can see, there are many regional differences. You need to account for all of these individual linguistic differences, in order to first gain and then keep your customers’ and consumer’s trust. Questions you should ask of yourself are: Do I need to thus create many different types of packaging for the same product? Should I replace the text with graphics? AF Holding can navigate all these options for you and recommend what we know will work best.

The strength of the companies that successfully market in a foreign country is that they exhibit a balance between them exhibiting cultural respect for the localized market trends, and being able to perform. Aggressive specific localized marketing that is too aggressive, might raise costs so high, that it becomes prohibitive. Just as serious though, is a one-size-fits-all approach, which would then lead to doubt and questioning.

AF Holding knows when a translation would convey the wrong message. The message needs to be correct and stand out. We have expert localized translators at the ready. AF Holding will let you know when you can generalize regarding the language used. We would also let you know otherwise, and therefore, let you know when you need to be precise and specific. AF Holding will guide you and give you the tools you need to execute your requirements, and reap the resulting business and financial benefits to its optimum. We are adept at translating to do business in several foreign markets.