Translation Client Guidance_Part III
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This document provides guidance for businesses on how to effectively purchase translation services and select a suitable translation partner. It emphasizes the importance of understanding the target audience, maintaining brand integrity, and using a style guide to ensure consistent messaging. Additionally, it suggests appointing a designated person within the company to facilitate communication with translators and address any questions that arise during the translation process.
Translation Client Guidance_Part III
- 1. TRANSLATION CLIENT GUIDANCE How to Buy Translation and Select a Translation Partner for Your Business Part III
- 2. “ ” IF I AM SELLING TO YOU, I SPEAK YOUR LANGUAGE. IF I AM BUYING, DANN MÜSSEN SIE DEUTSCH SPRECHEN. Willy Brandt Olha Bodnar
- 3. By marketing your services or products in the native language of your prospective customers, you attract more customers, provide better service, and create long-term, profitable customer relationships. Olha Bodnar
- 4. FACTORS TO BE TAKEN INTO ACCOUNT TARGET AUDIENCE MESSAGE CONTEXTSTYLE TONE BRANDING Olha Bodnar
- 5. TARGET AUDIENCE OF A TRANSLATION Speak the language of your client! Olha Bodnar
- 6. DEFINE YOUR TARGET AUDIENCE Define your target audience (TA) of a translation and inform about it your translator. In such a way a translator will translate your document with your target audience in mind and o the translation will be aimed at your particular TA more effectively, o your business will be more successful, and o generate more ROI. Olha Bodnar
- 7. The translation client should be assured that translated text will be self-explanatory to the target audience, and that the company brand will not be damaged by vagueness and offensiveness. KNOW YOUR TARGET AUDIENCE Olha Bodnar
- 8. The translation client should tell its translator whether they prefer simple phrases or sophisticated language of translation. Furthermore, the client should inform the translator about • the style of translation (formal or informal) and • in what form the client wants to address the reader (directly or indirectly). Olha Bodnar
- 9. GLOBAL BRANDING Translator may play a critical role in defining a company's strategy for global branding. Being native speaker and knowing the mindset of people, that translator may alert a client if any marketing materials need to be revised or changed to avoid unintended, damaging or hilarious results. Olha Bodnar
- 10. YOU DON’T WANT YOUR BRAND TO BE LOST IN TRANSLATION. This is especially true for brand name translation. The translator will research your brand name on potential linguistic and cultural issues, and s/he will let you know what strategy is suited best. Olha Bodnar
- 11. BRAND TRANSLATION If your brand name doesn’t evoke any negative associations in the target language, that name can be transliterated (i.e. the original spelling will be reproduced) or just left like it is (e.g., in English). Though, if your brand name actually means something in the target language and it’s not what your brand is about (i.e. has negative connotations), then company and translator will have to adapt the brand name for that target country. Olha Bodnar
- 12. “ ” LEARN FROM THE MISTAKES OF OTHERS. YOU CAN’T LIVE LONG ENOUGH TO MAKE THEM ALL YOURSELF. Eleanor Roosevelt Here and here you can find list of brand marketing blunders. And here you can read about mistakes in translation of slogans. Olha Bodnar
- 13. STYLE Olha Bodnar Speak the language of your client!
- 14. STYLE GUIDE It's worthwhile for the translation client to have a specialized in-house style guide that could be used for writing original content and its translated version. Such guides ensure: a consistent message, adherence to the client's preferences, and increase in the overall quality and consistency. Olha Bodnar
- 15. If the translation client wants to have a consistent message throughout all of their content, both content creators and translators should rely on style guides to help unify their message. The style guide may be a recognized standard or a project-specific guide provided by the client. Olha Bodnar
- 16. The style guide should take target audience into account and may include general rules about tone and guidance for approaching proper names, products or functions, conventions for translating official names, recommended formats for numbers and measures. So, the message will be • accurate, • culturally sensitive, and • audience-appropriate. Olha Bodnar
- 17. STYLE GUIDE Those guides should include all the information that the client can anticipate that the translator will need to know and use, including • glossaries, • company policies, and • translational norms. The style guide should become an essential part of the translator’s reference materials. Olha Bodnar
- 18. DESIGNATED PERSON Speak the language of your client! Olha Bodnar
- 19. APPOINT A DESIGNATED PERSON The translation client should designate a person in the company who will handle questions from the translator. Answers to such questions are critical to the successful delivery of a quality translation for the target audience. Olha Bodnar
- 20. No one reads and examines the original text more attentively than the translator. During the translation process, such translator may identify the parts in a text that need clarification, spot sentences that have a double meaning, notice typos and suggest any other improvements that can be made to the text. This is another reason for the translation client to have a designated person who would handle questions from the translator. In addition, such remarks will allow the client to improve the original. Olha Bodnar
- 21. BENEFITS OF HAVING DESIGNATED PERSON IN YOUR COMPANY Quality translation Improved original Successful delivery Olha Bodnar
- 22. HELPING BUSINESSES REACH UKRAINIAN AND RUSSIAN TARGET GROUPS Olha Bodnar English into Russian and Ukrainian Native Freelance Translator +1(437)580-4427 olga.bodnar@bodnars.me olga-bodnar.branded.me www.linkedin.com/in/uatranslator
- 23. YOU DO YOUR PART. I DO MINE. TOGETHER WE ACHIEVE RESULTS! Interested to know more about How to Buy Translation? Watch my Translation Client Guidance on YouTube https://www.youtube.com/channel/UCDqbC0ZIHOUUn7UOD341F2Q I differentiate myself as being the translator with 'two centimeters wide and two meters deep‘ focus on your company. Let's go the extra mile together! Olha Bodnar
Editor's Notes
- #13: http://www.inc.com/geoffrey-james/the-20-worst-brand-translations-of-all-time.html http://www.11points.com/Travel/11_Brand_Names_With_Unfortunate_Foreign_Translations 3. https://termcoord.wordpress.com/2013/08/01/10-marketing-slogans-lost-in-translation/