In business, as in life, the first impression counts the most. A company’s image is a key element of its business strategy. This is why marketers spend so much time building and maintaining a positive brand image. So, what do translation errors have to do with a company’s image? When a company operates internationally or collaborates with foreign partners, its reputation is affected not only by messages in its native language but also by those translated. How can you avoid translation errors and minimize their negative impact on your company’s image? You will find the answers in this article.
Why Are Accurate Translations So Important for Companies Operating Internationally?
To begin with, let’s look at three key areas that are affected by the quality of translations:
1. Messages Directed to Potential Customers
We are talking about marketing communications directed to customers through public channels such as:
- The company’s website
- Social media
- Advertising campaigns on web portals, in the press, and on television, etc.
2. Internal Communication with Business Partners
This includes internal materials, quotations, commercial offers, as well as official communication and correspondence with business partners.
3. Legal and Technical Documentation
This refers to various types of agreements, legal documents governing the scope of cooperation, or technical documentation describing the operation of products.
These areas are among the most important aspects of a company’s operations. Thus, we can see that translation errors can affect the acquisition and retention of customers, the building of relationships with business partners, and the overall development of business. Additionally, accurate translation is also crucial for regulatory and legal compliance.
Effects of Translation Errors
Marketing Translation Errors: Misunderstanding Cultural Context and Inadequate Localization
Perhaps the most well-known story of mistranslation is when KFC translated its slogan “Finger Lickin’ Good” as “Eat your fingers.” While this anecdote’s exact details are often debated, it highlights how translation errors can lead to embarrassing and costly mistakes.
“But so what?” one might ask. After all, KFC eventually corrected its mistake and continued to operate successfully in China. Yes, but KFC is a global brand that already had an established position and financial strength to recover from such blunders. Smaller or less-known brands might not be so fortunate. They could face severe consequences, from having to start a new campaign from scratch to undergoing a complete rebranding—both of which are costly.
It’s also important to remember that nothing is ever lost on the world wide web. If the KFC mishap had occurred today, it would likely remain online indefinitely, potentially damaging the brand’s reputation further. For a lesser-known brand, such an incident gaining publicity on social media could be disastrous. Imagine customers searching for a company only to find articles about its controversial marketing campaign. This could discourage potential customers and tarnish the company’s image.
Translation Errors in Marketing Materials and Company Documents
Fortunately, the likelihood of a spectacular mishap like KFC’s is low. However, smaller translation errors in marketing materials or company documents can still have a negative impact. Errors on a company’s website or other materials can give the impression of sloppiness and lack of professionalism, causing potential customers to distrust the company. For instance, a website asking for sensitive data, like a credit card number, with an error in the form can raise doubts and discourage users from providing their information.
Moreover, translation errors can lead to misunderstandings or conflicts with business partners, making the company appear unserious and unprofessional. This can result in the termination of cooperation and a negative word-of-mouth reputation, which is particularly damaging in the B2B segment.
Negative Consequences of Mistranslation
In summary, the most important negative consequences of translation errors include:
- Loss of potential customers at the initial stages of the marketing funnel, i.e., building awareness and consideration.
- Loss of potential customers at the stage of comparing offers.
- Permanent association of the company with being unprofessional and unreliable.
- Financial and legal consequences resulting from contractual errors.
How to Avoid Translation Errors and Ensure a Positive Image of the Company
Choosing a Professional Translation Agency
The key step is to choose the right translation service provider. What should you pay attention to during the selection process to avoid translation errors?
First, decide whether to choose a translation agency or a freelance translator. With a freelance translator, quality control will be your responsibility. A professional agency, on the other hand, should have quality control procedures in place to ensure that the translations meet certain standards. Ideally, these procedures should comply with international standards like ISO 17100 and ISO 18587. Any translation service should also include verification of the translation by a second professional.
The translation agency should also have experience in the relevant industry and work with translators who specialize in the field. It’s also worth noting whether the translation agency has an insurance policy to cover the consequences in case of any errors.
Proper Communication
The second key preventive measure against translation errors is good communication between the company and the translation provider. The most important step in this communication is to provide as much useful information as possible regarding the translation project. This may include:
- Previous correct translations.
- Glossaries or terminology preferences.
- Style guides, tone of voice, or other brand and communication style guidelines.
- Other previously published materials related to the product or project, such as press materials and official publications.
Additionally, it is a good idea to ensure that there is a contact person at the company who can quickly and thoroughly answer the translation agency’s questions if necessary. Accurate project guidelines and regular, clear communication help avoid translation errors and positively affect the quality of the translation.
Avoiding Translation Errors is Essential for a Positive Corporate Image
Translation errors can negatively affect a company’s reputation in the international market, hindering communication with customers and partners, and impacting the legal aspects of the business. Precision and consideration of cultural context in translations are essential for maintaining a professional brand image. Choosing a professional translation service, such as Bireta Professional Translations, ensures that every detail of the translation is handled meticulously, which is crucial for maintaining a positive company image and achieving success in the international arena.
By opting for professional translators, companies can effectively communicate with their customers and business partners, avoiding misunderstandings and building lasting relationships. Ensuring accurate translations is not just about avoiding errors—it’s about preserving the integrity of your brand and fostering trust in your global audience.