Case study: Successful brand communication for Konica Minolta
About Konica Minolta
Since its foundation in 1873, Konica Minolta has continuously expanded its business in a range of fields, including office equipment, industrial optical systems and healthcare diagnostic imaging systems. Through its innovative technology and design, the company records annual sales of nearly JPY 1,000 billion, providing sales and service in 150 countries and employing a workforce of close to 44,000.
Where we came in
To enable its local market focus on IT services, digital office solutions, production printing and IOT cameras, Konica Minolta needs local language versions of a wide range of marketing and client information materials supplied by its parent company in Japan. These communication materials need to be carefully adapted 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.
In its vision for the company, 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”. As a result, in all of its global and local communication, it is vital to be true to this vision, as well as keeping to Konica Minolta’s core values of being open and honest, customer-centric, innovative, passionate, inclusive and collaborative and accountable. As a brand-focused and marketing-friendly transcreation and localisation provider, our task was to ensure that this vision was loyally reflected in the transcreation of a wide range of customer-facing marketing materials, whilst also achieving high content precision and use of appropriate sector-specific language that speaks to clients on their terms.
Building on our long-standing experience in working for the office equipment and IT sectors, before doing any “live” projects, we thoroughly researched Konica Minolta in terms of its brand strategy and house style. We also considered its core products and how it differentiates itself from competitors. This survey resulted in a set of key brand guidelines for our linguists, along with a bank of core reference materials and an initial terminology database. 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. 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. Our work was greatly assisted by the marketing team at Konica Minolta who provided invaluable guidance in setup, as well as throughout the project.
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 local markets.
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