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How translation and localisation help to achieve international branding

By: Steve Brown

With the advent of cutting-edge technologies it is no longer difficult to target the world market. Apart from increasing profits, a worldwide consumer base helps you achieve international branding too. Web technologies and latest advancements in telecommunications have paved the path to the global market; however, the language barrier is still there.

To reach to the common people of a specific territory, you need to speak in their language. So if you want to expand your business to foreign countries you should use prevailing vernacular languages while showcasing your products or services. Now, as a businessman or marketing manager, you may not know the native language of a distant territory. What you can do is appoint a linguist to translate the manuals, brochures, leaflets and all associated copies to comply with local cultural, social and linguistic standards. This is what we call Localisation.

Translation in a real life scenario:
Assume that you need to translate your product brochure from English to Spanish. Now, learning the Spanish language may be difficult for you to find time to learn. Getting help from an expert English to Spanish translator-http://www.todaytranslations.com/index.asp-Q-Page-E-Spanish-Translation--91646540 can be of great assistance. Needless to say that the high quality translation process requires intensive human involvement; otherwise I would have suggested you could use any of the online translation tools that offer blunt word to word translations. A Spanish translation tool can never perform an accurate translation like an experienced Spanish translator would, because such a tool cannot integrate localisation with translation.

Multilingual translators and editors are the best people to translate the idioms, proverbs, neologies of the original text into a local dialect. An English word may not have a complementary term in Spanish or Chinese language. Only an expert Chinese translator, who knows English, can go closest to the original intent. Similarly, an expert in both English and Spanish can only be good at an English to Spanish translation.

Proofreading as a part of Translation:
An important part of Translation or Localisation is proofreading. Getting the translated copy checked by different editors minimises errors. Some translation and localization service providers offer proofreading as an integrated part of their service. It is a good idea to inquire if the translation company you are dealing with would proofread your copy or not. Otherwise, you need to look for a proofreader who knows multiple languages.

Documents that need translation and localisation:
Localisation or Translation can be applied to both online and offline documents. The help file embedded with software, user manuals sent out with technical products and gadgets, the text that appears on the product wrappers – all need to be translated, rather localised before you start business in the new region. The translation should be done by expert linguists because if the translated text does not meet local language standards, you may end up losing business to local competitors.

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