Would you name your product something that means “urine” in another language? Or launch a new brand overseas, only to discover it sounds like a rude joke? Even in today’s hyper-connected world, these mistakes still happen — sometimes with viral consequences.
Getting language right isn’t just about selling internationally. In multilingual markets such as the UK, the US, or Canada, localisation also means respecting the diverse audiences at home. Overlooking that can quickly undermine customer trust and brand reputation.
When Translation Meets Branding Trouble
Back in 2013, US retailer Target learned this lesson the hard way. The company launched a women’s shoe named Orina — unfortunately, a word that means urine in Spanish. For a retailer serving millions of Hispanic customers, that didn’t go unnoticed.
According to Target, the name was inspired by the Russian “Orina”, meaning peaceful. But the Spanish connotation was too strong to ignore. The company swiftly renamed the product and removed the name from stores and its website — a wise move that likely prevented further damage.
The same year, Target also faced criticism for calling a plus-size dress colour “manatee grey” while the same dress in smaller sizes was labelled “dark heather grey”. The implication was clear, and customers were quick to react.
More than a decade later, these stories remain classic examples of how a small linguistic oversight can turn into a PR problem overnight.
Brand Translation Mistakes Still Happen
Even with today’s technology, brands continue to stumble over cultural and linguistic nuances.
A recent example: a tech start-up found that its new app name sounded uncomfortably close to a slang term for “hangover” in Japanese. Another brand’s campaign slogan, when translated for a Southeast Asian market, took on a romantic subtext that completely altered its meaning.
But there are success stories, too.
- Coca-Cola carefully tests product names across dozens of languages to ensure consistent emotional resonance.
- Netflix localises not just subtitles, but also marketing imagery, humour, and tone.
- Airbnb’s “Belong Anywhere” tagline has been adapted in each language to convey belonging and hospitality — not just the literal translation.
These companies understand that localisation is more than a one-off translation job; it’s part of their brand strategy.
Domestic Localisation: A Hidden Opportunity
In the United States, more than 42 million people speak Spanish at home. In the UK, significant communities speak Polish, Punjabi, Arabic, and Mandarin. Brands that ignore these audiences are missing out on both loyalty and long-term growth.
Domestic localisation covers much more than product names. It also extends to:
- Marketing messages and slogans
- Website layout, tone, and visuals
- Customer support and FAQs
- Payment, delivery, and customer experience preferences
Adapting these elements can make the difference between a brand that feels foreign — and one that feels like home.
How to Audit Product and Brand Names
Before introducing a product into a new market, carry out a linguistic and cultural audit. This process explores how your chosen name is perceived and whether it carries any hidden meanings.
Ask yourself:
- What emotional response does this name provoke?
- Are there any double meanings or slang interpretations?
- Could there be negative or humorous associations?
- Is it similar to an existing brand or trademark?
- How does it sound when pronounced by native speakers?
Repeat this process for each target region and language — even within the same language family. A word that works in Spain might not work in Mexico or Argentina.
Low-Cost Ways to Test Your Brand Name
If your budget allows, it’s best to partner with a professional localisation agency. They’ll provide linguistic validation, cultural checks, and trademark research to ensure your brand name works everywhere you need it to.
If you’re in the early stages or testing an idea:
- Ask multilingual colleagues or friends for honest feedback.
- Use AI tools (like DeepL Write or ChatGPT) for initial sense-checks — but always verify with human reviewers.
- Test reactions through focus groups or crowdsourcing platforms.
- Use native text-to-speech to check pronunciation and sound.
These small checks can prevent costly brand setbacks.
Localisation in the Age of AI
AI translation tools now make it faster and more affordable to localise across markets. However, AI lacks cultural sensitivity — it doesn’t pick up on tone, irony, or social taboos.
That’s why successful brands combine AI efficiency with human expertise. Automation helps with scalability, but it’s the human linguist who ensures your message feels authentic, not artificial.
Final Thoughts
A product name can evoke trust, humour, or aspiration — or it can cause confusion, embarrassment, or offence. In 2025, when global audiences are just a click away, the stakes are higher than ever.
Localisation isn’t only about avoiding mistakes. It’s about building genuine connections through language and culture.
If you’re planning to launch a product internationally, or simply want to reach multilingual audiences at home, make localisation a key part of your brand development process.
Speak to Our Localisation Experts
At Kwintessential, we help businesses adapt their brand names, websites, and campaigns to resonate naturally with every target market. Our team combines linguistic expertise with cultural insight to ensure your message lands exactly as intended — everywhere.
Contact us today to discuss your next launch or brand translation project.