Lost in Translation?

Business Insights
07/08/2017


If you’re doing business internationally, the ability to communicate with your target audience in their native language is critical to your success.

Not only does it help to promote your marketing message and convey a professional corporate image, there’s often a legal requirement to provide product information, such as operating instructions or safety information, in the local language.


Export Importance

Many companies turn to the language supremos at Orange Translations UK to ensure their vital texts and documents speak to people from all corners of the world.

Company founder Martin Heimann says translations should be an integral part of any international marketing communications strategy

“Translation is a professional service that requires language skill and subject matter expertise.

“If you’re doing business where English is not the main language you will need experts like ours to communicate with customers and prospects, translate product documentation, such as technical manuals, and execute legal transactions.”


How to start professional translation?

The task can be a cultural and costly minefield, but Martin has plenty of advice to help companies navigate the challenges of controlling the budget while ensuring their foreign language content supports their strategic goals, avoids embarrassment and eschews legal trouble.

Start, he suggests, by preparing your English source content. Translation services are charged by the word, so fewer words, lower costs - especially if you need more than just one language

Next, consider what you need to translate. 

Your entire website or only core pages? 

Is it useful to create condensed versions of your product manuals or brochures targeted to your overseas markets? 

Can word count be reduced by using drawings or pictograms?


Find efficiencies

If you have a lot of product documentation, for example you sell different machine types that share certain characteristics, are you using identical texts to describe identical features? 

A content management system could help if you have product documentation that overlaps or is repetitive, Martin suggests.

Create a glossary of terms containing anything that needs to be thoroughly understood and translated the same way every time. This will help to produce consistent translations over time.

Make sure your texts are as final as they can be when submitted for translation. Modifications or re-writes can cost extra.


Call in the experts

Then call in the experts. Martin advises seeking a company with experience in your industry and the languages you need:

“Ask for references.

“Ensure they adhere to industry standards such as the European Quality Standard EN 15038 and that their translators are native speakers.”


Of course, Orange Translations does exactly that, following the European Language Industry Association’s (ELIA) Code of Professional Conduct and Business Practices.

Martin founded the company in 2006 and its Bristol office is one of six around the world using expert native speakers in over 100 countries.

“We have translators specialising in technical, legal, finance, marketing and many other fields,” he says. “We are here to help you connect with the world.”

To find out more about Orange Translations, visit www.orangetranslations.com/home.html