Business cards are widely used globally and are an extended part of your business branding. They serve as a way to communicate your contact information, are an inexpensive marketing tool and show you are prepared.
When conducting business overseas they can be a vital first impression that expresses your brand, gives clear information, and can be shared among new clientele.
If you are entering the Asian market you will need to adapt your English business cards for a different arena. It is an opportunity to re-purpose your business card and brand so that it functions for Asia. It may be multi-lingual, bi-lingual or unique to each country.
The following suggestions will help you to decide how to translate your business cards, what to avoid and what to include.
• Shape – Asian markets prefer traditional business cards so avoid using unusual or ultra-modern shapes
• Type text only – avoid handwritten cards. All information should be printed in a legible font
• Include all contact information – address, city, county, website, email etc. They should be current and up to date.
• Print them professionally – never do this yourself as it appears unprofessional
• Use professional translation – mistakes can be embarrassing and costly
• Branding – should offer a clear logo that has been verified by a localisation team
• QR codes – becoming popular as it is a direct, mobile link to your website.
• Two-sided translation – English on one side and your target language on the reverse.
• Multiple languages – can sometimes be too much on one card. Consider using only bi-lingual if possible
• Make a good impression – use glossy or coated cards
• Accurate localisation – is essential. For example, depending upon location you may need to use Traditional Chinese, or Simplified Chinese. Ask a localisation expert or your translation team if you are unsure
• Colours – should be carefully selected for Asian markets to avoid giving offence
• Respect your cards – never fold, crease or misuse your business cards
• Specialised card stocks or inks – can be utilised by asking your translation team to supply you with a press ready PDF file of the target language. This can then be taken to any specialised printer
• Names in logos – should not be translated. For branding reasons keep any English words within your logo for continuity of your logo. Additional translation can be added underneath if required
• Email addresses – should be professional and not a free version. Invest in a professional website and email for your company
• URL – it is wise to include this on your card. They don’t need to be translated
• Western numbers – are standard on business cards in Asia
• Font size and legibility – are important. Check your translated text fits the card and is still legible
• Font selection – should be well prepared. Typography should match your profession and suit your business
• Multiple fonts – are a distraction. Size, italics, or bold fonts should be the same on both sides
• Double checking – is essential. Before going to print check spelling, fonts, links etc are all correct
• Social media – is huge. Include links to all your social media accounts on your business card
• Skype – is worth adding on your card if you have an account as it is an easy way for overseas clients to contact you
• Include international dialling codes – for example (44) for the UK before the rest of your telephone number
These tips will assist preparation for translating your business cards, and help you avoid pitfalls that are regularly encountered.
Double checking before printing is essential and your translation service provider can help you with localisation where necessary, running a final check before completion.
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