Conceiving communication materials involves three basic elements: planning, research and investment. However, a mistake made by some companies is the failure to consider the same stages when directing a communication developed for another market.
Multinational companies need to have in mind that a literal translation – which considers the mere transposition from one language to the other – can generate misunderstandings and lead to the message being transmitted to the target audience inappropriately.
When the goal of a communication material, whether it is a technical manual, a publicity ad, or even a document, is to reach a foreign audience, it is important to consider that this content will reach people who live thousands of miles from the place where the original message was conceived, and they possibly communicate, consume and see the world differently. For this reason, the translation process deserves special attention, similarly to the elaboration of the original content.
The first step to ensure that your message is transmitted properly to your audience is to abandon the idea that translation is a commodity. Instead, you must see this service as something extremely strategic for your company’s business. For example, in addition to being carried over into a new language, it is very important that the message also be localized. In other words, the content not only needs to be rewritten in another language, but it must also be adapted regarding linguistic and cultural aspects of the target language country. This process includes, among other issues, the adjustment of parameters, such as: date formats, monetary units, measurement units, time zones, as well as expressions and examples adapted to the use in each geographic region of the world.
Professional translation agencies with global operations and market view understand translation as a strategic service provided to their clients. And, to ensure that they deliver material with a high standard of quality, these agencies have multidisciplinary teams that involve the work of specialists in various areas, including native translators and editors, translation tool technicians, internal linguists for quality control and project managers.
In short, it is fundamental to search for a serious translation partner, with a structure and market know-how, since only with this support will your communication be a great ally to help your company be successful in new markets.
If you still have any doubts regarding the differences between a translation and a localized translation, some characteristics of these services are listed below.
TRANSLATION
What a poor-quality translation may offer as consequences:
- Poor communication: the communication will not sound natural to the target audience, since it will be apparent that the material was translated;
- Damage to the company’s image and product regarding the market and consumers;
- Possible risk of penalties for the company due to communication failures;
- Possible need for product recall;
- Extra costs for internal hours of the company’s employees, who will need to spend time to review the material;
- Loss of focus by the professional responsible for the project, who will need to take over the operational role of reviewing the translated contents, leaving his/her main activities aside, as a second priority;
- Possible delays and missed deadlines;
- Possible lack of material for products launches, fairs and important events;
- Possible delay to launch new products in the market, favoring the competition’s operations;
- All factors above may lead to sales and revenue reductions for the company.
TRANSLATION AND LOCALIZATION
What a high-quality translation may offer as consequences:
- Final message adapted to the target audience, translated by a native linguist who lives in the target language country, with extensive knowledge of the local culture, terminology and political, economic and legal aspects of the market;
- High precision level in the translation of technical terminologies specific to your market, assured by the creation of glossaries, translation memories, and, in some cases, the use of a SME consultant (Subject-Matter Expert);
- Optimal user experience with your product or service;
- Assured credibility and reputation for your brand;
- High level of competitiveness in relation to local competitors;
- Competitive edge in relation to the other exporters;
- The company may have peace of mind that the communication will not be an obstacle for the sales;
- Time and money savings: the company will not need to spend its time to review the materials;
- According to a survey conducted by the international consulting firm Common Sense Advisory, 75% of consumers prefer to buy products and services in their own native language. This points out to the importance of a localized translation;
- All factors above may lead to sales and revenue increases for your company.
Now that you have enough information to understand how translation may impact your business, take no more risks. Hire a partner that will be able to help you be successful in new markets!
About Netwire
Founded in 2000, Netwire is a multilingual solution enterprise that provides translation and localization into any language in the world. Headquartered in Brazil, the company has an office in Argentina and a presence in North America and Europe. With robust infrastructure involving state-of-the-art technologies and the best professionals in the field, Netwire ensures high volume processing at high quality standards with quick turnover, precise control and project management, rigorous selection of native translators in every corner of the world, rapid learning of client preferences, secure and real-time data storage, information traceability and on-time delivery of the final material.
This solid foundation underlying Netwire’s services ensures a superior level of quality over other translation agencies on the market. In the past five years alone, the company processed over 110 million words, delivering an average of 400 projects per month. This experience has increasingly sparked the interest of global brands that make up its client portfolio, positioning Netwire as the right company to handle any translation demand. Request an estimate via website or by telephone and guarantee the best solution for your business!
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