Don't Get Lost in Translation

Phil Shawe, co-founder of TransPerfect Translations, Inc. looks at potential pitfalls when language is just part of the lay of the land.

In order to remain competitive in today’s global marketplace, companies must become adept at communicating with many different cultures. Whether your company is looking to reach ethnic markets in the US or international markets around the globe, don’t forget that old saying: You only get one chance to make a first impression. So, make sure you do it right the first time, and avoid these common pitfalls:

1. Utilizing Free Electronic Translation
Websites that offer free, instant translation are tempting, but resist the urge. Still in its infancy, electronic translation can’t replace a professional human translator. Take this recent gaffe: a group of Israeli journalists sparked an international incident when they used an online tool to translate a list of interview questions and inadvertently asked the Dutch Foreign Minister about his mother’s sleeping arrangements.

2. Leveraging In-House Resources with No Translation Training
You may be thinking, “That new fellow in accounting speaks Spanish. Why can’t he translate our materials?” To start, various dialects of a language can have completely separate meanings for the same word; make one small word-choice error and you may inadvertently offend your audience. What’s more, your materials may contain technical terminology that requires specialized education to translate properly. By utilizing qualified translators who understand regional dialects and have subject-matter expertise, you will ensure your message is completely accurate.

3. Not Adapting Your Brand to the Target Culture
Simply translating your English materials into the target language may not be effective. In some markets, you may need to adapt the content, imagery, or voice. Case in point: When an international cosmetics company wanted to introduce a new brand for teenagers worldwide, they decided to conduct cultural research in the target markets. They discovered that the branding message and imaging were considered “tame” in some European countries, on target in the US, and “inappropriate” for the Mideast. Armed with this information, the company was able to successfully adapt theirapproach for each geographic area. Bottom line: Don’t gamble with your brand message. Do it right the first time and every time by partnering with a certified professional translation company with extensive linguistic resources and international marketing savvy.