From the successes of Apple and IKEA, who have chosen universal product names that speak to consumers in the four corners of the world, to the failures of Pepsi and KFC, whose campaigns have shocked certain cultures by failing to adapt, all brands must take into consideration the cultural codes of the country they are targeting. This is what we call terminological consistency. To talk about this, Erwann, Project Manager at the professional translation agency SwissTranslate , shares his expertise with you.
Watch his video now, get inspired by best practices… and learn from the mistakes made by some of the biggest companies!
What should you do to ensure the success of your translation project?
Adapt communication to the cultural codes of the target audience
In a globalised world, it is essential for brands to adapt their message to the specific cultural characteristics of the target country. This principle, although simple in theory, requires a detailed understanding of local expectations in order to be correctly applied. Without this adaptation, the message risks losing its impact or, worse still, being badly perceived.
When you work with a professional translation agency that works with native speakers of your target language, you get a document that is perfectly adapted to your audience. All our experts translate into their mother tongue and are familiar with its codes and culture.
Don’t overestimate artificial intelligence in translation
AI is now widely integrated into translation tools, offering speed and automation. However, it remains an assistant and cannot guarantee essential terminological consistency on its own. Word-for-word translation, even at high speed, is not enough to convey common sense or respect the necessary cultural nuances.
Control terminological consistency to ensure quality
Consistency of terminology is a key element in avoiding misunderstandings, providing a smooth user experience and reinforcing the brand image. A messy translation can have costly consequences, particularly in the technical, legal and medical fields, where accuracy is crucial. In this video, Erwann, Project Manager at SwissTranslate, shares his tips for ensuring consistency and improving the overall quality of your multilingual content.
3 key tips for getting your translation project off to a good start
Create a customised glossary
The glossary is the cornerstone of your language project. It is a personalised list of all the key terms, product names, services or expressions specific to your company. This document ensures that every important word is translated consistently and in line with your brand identity. It is essential to work hand in hand with your language service provider to validate this glossary before starting the translation. This avoids errors and unnecessary variants and ensures clear communication, whatever the language.
Provide maximum context for your translators
Translation is more than just replacing words with their equivalents in another language. To ensure that your messages reflect your tone and style, your translators need context. Don’t hesitate to give them all the relevant material: website, sales brochures, previous translations, or even an example of the tone you want to reproduce. The more material they have, the more they’ll be able to get to grips with your world and deliver an appropriate translation that really speaks to your local audience.
Use terminology management and translation memory tools
To guarantee consistency and optimise turnaround times, we recommend using professional tools such as Trados. This software allows you to create translation memories, i.e. databases containing your validated translations. This means that when you start a new project, previously translated expressions are automatically recognised and reused. This reduces repetition, improves quality and saves valuable time. By combining these tools with a well-constructed glossary, you maximise your chances of achieving smooth, professional multilingual communication. At SwissTranslate, all our specialist translators will carry out your projects using this working method.