Tag Archives: creative translation

Digital design, branding and content part I

Rhubarb Fool shares 10 benefits of quality web design

In any new industry, it’s been our experience that self definition can come to play a big role in determining a service provider’s skills and abilities. We’ve certainly met a lot of web designers. But a lot of the web designers we’ve met have actually been individuals who are quite capable of building a website, but believe that this ability somehow bestows on them the ability to design a website. Self belief; however, is necessarily a very subjective issue.

Rhubarb Fool can’t offer you any definitive advice that will assist you in your quest to find a good web designer. However, what was evident to us was that when you’ve found a good one, you’ll know it.

Something there’s no question about is that quality web design can be an extremely valuable investment. But these seem to us words that slip out a bit too easily. What do they mean? What are the actual benefits of commissioning a professional web-designer? Will your hard earned gold pieces actually yield a tangible return? Will an attractive website stimulate your business’s growth?

At Rhubarb Fool we champion great web design. Here are a few reasons why.

1. CONSISTENCY OF BRAND IDENTITY

Professional designers occupy the macrocosm, rather than the microcosm. They’ll be focused on  creating a visual identity for your brand that maintains its integrity across a variety of different contexts.

Your logo, website, social media profiles and even your business cards all need to be singing from the same sheet. Homogeneity and individuality need to be dancing together like old partners of the silver screen.

Brands that have a consistent visual identity are simply more memorable than those that appear fragmented. Being more memorable, they’ll also be more durable. A professional web designer should know how to make your brand’s visual identity move seamlessly across different contexts.

2. MORE VISITORS WHO STOP FOR A CUP OF TEA, A SLICE OF CAKE AND A CHAT.

Your website represents your business. So you’re not just looking for clicks. You’re looking for visitors who will  browse through your site and become acquainted with you and your brand. Don’t be under any illusions. Most visitors will have a swift glance at your site and then be off. It takes something a little bit special to keep a visitor interested in your site. It takes even more to make them want to learn more about you and eventually make a purchase.

3. MORE CUSTOMERS

A good web designer will focus on calling your visitors to action. They’ll be asking them to “sign up”, “learn more” and “buy now”. The placement, appearance and content of these calls to action will be vital to the functionality and effectiveness of your site. The upshot of getting this done right is simple. Busy cash registers.

4. PUTTING CLEAR BLUE SKY BETWEEN YOU AND YOUR  COMPETITORS

The internet is built on the back of websites that are “good enough”. So how are you going to stand out from the crowd? Within any one industry you can bet your bottom dollar on the fact that there will be a lot of websites that look the same. They say what they’re expected to say, in a manner that they’re expected to say it. Their design doesn’t offend, but nor does it excite.

We’ll never encourage anyone to make a spectacle of themselves. But quality is all about identifying your individuality, focusing on your unique selling points and combining these elements into one joined-up visual identity.

Rhubarb Fool Translation services

Translators or Transcreators?

When it comes to marketing your brand, adapting your message for your specific target audience is key.

Your voice needs to be clear and on-brand. Translation services rarely provide that function.

Nowhere is this more important than when it comes to marketing a brand. Marketeers and content generators love nothing more than peppering their paragraphs with flowery speech, obscure idioms and even slang.

This is why sometimes straight translation is not enough (I have mentioned before in a previous blog the perils faced when a translation house decided to translate House of Fraser to Fraser’s Home. I still shudder at the thought).

Here at Rhubarb Fool we prefer to work with a network of transcreators. These are not dry,

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technical documents we are translating after all.

At Rhubarb Fool, we rely on our transcreators to think about our audience. Consider the tone, usage and syntax and most of all how the content will best play out in their native language.

A good transcreator, and we only employ the best, truly understands that they are marketing the brand as much as we are.

We help them as much as we can by ensuring our team are given a brand style guide first and foremost. Most of our style guides are evolving documents, and some only a page long, but they make a good reference point.

A good style guide will help with band perception, tone, language and the audience, perceived or otherwise. Brands can help on this from the outset. it’s in their interests after all.

We ensure that as much reference material as

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possible is also provided including previous campaigns in English or even the native language if any are available.

Before they put pen to paper each transcreator will spend time researching both the brand and the target market.

Other things we take into account are ensuring all our transcreators live in the country whose language they are translating into. Obvious, non? You’d be surprised.

We ensure our editors are not only language experts and experienced copywriters, but they are all renowned writers in their own right. With high-end retail and tourism being a given.

Finally, every transcreator is aided by a separate proofreader. We all make mistakes after all.

Drop us a line if you want to know more …

Rhubarb Fool

Keep taking the tablets, as mobile dominates travel

Smartphones and tablets will be the key customer service tool in travel within the next five years.

Is anything more mobile than travel?

By its very nature, travel is a mobile activity – so the travel trade is using mobile devices before, during and after trips to communicate with customers.

Although communications on-the-go offer great opportunities, travel firms must also be aware that they increase customer expectations, states the report, produced in association with Euromonitor International.

Travellers now expect real-time answers and greater customisation, wherever they are

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and at any time, before, during and after the trip.

TUI Travel, Singapore Tourism Board, and InterContinental Hotels, are among those which have spotted the potential of mobiles, says the report unveiled at the first day of World Travel Market in London.

TUI Travel’s Digital Assistant app offers customers advice before departure, during their holiday and on their return.

YourSingapore Guide app by the Singapore Tourism Board aims to enable visitors to enjoy their personalised Singapore experience as smoothly as possible.

InterContinental Hotels’ Concierge Insider Guides app offers insights provided by company concierges in its 127 world locations.

Peter Long, Chief Executive of TUI Travel Plc, said: “Mobile is revolutionising customer relationships.”

Commenting on the Digital Assistant app, he added: “This is a tool where we think we can really build that intimacy of relationship of treating the customer as an individual and that is very different from the way typically today travel providers work.”

Reed Travel Exhibitions, Senior Director, World Travel Market, Simon Press said: “The dominant role of tablets and apps has created an ‘always-on’ culture amongst consumers. Travel companies need to

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make sure they are engaging with consumers in this way and through these channels.”

Caroline Bremner, Euromonitor International Head of Travel and Tourism Research, said: “Euromonitor International forecasts global smartphone volume sales will post a 17% CAGR (compound annual growth rate) more than 2012-2017, while sales of tablets are forecast at 14% CAGR.

“By 2017, the mobile channel is expected to account for over 30% of online travel value sales. All the signs indicate that mobile will be at the core of customer relationships in travel.”

– See more at: http://www.wtmlondon.com/page.cfm/action=press/libID=1/libEntryID=2216/listID=1#sthash.QMFOXpCd.dpuf