Translation is currently a key aspect in the process of internationalization of a company. In order to be successful when offering our products or services in other parts of the world, as well as to open ourselves to foreign markets, a proper approach to the client and the country in the appropriate language is essential.
What documentation is usually translated?
The process of internationalization generally begins by making us known in the foreign market that interests us. For this, companies usually resort to trade fairs or conventions related to trade or focused on their business scope, where it is convenient to present advertising, brochures, catalogs, instructions and guarantees in the language of each market . As Antonio Paiso, marketing and internationalization consultant, affirms, this factor will not only help the client to understand the information, but it will also imply that the company is committed to that market ” in a credible, interested and long-term manner “. The advertising translation, necessary in this phase, is often underestimated when considered less technical or specialized. However, the combination of specialized vocabulary, style or advertising writing makes it a demanding task.
After the establishment of the first ties, it is time for the first orders, and it will be necessary to translate the material that accompanies our product (eg packaging, labels, documentation, manuals, etc.) to be able to sell to our new customers. Generally, these translations will be technical or specialized. In this section, a large amount of documentation is usually generated that requires documentary and terminological control, if possible, from the beginning.
It will be necessary to translate the material that accompanies our product
For the sale and distribution of our product in foreign markets, it will be necessary to appoint distributors, representatives or agents and formalize the corresponding contracts, so that the need for legal translations will arise. Perhaps, the company decides after a certain period or even from the beginning to establish its own subsidiary in the country in question, or participate in a local company, carry out a joint venture or opt for a franchise system. In this case, you will need not only legal translations, but also economic-financial translations of the documentation that is generated during this process, that is, financial information, annual accounts, certificates, deeds, powers of attorney, and all the necessary documents for official procedures.
The third big information block that you should consider translating is the website. This, unlike the previous materials, it is not necessary to translate it at a specific time, but it would be more of a decision of the company itself. The web is considered a great advertising agent, so an early translation could help the dissemination of our services and products. Although, if preferred, it can be reserved for when the first contacts have already been established and the occasional export has become regular, so that it ensures that the investment provides benefits. However, we must bear in mind that digital marketing is increasingly important to obtain a better position in international markets, and that its translation can open many doors for us.
Digital marketing is increasingly important to obtain a better position in international markets
How important is the linguistic factor?
The linguistic factor within the corporate image is very important. To obtain good business results it is crucial to take into account two elements related to linguistics and, therefore, translation. In the first place, the message that a company wants to contribute in its presentation or advertising must be taken care of to the maximum so that it can be effective. Therefore, rarely will a word-for-word translation get a good effect in another country. Second, having your own terminology is part of the creation of the corporate image. Companies from the same sector, such as Windows and Macintosh or WordPress and Blogger, use very different terminologies to differentiate themselves from the competition and stand out in their field.
Having your own terminology is part of the creation of the corporate image
How to organize our multilingual documentation?
Managing a multilingual corporate image correctly and ensuring terminological and linguistic coherence is complicated if we resort to different translators or translation providers, as each of them will apply their own criteria and it will be more difficult to ensure compliance with the requirements set by the company. Also, it must be taken into account that internationalization is a continuous process.
First of all, it is advisable to have in the company a department or person in charge who centrally manages the corporate documentation and its translation. If this aspect is not centralized, each department may turn to a different translation agency and produce non-homogeneous or even duplicate translations with little cost efficiency.
The current translation technologies, with the help of databases (also called translation memories ), allow the reuse of texts already translated to save costs and ensure that terminological coherence that differentiates your company. Therefore, it is recommended to use a single translation company, at least for each language, to get the most out of these technologies.
“The current translation technologies, with the help of databases, allow the reuse of texts already translated to save costs and ensure this terminological coherence”
Some companies may prefer to outsource all translation and content review work; others may prefer to involve their affiliates abroad to conduct the reviews. In cases like the latter, you can have joint editing programs or services in the cloud, where the company can make any correction it deems necessary and the translation provider update its databases to ensure that they remain in future projects.
In YBD we have been accompanying our clients in their internationalization for almost a decade and we know the difficulties of an efficient organization of multilingual documentation, one of the challenges in this process. We offer a personalized service to each one of our clients and we offer all our support and advice so that the adventure of the exit to the outside of your company is a satisfactory experience.