Did you know that when KFC launched its ‘finger-lickin good’ campaign in China, the Chinese mistranslated it as ‘eat your fingers off’? While the story is a well-known marketing legend, the core problem lies in the way the people translated the words and the confusion that followed.
Expanding a business globally offers a lot of opportunities, but it comes with a lot of challenges. One of the major challenges they face is translating their business offerings. This is a common problem for all businesses, and is not restricted to startups.
Translation is not about converting a word from one language to another; it is also about understanding the cultural nuances.
This blog will discuss the top seven translation mistakes businesses make and the ways to avoid them.
Relying on Machine Translation Only
The easiest way to translate words from one language to another is by using machines. You can simply put the word or phrase and ask the machine to translate. While this is a quick way, businesses using such mediums often end up struggling. The reason is that machines do not understand the context, nuance or culture, leading to awkward or inaccurate phrases.
Solution: It is crucial to hire a native translator for proofreading and editing before releasing it. A native translator will understand the context and will ensure to translate the phrases in a way that it is fit for the country or region you are targeting.
Not Considering Cultural Nuances
A word-for-word translation cannot be a winning formula for companies. They need to understand the cultural nuances. They fail to understand that there’s no guarantee that a campaign that worked in one country will yield the same results in another. For example, Procter and Gamble’s strategy of delivering baby picture packaging was appropriate in Western countries, but failed in Japan. The Japanese folklore had giant peaches delivering a baby.
Solution: Availing Australian translation services is the best way to go forward. They will not only translate but will also localise the words to make them market fit and yield better results.
Poorly Prepared Source Text
Unclear, grammatically incorrect source text can lead to mistranslations. Further, this leads to delays, confusion and endless questions from the translator. You will end up losing money on translations because the final product will be full of errors.
Solution: Like you hire a professional translator, hire another professional who can understand and create the source text properly to expedite the process. That will help the translator understand your core message and provide perfect results.
Not Using a Consistent Style Guide or Terminology
Not using a consistent style guide confuses the translator. They might end up using different terms for the same word, thus disturbing the entire workflow. While the meaning will remain the same, the customers can end up getting confused with the product, resulting in the business being looked at as disorganised and unprofessional.
Solution: The solution lies in the problem itself: create a consistent style guide. Make a note of the terms and how they should be used. It helps the translator understand and stay consistent throughout the process.
Skipping the Professional Review and Proofreading
Businesses often skip the step of professional review and proofreading. The problem lies in understanding a simple fact that even the best can make mistakes. You need to understand what a minor mistake can cost. Your entire investment depends on how well the message is perceived by the country or region you are expanding to.
Solution: The solution is not to ignore the slightest possibilities of mistakes in the translated version and getting a professional review and proofreading done before going all out. For example, individuals often hire certified professionals for NAATI accredited translation to ensure that the documents are perfectly translated and are accepted by the authorities.
Overlooking Design and Formatting
One of the major mistakes businesses make is assuming that the translated text will fit in the same space as the original text. Some languages are longer, while some are shorter. If you make the mistake of going ahead with a ‘one-size-fits all’ approach, you will face a lot of problems.
Solution: Hire a translation service provider that offers multilingual desktop publishing (DTP) services. Plan for text expansion or contraction as and when needed. Ask a native reviewer to review the page before the final publishing.
Treating Translation as a Last-Minute Afterthought
Rushing through the translation process is one of the biggest mistakes businesses make. It results in immense pressure on the translators, more errors and a lot of expenses. Further, the last-minute translation will also not let you plan properly. The long-term approach to global content will suffer eventually.
Solution: Make sure to include the need for translation from the beginning. That way, you will be able to delegate tasks with time in hand and review them properly. Stay connected with a translation service provider. This will make them well-versed in the business’s functions and deliver accurate results.
Putting It All into Practice,
Going global is more than just changing the words. You need a proper plan, cultural and contextual understanding to ensure your business fares well internationally. Considering how the big guns suffered due to incorrect translation, there’s no second thought about putting all the above points into practice.
Consider availing professional services and keeping in touch with them to get the necessary assistance whenever needed. Take the first step to creating a global brand with accurate translation.