Tone & Style
In your German translation, it is important to consider cultural differences, as well as the message that you would like to communicate through your brand. Germans tend to communicate in a direct manner, so you may consider having a translation that is concise and has a tone of openness. This is because Germans are generally pragmatic and critical thinkers so if these attributes are also reflected in your business, then it is an important message to communicate.
Design
The design solution used to incorporate your German translation should adhere to your international brand guidelines and reflect the findings of your market research. For example, your market research may highlight a different type of target audience in Germany than in England. German business culture also greatly values expertise, therefore, you may consider highlighting your business’ expertise clearly and ensure that you include the evidence to support your statement.
Typesetting
The individual who formats your translation should ideally be fluent in German. If the typesetter doesn’t understand German, then this could cause issues with accuracy and intended meaning. For example, a non-German speaker may not hyphenate words correctly or format text to suit the tone of the translation, which could cause project delays or reputation issues with your German team who are proofreading your promotional material.
Team
It is crucial to think about the people in your team. Are they all native English speakers? Are you relying on your German suppliers to assess the suitability of your translation? It may be useful to nominate an individual who has experience in working in both the German and English business world to manage the project. This ensures that if there are discrepancies, then the individual can communicate with both teams in the language and manner that the teams feel most comfortable with. By making communication open and comfortable, then again helps to accelerate the project in the right direction.