About Konica Minolta
Konica Minolta is continuously expanding its business in a range of fields, including office equipment, industrial optical systems and healthcare diagnostic imaging systems. Konica Minolta’s goal is to be considered “a global company that is vital to society” and “robust and constantly evolving”. This is encapsulated in its brand proposition of “Giving Shape to Ideas”, i.e. “bringing the ideas of customers and society to life through innovation and contributing to the creation of a high-quality society”. It operates in 150 countries and employs a workforce of close to 44,000.
“We can always rely on Albion Languages to provide accurate and professional translations for our projects. It is a great help for us to receive ready-to-publish work in short turnaround times.”Hunor Erdo - Product Manager, Professional Printing Division, Konica Minolta
Where we came in
Konica Minolta’s focus is on IT services, digital office solutions, production printing and IOT cameras. As a result, they need local language versions of a wide range of marketing and client information materials supplied by its parent company in Japan. These communication materials require careful adaptation for the target market, ensuring effective technical marketing copy.
Konica Minolta drew up a shortlist of potential service providers before eventually selecting Albion Languages on the basis that we offered the best fit in terms of quality, customised service and flexible, personable approach.
The challenge was to create brand-focused and marketing-friendly local communications which:
- Keeps to Konica Minolta’s core values of being open and honest, customer-centric, innovative, passionate, inclusive and collaborative and accountable
- Achieves high content precision and uses appropriate sector-specific language that speaks to clients on their terms.
Experience and research. Building on our long-standing experience in the office equipment and IT sectors, before doing any “live” projects, we thoroughly researched Konica Minolta’s brand strategy and house style. We also considered its core products and how it differentiates itself from competitors.
Customised materials and processes. Our work resulted in a set of key brand guidelines for our linguists, along with a bank of core reference materials and an initial terminology database. We also established a customised approach for developing and updating background and reference materials to make sure each project meant we learned more about the client.
Carefully chosen team. Given the customer-facing, marketing feel of the client’s texts, we aimed to ensure the right balance in the project team between technical expertise and producing appealing marketing copy.
Based on this thorough analysis of the client’s branding approach and core values, we were able to customise our transcreation service to best suit the demanding requirements of Konica Minolta’s marketing communication. Through careful project setup, allocation of the most experienced resources and use of tried and trusted workflows, this could all be achieved to the client’s strict turnaround times. The client was thus able to deliver timely, on-brand communication to its demanding corporate clients in the local market.
Our work was greatly assisted by the marketing team at Konica Minolta who provided key insights into the company’s marketing strategy and product range.
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