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What Happens When You Choose The Wrong Business Translation Service

Est. Reading Time: 2min
Category: Translate
Last Updated: April 6, 2021
By: Rana Hamodah

When taking your brand to international audiences, you need to be extra cautious of the Canadian translation services you avail for translating your work.


Brand image is how your business speaks for itself and it is built up by the way your company’s documents and advertisements get the message across. Different languages stand in the way of that. The obvious answer would be to hire a translator, but picking the wrong translation service would likely net you poorly translated text, and using that shoddy translation produces backlash for your company.


Here are some consequences of hiring the wrong business translation service:


Words may not be universally understood:

The area where you are taking your product to, carries a lot of importance. The words you use in your ad campaigns must mean the same universally. You must be aware of the meaning the text carries when translated in another language. It must not offend people’s sentiments in any way.


The audience of your target market must be well versed with your campaign’s meaning and should be able to connect with it. Thus before hiring a professional translator for your company, you should clearly examine the company’s goodwill and performance or it will bring your company down.


Your company might need rebranding:

If your company doesn’t pay necessary attention to the translated text, you might end up destroying your company’s image. Translating your product documentation for certain markets is highly different from translating text from one language to the next.


If the translated message lacks authenticity and is not in sync with the cultural specifications of the target market, there is no point in spreading the message. Rebranding is a time consuming and highly expensive process. Companies must be aware of it and proofread their translated works well before spreading it.


It could turn into a liability:

Your company should own the information it gives out. It actually strengthens the brand and adds to its goodwill. If you do not want your marketing advertisements turn into a liability rather than helping your company grow, it can become a huge failure.


A professional translator ensures that your text’s meaning is preserved while it is translated in another language. If the experts you hired do not serve this purpose, you might end in a poor situation.

About the author

Rana Hamodah

As a migrant to Canada, Rana understands the challenges newcomers face and how access to information can help ease the transition.

Her two Bachelors of Arts in Linguistics and Literature and Translation paired with her Masters in Education and her candidacy for a Ph.D. in Doctor of Education in Educational Leadership and Policy (EDD) at the university of British Columbia make her uniquely qualified in ethnocultural communications. She is a Commissioner for Oath and can administer oaths and take, receive, and attest affidavits, affirmations and declarations. Currently, she is also pursuing her Immigration Consultant Certificate.