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Businesses large and small struggle to distinguish their products and
services As a rule, a multitude of enterprises strive to sell similar products
and services, making it difficult for customers to identify and remember the
best option. Larger corporations, having the budget to hire branding experts,
are often proficient in creating an identity for a product, generic or not. The
result is successful advertising campaigns. By contrast, entrepreneurs, often
working alone with little knowledge of the market and marketing, generally
create muddled messages. Regardless of actual work experience, it is advisable
for freelancers and small businesses to hone their message as the larger
corporations do in order attract more customers.
It is fascinating to observe how certain companies brand their products
in highly competitive markets. Proctor & Gamble, the owner of head and
shoulders shampoo brand, does not emphasize esoteric chemicals or exotic
ingredients but instead hammers the message that the product eliminates
dandruff, employing an attractive actor in various action segments whose only
line is “I don’t” in response to the statement “I didn’t know you have
dandruff”. In this manner, the brand is identified with elimination of
dandruff. Likewise, Mark Jacobs reinforces the name of the perfume “Daisy” with
advertisements filled with models surrounded by daisies, creating an impression
of the scent, true or not. In the UK, McCain advertises its frozen French fries
(chips in UK English) as the old friend of the family, a part of past and
current memories. In practice, they probably taste the same as their competitors
but the TV adverts emphasize how one can depend on this brand for a familiar
taste. Instead of trying to be all things to all people, these companies focus
on one aspect that supposedly sets their products apart from their competition.
Translators, as do many other freelancers, tend to aim wide and,
consequently, miss their mark. Many translators have a long statement on how
many languages they work to and from, sometimes as many as five languages, with
several areas of specialization. Even colleagues ultimately do not remember the
exact combinations, not even one sometimes, in the presence of so many details.
Potential customers, those that may one day need their services, will almost
certainly not recall the message. Almost all translators (mea culpa) tend to
list all their combinations and skills on their marketing sites, including
their CV’s and websites, on the hope that they will attract more customers. In
practice, most translators earn most of their income from one language
combination with the other options barely impacting their business. Thus, the
wide net approach actually is counterproductive.
Instead, based on the successful campaigns of large companies,
freelancer translators should identify
their main service and emphasize it in every manner possible. They can mention
other combinations and services but in a form that does not distract from the
main message. The goal is identification between the service provider and the
service, e.g. Jane Doe, certified Spanish to English medical translator.
Thus, focus is the key for product and service branding. I personally
intend to apply this approach on my next website (whenever that is) as well
as on any other current or future marketing efforts. In practice, I am a recognized Hebrew
to English legal translator, period and want my potential customers to remember it. If the message is clear, the next time
potential customers need such a service, they may remember the name. To stand
out, being the sharpest pencil in the box is the key.
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