Clear, consistent content is vital to making your business understood overseas
Whether you’re a seasoned exporter or are investigating new export opportunities for your business, you’ll have a good idea of the huge investment in time, effort and resources which is required for export success.
Your priority will be to get your product or service to market, and it’s a fact of life that procurement of translation is often left to the last minute. In this article we’d like to demonstrate to you how building translation into the early planning stages of your export campaigns can pay dividends.
The internet, mobile connectivity and social media mean that now more than ever before customers, be they B2B or B2C, are buying goods and services within the context of a connected world. Buying decisions made in isolation of wider and constantly changing sector, economic or social contexts are a thing of the past. This means that increasingly any product or service offer has to be supported with professional technical, marketing or other contextual content.
As examples of this, exporters need their technical documentation to be easily assimilated, their marketing content to be compelling, and their website to be interesting and easy to read. Human resources departments on the other hand need sensitive localisation of policies & procedures in line with local legislation, corporate guidelines and house style. After all an international expansion strategy or company restructuring could easily be undermined by insensitive internal communication.
In non English-speaking markets, all of the above can be achieved by working with a reliable and professional translation partner. So how can really good translation help build your export success? Firstly, clear and accurate foreign-language branding and content will motivate foreign customers to buy from you, and overall brand integrity and reputation will also be enhanced. Secondly, consistent and harmonised messaging helps to convey and reinforce your company’s values and ethos. Finally, corporate and operational risk through poor quality communication and misunderstanding is eliminated.
The following components are key to a successful translation project, and show how AST can make the process of internationalising outward-facing and internal communications simpler, more professional and more cost-effective:
Rigorous selection of translators
AST’s ISO9001 certified and ISO17100 compliant processes mean that the company has approved sector-specialist translators whatever the language and deadline requirements, with experienced proofreaders to give the text precision and fluency to really focus the reader’s attention.
Translation memory technology
Client-facing materials often contain sections which stay the same and sections which need periodic updates. Similarly company websites and technical data or manuals can contain identical paragraphs and sections. Translation Memory technology is used in this situation to identify duplicate and legacy text. The duplicates are logged and reused – leading to reduced turnaround times and resulting cost savings – with company wordings for products, processes, titles & descriptions translated consistently.
The key words used to describe your company’s products, services and processes support your brand and identity. This is equally true in your foreign language communications. Unfortunately, once translated it is often easy to lose control of key terms, leading to uncertainty as to whether the translations are having the desired impact.
AST’s terminology management prevents this. Glossaries are maintained in multiple languages and client terminology is checked in each language by industry sector experts. As the glossary grows it can be reused with each new project, so client content is always on-message and brand integrity consistent.
So there’s really no need for you to leave the “softer” aspects of your export campaign to chance. Using a professional translation company like AST provides a guarantee that your international content will be clear, consistent and effective. Whatever the language.