There is also a strong business case for creating a bilingual brand.
Evidence shows that 86% of people in Wales feel proud of the Welsh language. 40% of children and young people speak the language with many more able to speak some Welsh.
Research by the Welsh Language Commissioner and others shows significant support for the language among Welsh speakers and non-Welsh speakers alike.
Here are some practical ideas on how to improve your bilingual marketing.
Small powerful changes
- Why not carry out a short internal audit to identify the missing bilingual elements in your branding. These might be on your website, signage, pop-ups/visual materials, text imagery on uniforms / vehicles, business cards or publications.
- If the name of your company or organisation is only in English can it be changed? If not, consider using a slogan to describe the nature of your work in both languages.
- Include a bilingual electronic signature in emails. It's easy to include bilingual job titles and to sign off using Cofion gorau / Best wishes’, or a more formal ‘Yn gywir / Yours sincerely’.
Medium term changes
- Evaluate the results of your internal audit and consider how you include Welsh on English only branding in future. Why not put measures in place to ensure that Welsh language branding is included next time new materials or goods are ordered? Consider interim solutions if possible: perhaps Welsh language pages could be added to your website, even if it is not possible at present to have a fully bilingual site.
- When creating new Welsh text for your branding, why not make use of the Welsh Language Commissioner's free proofreading service? Email drafts to hybu@welshlanguagecommissioner.wales and the work will be checked and returned to you. If you need to have longer drafts translated, you may need book a professional translator - contact Cymdeithas Cyfieithwyr Cymru (Association of Welsh Translators and Interpreters) for translators in your area.
- Make it company policy that all new branding materials include Welsh or bilingual text - and that this step is included from the outset. The Welsh Language Commissioner has guidance for companies wishing to commission bilingual design work.
Longer term changes
- You may want to have a rebrand at some point in the future. When looking at a rebrand, make sure that Board members or managers are aware of the benefits of creating a Welsh or bilingual brand. The Welsh Language Commissioner's research clearly demonstrates a business case for having Welsh branding. Here is a useful document summarising the main findings of the research. Share this document with senior officers or Board Members and/or give them a brief presentation on the benefits of branding in Welsh.
Further Resources:
The Welsh Language Commissioner has information on producing bilingual materials (bilingual branding, signs, forms, advertisements, websites, PowerPoint presentations etc.)