Articles and Stories

May 28, 2014

One of the most frequent questions we get when talking to a corporate client about translating their marketing or training or technical materials is “How do you ensure consistency?”.

For marketing purposes in particular, consistency is key to ensuring the brand messaging and recognition among customers. In order to ensure consistency, we use terminology management with the aid of computer software. With this software, we can keep track of each term that a company or client uses and it’s translation in almost any language.

Consistency of terminology is important when translating for technical content as well. Technical manuals have to be consistently translated across the board in order for employees and customers to have a clear understanding of the products that they are working with and so that the product is consistently produced and properly used. This also finally shows up with improved customer relations and company messaging.

From start to finish, if there is not consistency in the translation of terminology, there is no credibility in the product, the service, much less the translation company. We maintain a terminology base that helps us impose consistency throughout the translation process. This ensures that the words most closely associated with a customer brand are used consistently in their marketing messages.

Last but certainly not least is the important benefit of ensuring legal and regulatory consistency, which protects a company from legal battles. If a translation company does not ensure consistency, it is not offering the highest standard of customer service.