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Challenges Behind Marketing Translation

Are you planning to take your business to a global level? Well, you have a lot of planning ahead. To reach global audiences, your work has to be multilingual and give out a strong message. There are a lot of challenges that come in the way and are often neglected but trust me, they leave a huge impact on your company’s overall image. The following are the problems that get in the way of marketing translation:

 

  • Target message: A company’s target message speaks the most for the brand. It is the only thing that can help the brand penetrate in the market if conveyed rightly. The problem may arise when they are translated. They may sometimes convey the wrong idea to the public and the audience starts questioning the brand. A professional translation agency can save the brand’s image by conveying the exact same message in every language.

 

  • The media: A translator must be well aware of the culture and sentiments of the people of the area in whose language the message is being translated. A phrase translated in another language may leave a negative impression on the public as the meaning might change. Ford lost its customers in Belgium because it used an improper message. It wanted to highlight the excellent manufacturing of the car by saying “Every car has a high-quality body.” However, when translated, the slogan read, “Every car has a high-quality corpse” – far from the image they were hoping to cite.

 

  • Legal concerns: In some countries, the product name and its labelling has to be translated in another language to abide by the law. For instance in Quebec, Canada every business name and sign has to be printed in French unless it is officially registered with IPO. Thus, every company has to make sure that the information labelled is apt and makes sense when read in another language.

 

  • Use of metaphors and idioms: businesses usually use linguistic devices such as metaphors and idioms for creating taglines or slogans. It may add to the attractiveness of the brand but becomes a challenge when translated. Those idioms may not make sense in another language. So, the brand has to come up with striking phrases in the second language too in order to retain the brand’s engagement.

 

  • Picture and video selection: Dolce & Gabbana shared a series of ads on social media in which a Chinese woman attempted to eat Italian food with chopsticks while a male voice gave her directions. The ad received a lot of denunciation and Chinese consumers threatened to boycott the brand. This example signifies that international expansion is not easy. Careful selection of media is highly important or your brand may lose its credibility within seconds.

 

Challenges always come with solutions. When businesses aware what not to do, here are the things they must do to avoid any miscommunication:

 

  • Transcreation and not translation: merely translating the words is never recommended. In most cases, the meanings differ and ultimately spoil the brand image. Every business must practice transcreation which means the message must be adopted in the other language with its intent, tone, style and context remaining intact.

 

  • Work review: It is a high recommended practice for every business to follow. The work translated must be reviewed twice or even thrice by different individuals to assure the meaning of the original message is preserved. Even a minor error can make a major impact. A little time invested in reviewing the task can save the company’s image forever.

 

  • Use universal symbols: one of the challenges mentioned above stated the use of phrases and idioms. A company who has a customer base in many countries must try to use universal symbols that every country uses and there is no space for objection. This reduces the threat to your brand image to a great extent.

 

  • No time or budget constraints: The money spent on translation marketing is an investment. Expert translators can prove very beneficial to the company by creating high quality translations that attract the potential customers. Even reiweing the task is required no matter how much time it takes. So, a company must devote fair time and money towards it.
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Establishing trust and credibility is crucial when doing business internationally. Translated legal documents demonstrate a commitment to understanding and respecting the legal frameworks of foreign markets. This can help businesses build strong relationships with international partners and clients, as it shows a willingness to communicate effectively and respect local laws and regulations. Benefits of Translating Legal Documents Translating legal documents offers numerous benefits for businesses expanding into global markets. Let's explore some of the key advantages: 1. Clear Communication and Avoidance of Misunderstandings Effective communication is crucial for any business transaction. Translating legal documents ensures that all parties involved have a clear understanding of the terms and conditions, rights, and obligations outlined in these documents. This eliminates any potential misunderstandings that could lead to legal disputes, saving businesses valuable time, resources, and potential damage to their reputation. 2. Compliance with Local Laws and Regulations Every country has its own set of laws and regulations governing business activities. Translating legal documents helps businesses understand and comply with these local requirements. By ensuring compliance, businesses can operate within the legal boundaries of foreign markets, avoiding costly penalties, and maintaining a positive reputation. 3. Establishment of Trust and Credibility Translated legal documents demonstrate a commitment to understanding and respecting the legal frameworks of foreign markets. This can help businesses build trust and credibility with international partners and clients. By showcasing a willingness to communicate effectively and adhere to local laws and regulations, businesses can establish strong relationships that are built on transparency and trust. 4. Protection of Intellectual Property For businesses involved in innovation and intellectual property, translating legal documents is crucial. Patents, trademarks, and copyrights are valuable assets that need protection in foreign markets. Translated documents ensure that these intellectual property rights are clearly defined and enforceable, safeguarding businesses from potential infringement and unauthorized use. 5. Increased Market Access and Business Opportunities Translating legal documents opens up new markets and business opportunities for businesses. By breaking down language barriers, businesses can effectively communicate their offerings to international audiences. This widens their customer base and allows them to tap into new markets, potentially leading to increased revenue and growth. 6. Enhanced Legal Security and Risk Management Accurate translations of legal documents provide businesses with legal security and risk management. By understanding the legal implications of contracts, agreements, and other legal documents, businesses can make informed decisions and mitigate potential risks. This reduces the chances of facing legal disputes or unforeseen complications in foreign markets. 7. Improved Efficiency and Time Savings Professional translation services ensure accurate and efficient translations of legal documents. This saves businesses valuable time and resources that would otherwise be spent on deciphering legal terms and conditions or rectifying misunderstandings. By outsourcing translation tasks to experts, businesses can focus on their core operations and maximize productivity. 8. Consistency and Brand Image Consistency is key when it comes to business operations and brand image. Translating legal documents ensures that there is consistency in the messaging and branding across different markets. This helps businesses maintain a strong and unified brand image, which is crucial for building trust and loyalty among customers and partners worldwide. Common Legal Documents that Require Translation Various legal documents require translation when doing business internationally. Here are some of the most common ones: 1.Contracts and Agreements Contracts and agreements are the backbone of business transactions. Whether it's sales contracts, employment agreements, or partnership agreements, translating these documents is essential to ensure that all parties involved have a clear understanding of their rights, obligations, and the terms and conditions outlined. 2. Intellectual Property Documents Protecting intellectual property is crucial for businesses involved in innovation and creativity. Translating patents, trademarks, and copyrights helps businesses safeguard their intellectual property rights in foreign markets. This ensures that their innovations and creations are protected and that they have a legal basis for enforcement if necessary. 3. Compliance Documents Compliance documents, such as regulatory filings, permits, and licenses, often need to be translated to ensure businesses adhere to local laws and regulations. This helps businesses operate legally and avoid penalties or legal consequences. 4. Litigation Documents In the event of legal disputes, translating litigation documents is crucial. This includes translating court pleadings, judgments, and legal opinions. Accurate translations ensure that all parties involved have a comprehensive understanding of the legal proceedings and can effectively present their case. 5. Corporate Governance Documents For businesses operating internationally, translating corporate governance documents is essential. This includes translating articles of incorporation, bylaws, and shareholder agreements. Translated documents allow businesses to establish and maintain proper corporate governance structures across different markets. Translation of legal documents also helps in avoiding misunderstandings, disputes, and potential legal issues that could arise due to language barriers. By investing in professional translation services, businesses can establish clear communication and build trust with their international partners and clients. Moreover, translating legal documents also demonstrates a commitment to compliance and adherence to local laws and regulations in different countries, which is vital for the success and reputation of any business operating globally.
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