As more companies move into the global market, translation of content is becoming increasingly important. With this embracing of different languages comes the added need for terminology to be multilingual to remove errors and misunderstandings. But how do you manage terminology translations without losing the efficiency and clarity of your business’ message?
We look at how to bring multilingual terminology to your new global website or ecommerce platform in an as pain-free manner as possible, ensuring your products or services stand out in a crowded marketplace.
Why is multilingual terminology vital?
As Shakespeare wrote "a rose by any other name would smell as sweet" so why are names or terminology so important? When it comes to your products or services, what they are called or known as is part of the brand message and must be suitable for the intended market.
The history of marketing and advertising is littered with the victims of poor translations or culturally inappropriate branding. A name is not just a name; it is a brand. It is what identifies you and sets you out from others. Taking care of your image by protecting your brand is one of the most important things a company can do.
To help you do this, we look at three ways to manage multilingual terminology in a more manageable and cost-effective manner.
Terminology directory
If you wish to remove ambiguity and ensure everyone is singing from the same song sheet, create a directory or database with all the terminology used by your company. Then, when it comes to translation, it is clear which terms are essential. Some can be translated, while others may have to stay in the product's native language.
The database can be easily shared on a global scale if your company has employees or service providers based in other countries who need to be compliant with your terminology. This directory saves time for staff and any translation services you employ. It provides transparency and clarity right from the get-go.
Get employees involved
By making a terminology database or directory open to edits by employees, it takes away the need for lengthy company discussions on what needs to be included. Adding the terms as they evolve or are added to the company website or platform helps the directory to grow with the company.
People working in different departments or even in different countries may have contributions that are not thought of when the initial database was created. Staff may also have different opinions on, or understanding of, what a term implies, particularly in their native language, and this information can be stored in the directory to help create a more comprehensive list of terms.
As well as adding to the database, employees should be encouraged to use it to ensure that any work that they are producing is in line with the language used in the directory.
Provide a process
Using a Standard Operating Procedure (SOP) document helps to create a process for staff to follow and having a process in place with regards to the use of multilingual terminology is a great way to ensure standards are met and maintained.
Terminology checks need to be completed before translations begin as it is less expensive to change source content than later during the translation process. They should be rechecked after to ensure they are all correct. It is also advised to add a terminology check facility on websites to speed up this process.
While checking source content or creating new content, terminology needs to be checked against the directory continually. Using the database as part of all business processes helps to establish a checks and balances-type system to protect from mistakes. It also highlights any difficulties staff may be having with translations or business processes in general.
If terminology in the native language is standardized and concise, translation to other languages is less troublesome. If a company has several terms for the same item, this can lead to confusion on conversion to different lingos.
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This compilation of terms must be shared with your translation service providers so that they can ensure the correct conversion to the various languages in which you hope to operate in on your new globally enabled platforms.
At Andovar, we are ready to provide you with translations based on your terminology and language needs. We have access to high-quality translators and multilingual content editors to help you bring your company to a global market. Contact us today to bring your websites to a whole new market and communicate effectively to a worldwide audience.
