With the ongoing globalization, international business expansion has never been easier.
In the digital world, we're all living; you don't even have to open a new subsidiary anymore. All you need is an internet connection.
It's understandable then that more and more businesses are deciding to go international. But, expansion won’t be successful, especially if you forget about one of the crucial factors. Efficient translation.
Many businesses fail to understand that factor. Sometimes even globally, popular brands forget about it. But is translation really that important? It is, and that's why you need a professional translator if you want to develop your business internationally.
Translation can make your business succeed, but it can also make it fail tremendously. Many entrepreneurs and brands forget about it when launching a new product or marketing campaign in another country.
You may think that it won't cost you much, but it would be a mistake to think that way. Brands lost millions of dollars and brought a significant harm to their reputation just by misinterpretation of words or lousy translation.
Does the name Pepsi ring a bell to you? Probably yes, it's one of the biggest brands in the world. Did you know that when they launched a new marketing campaign in China back in 2011, they made one silly mistake that cost them millions?
Their campaign slogan, "Come alive! You're in the Pepsi generation", in Chinese meant "Pepsi brings your ancestors back from the grave." Not only it didn't sound right. It offended many Chinese people as well. Why? Because ancestors are very respected in Chinese culture.
Of course, Pepsi is just one example. Many more brands hurt themselves by such mistakes. By making sure your translation is top-quality and makes sense in other countries and cultures, you'll spare yourself much trouble and potential losses.
Now that you know what harm can wrong translation do to your business, let's find out more about what you should and shouldn't do when it comes to translating. Keep in mind that it's your business we're talking about, and you don't want it to fail.
So, the first thing you need to do is choosing the right translators. Many companies specialize in translation services but picking the one that suits your needs may be challenging.
You have to make sure that the specialists you choose are reliable and reputable, like the ones from architekst.com. Also, think about what your company needs in terms of translation.
Secondly, gain knowledge about the culture of the country or region you want to enter. Remember that the culture is strongly connected with the language, so make sure your brand's name, slogan, or logo don't mean something funny or offensive in another country.
Understanding the cultural differences is the key to make sure your company succeeds internationally. And yet, so many entrepreneurs forget about that. Don't be one of them.
Thirdly, never, ever use translation machines. Things like Google Translator are not your friend in the business. They often translate your words into something completely ridiculous. Also, they'll make you sound robotic and unnatural, even the more advanced ones.
Stick to the human translators. Their services are more expensive than apps but are the guarantee of a successful international business campaign.
Okay, so you know why you should choose professionals to translate for your campaigns, and what you should consider when developing international expansion. But what exactly are the benefits of hiring a translation specialist?
With high-quality translation, your company will gain respect and reliability on the international market. Also, more people are likely to buy from shops or websites where the information is given in their native language.
Also, don't forget to translate the content on your website. The right translation is a guarantee that more internet users will visit your site.
Keep in mind that you won't be able to translate efficiently all by yourself. Professional translators are skilled in translating the words correctly, knowing the context to put them it and to avoid phrases that sound odd and silly to the native speaker.
Investing in a professional translator's services is the key to ensure that your business is going to succeed in the international market. They pay attention to details you may oversee, and in result, may cost you money and reputation.
Many brands, even the global ones, learned how important it is to make sure that their translations are top-quality. Some of them are still recovering from the blunder they made a few years ago.
So, if you don't want to make the same mistakes, choose the reputable and reliable translators who will help you expand your business.
Keep in mind that sometimes one word can decide whether your business succeeds or fails.