The language of communication

Whatever language you think in, whatever your native tongue, express yourself in English and the world will listen. The power of the written word in English is the best way to tell people everywhere who you are, what you do and what you can do for them.

The business of communication

I am a British copywriter, editor and translator based in Zurich, focussed on Switzerland and four of its main languages: German, French, Italian and English. To offer an extended range of skills I have developed a network of specialists: strategic consultants, creatives and designers, as well as writers, editors, translators and proofreaders of other mother tongues. My business is about creating understanding, across cultural and linguistic boundaries. To be understood, you have to understand what you want to say. Clarity of thought begets clear language – and vice versa. This applies as much to individuals as to organizations. I make a living by helping people say what they mean. Above the line, below the line and between the lines.

A world of difference

English is conquering the world. It is the main language of communication in business, international relations and tourism. But the world is also conquering English. Today’s global lingua franca is a shrunken form of the language, with a meagre vocabulary, limited means of expression and no power of persuasion. It is toothless, colourless, riddled with clichés and humming with buzzwords. Bland writing and insipid translation are mind-numbing and unreadable, the very opposite of communication. They speak only of sameness. To make a difference you need sound thinking and strong arguments.

Mad in Switzerland

For most Swiss companies operating on an international scale English is a common language. They pride themselves on the values their products and services embody. “Swiss made” and “Made in Switzerland” (in English) are bywords for enduring quality and reliability. Many brands sell themselves on this promise, reflected in the production values of their publications. Websites, on the other hand, are a free-for-all. The original pages are usually well produced, but once the site is online, the trouble starts. These days, everybody thinks they can write English. And they do, usually with eye-catching results: typos, solecisms, waffle … At best, irritating and embarrassing; at worst, reputation damage. A skilled editor with a flair for language can fix the trouble in a surprisingly short time. So it needn’t cost the earth to make a world of difference.

Telling ideas

Good writing is about interpreting ideas and expressing them clearly in words that ring true. The same principle applies to translation. There is no good translation without good writing. Say it well and people will pay attention. A picture tells a thousand stories. But a few well-chosen words can say more than a thousand images and deliver more punch than a design makeover costing a thousand times more. A headline can convey more descriptive power and resonance than the slickest design values and visuals. And the short sharp text that follows will pick up on the resonance with a well-reasoned and convincing narrative. Striking words that linger in the memory. Less is more.

Approach

Every text destined for publication – whether written, edited or translated by us – is revised independently: the ‘two pairs of eyes’ principle. Then it goes to the customer for review. The integration of his or her feedback adds the third pair of eyes. This three-stage process – text, revision, dialogue – is included in the price. High-end copywriting and translation or adaptation are not cheap. But those who sell text by the kilo are not cheap either if the result of their low-cost work is a mediocre mess that needs rewriting, or it harms the brand image the customer wishes to project. However big or small the job, my commitment is total. For as long as a project lasts, I consider myself one of the team.

Inside out

Identity by definition is how one perceives oneself and the impression one makes on others. Objective identity is made up of many elements. In individuals these include looks, facial expression, mannerisms, posture and body language, voice and verbal expression. Corporations have their visual identity or design and the qualities, values and promise they represent. We work with companies to define what they stand for, exploring their history and present status, and once that is clear, defining the distinctive character and image they should project in the future. Identity is intangible, it comprises ideas, ways of thinking, standards and aspirations. It is about identification and emotion rather than the business of moving goods and value for money. The inside story is the brand story.

Strategy

“Strategy without tactics is the slowest route to victory.
Tactics without strategy is the noise before defeat.”

– Sun Tzu

Contact us for advice on corporate and personal brand strategy in your own language. We’ll make the right connection.
More @ Brunner Strategy:
www.mebrand.ch

Britischer Herkunft, lebe und arbeite ich seit vielen Jahren in der Schweiz. Mein Tätigkeitsfeld habe ich in der Kommunikationsbranche angesiedelt: Ich entwickle Marken- und Werbekonzepte, Firmennamen und Claims, übersetze Texte auf höchstem Niveau und adaptiere Werbung.

 

Im Mittelpunkt steht für mich der Kunde. Als kritischer Projektpartner unterstütze ich ihn dabei, die anspruchsvollen Ideen zu entwickeln, mit denen er seine Identität, Wertvorstellungen und Visionen definieren kann. Anschliessend mache ich mich daran, genau jene Begriffe und Formulierungen zu finden, die diese Ideen auf den Punkt bringen, zum Leben erwecken und mit Feinsinn zu vermitteln vermögen.

 

Gerne stelle ich meine Expertise in den Dienst von Schweizer Unternehmen, die auf internationalen Märkten erfolgreich kommunizieren möchten. Für Projekte, die zusätzliche Kompetenzen erfordern, arbeite ich mit einem bewährten Netzwerk von Partnern zusammen, darunter strategische Berater, Kreative und Designer, Texter, Übersetzer und Lektoren anderer Muttersprachen.

Britannique d’origine, je vis et travaille en Suisse depuis de nombreuses années. J’ai fait de la communication mon champ d’activité. Je crée des concepts publicitaires et de marque, des noms et des slogans pour des sociétés, je traduis des textes exigeants et j’adapte des publicités.

 

Au centre de mes préoccupations je place le client. En partenaire critique, je l’aide à développer des idées hautement complexes afin de définir son identité, ses valeurs et ses visions. Ensuite, je trouve pour lui les termes et formules exprimant ces idées avec minutie, leur insufflant vie et les révélant aux autres.

 

Je mets mon expertise au service d’entreprises suisses afin de leur permettre de communiquer avec succès sur les marchés internationaux. Pour les projets exigeant des compétences complémentaires, je recours à un réseau de partenaires confirmés : conseillers stratégiques, créatifs, designers, rédacteurs, traducteurs et lecteurs d’autres langues.

Sono un redattore inglese residente in Svizzera, con diversi anni di esperienza nel campo della comunicazione. Le mie aree di competenza sono copywriting, riscrittura, ghostwriting, adattamenti pubblicitari, traduzione ed editing. Scrivo opuscoli, discorsi, copioni e articoli, concepisco slogans e firme aziendali ed elaboro concetti pubblicitari e di branding.

 

Opero come sparring partner in stretta collaborazione con il cliente al fine di sviluppare le idee alla base della loro identità, dei loro valori e della loro visione, trovando le parole giuste per esprimere e per scrivere le storie con quali il cliente si identifica. Grazie al mio know-how, contribuisco al successo della comunicazione delle aziende made in Switzerland, operativi al livello internazionale.

 

Per i progetti che richiedono ulteriore competenze, mi appoggio ad una rete di consulenti strategici, creativi e designer, nonché di redattori, editori, traduttori e correttori di bozze di lingua madre.