Last updated on May 19th, 2023 at 05:06 pm
What is the role of a translation company in a globalized world? It is to bridge and improve multilingual communication. It’s more important than you may first think. While automation is growing rapidly, and it can be tempting to outsource your translation needs to artificial intelligence, the results might not work in the best interest of your company and clients.
The most convenient and accurate services still come from a professional translation services company with the resources and technology to tackle your translation project in a clever and appropriate way to not only translate but facilitate communication.
First, a point of clarification. The term translation company is the same as a translation agency and a language services provider. These terms are used interchangeably, and all mean the same thing: an organization that provides professional language translation services (and often interpretation services in a variety of languages for customers across the world. This is the act of translating content or copy in one language into another, in a way that the information in the new language is clear and compelling for its users.
The purpose of a translation services company is to ensure that communication between languages is accurate, professional, and runs smoothly. But it goes beyond word-to-word translating. A translation company has to complete activities associated with the translation process depending on the project, and those are:
After understanding the source copy and during the translation process, professional translators adapt the piece to facilitate creating a work that resonates with the target audience in the target language. This is called “transcreation” and ensures that you receive a piece that serves the intended purpose while connecting you with an audience in a different language, country, and/ or culture. This is often done in marketing and includes changes in the content. Examples are changes in examples, slogans, song lyrics, etc.
Part of the translation services process is its localization. Localization is the process of making a translation linguistically and culturally appropriate for a specific audience. It is a vital part of the process because different cultures exist even within the same language. A translation from English to Spanish is a general translation, while a localized Spanish translation takes into account where the product or marketing will be used; Spain, Mexico, or the Dominican Republic, for example. Localization also considers the measurement and weight systems, adapts address conventions to the local usage, adjusting the currency system to the specifics of that country or local.
Another part of the role of a language service company is internationalization. This process ensures a product, software, or marketing piece is designed to accommodate the translation process and things that can change with translation. The extensive Internationalization preparation will be a theme for another translation blog.
One aspect of internationalization is text expansion. Text expansion is a common result of translating, and not accommodating for expanding or shrinking text can throw a wrench in the works of even the most well-designed piece. Another rule among best practices in internationalization is to not “Hard code” a translatable text and avoid text on images.
So, what does this have to do with a globalized world? Companies are no longer beholden to state or country boundaries in doing business. A business based in China can target customers in Sweden, Brazil, or Canada. A company could have investors from another country or can have a diverse, multilingual workforce. Managing this complex communication and exchanges between languages and cultures requires planning and strategy to keep costs low and time spent efficiently. Working with an experienced translation agency guarantees that your team has the tools and strategy they need to succeed from the start, including localization and internationalization.
Having a thought global strategy in place also means that adding new languages to software or website is easy. Marketing pieces are accurate and culturally sensitive, and you don’t have to reinvent the wheel every time you add a new market.
Part of solving the puzzle is selecting the right partner at your side, with the team, resources, know-how, and technology to bridge the gap—a translation company with the services you need and selected professional translators with subject matter expertise.
The language industry is centered on providing multilingual communications in oral and written form via a host of solutions for translation and interpretation services. This is a growing and fragmented marketplace, so do your homework when looking for your partner for translation services.
While the role of a language service company is crucial, it can be hard to sort through all of your options. There are thousands of language service providers worldwide, and the rise in AI translation services means you have even more options. So how do you know that you’re working with a reputable and trustworthy translation company that will provide high-quality translation services?
Even the smallest of businesses can have an international audience, thanks to the wonderful world of the internet. Websites, marketing materials, and social media give you endless opportunities to reach new people around the world. But reaching new audiences in other countries or cultures requires the right language and the proper understanding of what is and isn’t appropriate.
Some industries need the assistance of a language services company more than others. These include:
The right professional translation company makes it easy for you to expand your reach and create messaging that resonates with every target audience. Even if you don’t know where to start, the professionalism and experience of a language service provider can illuminate the path that leads you to global growth. At JR Language Translation Services, we go the extra mile to exceed your expectations at affordable prices with workable turnaround times. Contact us for a translation or interpretation services quote today— we’d love to hear from you.