In today’s global economy, translation is no longer just a “nice-to-have” it’s a business necessity. Whether you’re selling electronics in Germany, skincare in South Korea, or fashion in France, accurate and culturally aware translation can make or break your brand. But too many consumer product companies still get it wrong often in embarrassing, expensive, or even offensive ways.
If you’re trying to expand your product internationally, here are six translation mistakes you absolutely must avoid and tips on how to get it right.
1. Using Machine Translation Without Human Oversight
Sure, Google Translate is fast and free but it’s also risky. Automatic translations often miss the context, tone, or cultural nuances that a human translator would easily catch. The result? Confusing, awkward, or outright hilarious product labels and instructions.
Example:
A classic example is when a Chinese food brand used machine translation for “dry goods” and ended up with “dried human.” Not the best look for your snack aisle!
Why it matters:
Poor translations can damage your reputation, confuse customers, and even lead to product recalls.
Fix it:
Use professional, native-speaking translators who understand both the language and the product category. A human touch is essential for clarity, tone, and trust.
2. Ignoring Cultural Context and Localization
Translation is more than just changing words from one language to another it’s about localization, which means adapting content to suit the local culture, slang, and preferences. What works in one market might flop in another.
Example:
An American cleaning product brand translated its tagline “Tough on Dirt, Gentle on Skin” directly into Japanese but the local audience perceived it as a skincare product, not a cleaner.
Why it matters:
Cultural missteps can alienate potential customers, confuse your brand identity, and reduce sales.
Fix it:
Work with translators who are also cultural consultants. They’ll help you choose the right words, slogans, and even color schemes that resonate locally.
3. Overlooking Packaging and Label Requirements
Different countries have different regulations around what must appear on product labels ingredients, safety warnings, expiration dates, and more. A direct translation might not include legally required information.
Example:
A wellness brand entering the European market failed to translate allergen warnings properly and had to pull all products from shelves.
Why it matters:
Incorrect or incomplete labeling can lead to legal penalties, fines, or bans.
4. Skipping the Review Process
Even the best translators can make mistakes a second pair of eyes is critical. Many brands skip the proofreading or quality assurance (QA) phase to save time or money, which often backfires.
Example:
A major sportswear brand released a t-shirt in Mexico with an inspirational slogan but due to a spelling error, the message was misread as an insult. The backlash was swift.
Why it matters:
Spelling, grammar, or layout mistakes can make your brand look unprofessional or careless.
5. Translating Brand Names and Taglines Literally
Your brand name or tagline might be clever in English, but literal translations often don’t work or worse, become inappropriate or meaningless in another language.
Example:
The famous Chevrolet “Nova” flopped in Latin America because “No va” in Spanish means “It doesn’t go.” Not ideal for a car brand!
Why it matters:
Your brand’s identity needs to travel well. A poorly translated name can make you look silly or offensive.
6. Not Thinking About Tone and Voice
Your brand voice is part of your identity. If you’re casual and fun in your home market, you’ll want to maintain that in translation but what’s “casual” in English might come off as disrespectful or awkward in another language.
Example:
A skincare brand’s playful tone in English (“Get glowing, girl!”) didn’t translate well into Korean, where customers expect a more formal and respectful tone in beauty communications.
Why it matters:
Inconsistent tone damages your brand’s image and confuses your audience.
Final Thoughts: Translation Is Brand Protection
Translation mistakes aren’t just embarrassing they’re costly. A single misstep can lead to PR disasters, lost revenue, or product recalls. But with the right partners and a solid strategy, you can expand confidently into new markets and win over international customers.
Here’s a quick recap:
✅ Don’t rely solely on machine translation
✅ Localize, don’t just translate
✅ Follow local labeling laws
✅ Always review and proofread
✅ Be careful with names and slogans
✅ Match the local tone and expectations
Great translation isn’t just about words it’s about meaning, emotion, and connection. And when you get it right, your brand doesn’t just speak a new language it thrives in it.
Need Help with Product Translation?
At Approved Lingo, we specialize in consumer product translation services that blend linguistic precision with cultural relevance. From labels and packaging to e-commerce content and advertising, our native-speaking translators ensure that your brand voice stays clear, consistent, and compelling in every language.
Let us help your products go global without getting lost in translation.
