Blog Translation

Why does my business need translation?

Annie Kenny

October 8th, 2020

So you want to enter a new market?

Using translations services is fundamental when taking a business international. It enables you to project your business in the right way to your chosen market. Whether it’s an advertising campaign, a legal contract or a website – there’s no room for error when it comes to translations. 

In order to enter a new market you will likely find that you need to translate existing documents for your new audiences. By doing so, you create a much closer relationship with prospective clients/consumers and increase your credibility. 

It can be all too tempting for companies to cut corners and use automated systems like Google translate, this isn't your school French homework - it didn’t fool anyone then and it doesn’t now. Whilst digital offerings like this are being improved, nothing compares to the authenticity and accuracy of a real human translator. Not every word has a direct translation into your chosen language, or the same meaning, so it’s important to sculpt your text into something that makes sense and is as effective in every tongue. 

Failure to sense check translations can cause serious problems for brands - if they are so unfortunate as to cause offence to a culture, it can be very detrimental. One such faux-pas was made by telecoms company, Orange when they launched their famous slogan in Ireland - you can read more about it in our blog post here

Cultural differences play a huge part in translating. It is a well-acknowledged fact that Americans for example, have a different sense of humour to the British – both speak the same language, but some things might not ‘translate’ from one audience to another. Some cultures expect formal address, such as Sir or Madam over more informal terms. This is why using a native translator is essential – they can pick up on phrases that might not have the same impact or meaning on a different consumer and highlight these to you to discuss an alternative.

At Jublo, we have a network of over 160 linguists across the globe; all highly-skilled and experienced at working in different industries. It is interesting to see how translations work in real-life: how a linguist in mainland Spain might translate something differently to someone in Latin America – because social cues, tone, or formality might differ from country to country – or even region to region. The complexity of language is incredible, and something that cannot be underestimated.

To find out more about how we can help your company take on international business, click here.

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Further reading

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