Luxury Brands

In some ways, localizing luxury brand content can be easier than localizing other branded content because the brand's voice for luxury goods tends to be more consistent from one market to another. Whereas non-luxury brands may have slightly, or even radically, differing brand voices in various parts of the world, luxury brands are marketed towards a more ubiquitous consumer desire, appealing to the highest level of global fashion and popular culture.

However, because luxury brands have such distinct, bold, and refined brand images, all the important steps of the localization process that ensure the appropriate level of language adaptation and messaging consistency are even more critical.

Luxury brands tend to evoke more visceral reactions in consumers and the language used in marketing and advertising luxury brands must evoke the same reactions.

Glossaries and style guides are, of course, an important part of maintaining consistency in brand voice, but the exacting selection of the precise words and idiomatic expressions that convey the appropriate brand concept and resonate with consumers is the real key to managing luxury brand content on a global scale.

In the case of luxury brand content, Soventrans.com follows a localization workflow that includes additional amounts of brainstorming, collaborative idea-generation, and increased translator-reviewer interaction. Often times, Soventrans.com's linguists and/or project managers will actually attend branding workshops run by our clients' advertising staff and/or the clients agencies of record. This sort of extreme brand indoctrination is often necessary to deliver superior content.

In the end, our commitment is to undiluted, uncompromising, raw brand expression in any language.