Buying Translations That Maximize ROI – Part 1

In a globalized world, companies are struggling to sell goods and services in countries that speak different languages. Yet, the most challenging mission for marketing people in these companies is to deliver the message in an appealing tone to the target audience without compromising the core meaning. In such an endeavor, the translation team functions as the voice of the brand, and will either contribute positively to conquering new markets – or potentially destroy the brand image in the new market!

Following some simple rules can lead to outstanding success in transferring words into a different culture.

The first question that stakeholders should ask is: Do I really need translation? Going global does not necessarily mean that a company needs translation. There are many successful companies who used only the original source version of the content to enter new markets. In order to answer that question successfully, businesses should think about the level of target audience acceptance of the source language, even if it is not an official language in the country intended for the campaign. Moreover, if the business is sure that translation is needed, priorities have to be identified. It doesn’t make sense to translate all marketing collateral while entering the new market with just a product or two.

So, where to start? It all begins at the point of creating the source text. Businesses are increasingly aware nowadays of the concept of globalization. In context of the translation work, this concept revolves around giving more flexibility to the text and trying to free it from local cultural references, complex idiomatic expressions or even a public figure. There will of course be times where you are obliged to use references to local culture that contribute to product success, but always remember that you will be writing for the whole world, not only for people in your home country and culture. Think of the content to be created as a white board, allowing others to write easily on it. Don’t give translators a hard time about trying to adapt or localize your content to the target culture – lest the project end up a failure – or only a partial success!

(to be continued)