The pitfalls of other languages

Yesterday I was reading a very nice professional Web site. One of its pages included a feature about branding, which, of course, is a hot topic again. This particular site said, "...an attractive logo and tagline that can be slapped on to stationery and signage, and viola, we have our brand."

Viola? I believe the writer was looking for the French word, "Voila," as in "lo and behold." (There's also an accent over the "a" in this word, but I can't get symbols into this post).

If you want to spice up your business collateral, posts, advertising, or other written product with a foreign phrase, careful proofreading is essential. If you're not attentive to making sure the word is the right one--and spelled correctly--the writing can sound foolish at best and insulting or obscene at worst.

Au revoir!