Think Globally, Communicate Locally

One of the joys of language is that words – and how we use them – is constantly evolving, with a variable lexicon – between continents, and within countries. As communicators, it’s vital to understand that the smallest wrongly used word can make – or break – the connection you have with your audience.

In the digital age, you have milliseconds to grab the reader’s attention and ensure the story you tell them is memorable for all the right reasons, but one wrong word in British or American English can leave your audience confused, angry, or just plain awkward.

Remember when KFC’s slogan “Finger-Lickin’ Good” was mistranslated in China as “Eat Your Fingers Off”, leading to public confusion and brand embarrassment?

By investing in professional localization, businesses avoid such blunders and protect their brand reputation.

At Berkeley Communications, we don’t just translate words, we craft messages that resonate locally while keeping a global perspective. It’s why we don’t just speak the language; we understand the local culture behind it. It’s what we do best.

Small nuances matter when you have diverse teams, clients, and audiences whether they’re in Los Angeles, London, Munich or Sydney. We know how to make messages land as global storytelling is about more than words, it’s about meaning. It’s essential as we’re not just ‘boots on the ground’ but an international team with global purpose.

If you’re going to get it right, you have to speak like your customer, know what makes them tick, and where they are in the world as they are all unique. It’s as important as understanding when to use ‘S’ vs. ‘AZ’ or ‘IZ’, and why in some parts of the world, consumers use generic product terms rather than brand names.