1. Good translations should read like original pieces of writing in the target language, not translations
This is particularly important when translating marketing texts, where good writing style is crucial.
2. Think international from the start
What works in one culture won’t necessarily work in another. Ask your translator for advice when writing texts destined for international publication. Make sure that your international marketing measures get off to the best start by avoiding culture-bound cliches when writing the source text.
3. Consistency is key
Successful branding relies on creating a consistent brand image that conveys the brand values. This consistency should continue, even when the brand is talking a foreign language. Any glossaries or corporate terminology resources that you can provide will help your translator to achieve this.
4. A good source text goes a long way
Make sure that your message is clear. Then there can be no confusion among your customers or when your translator comes to convey this message in a foreign language.
5. Proofreading is essential
The impact of a beautifully-designed and illustrated brochure can be ruined by typos or punctuation errors. They can create the impression of sloppiness and reflect badly on the company. Have your translator proofread the translation again once it has been typeset - before it goes to print. Just in case any errors have crept in.
Further reading:
Consistent branding in translation - advice for translation buyers
Translation buyer’s checklist - how to brief your translator
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{ 3 comments… read them below or add one }
Great tips - absolutely bang on! Thank you.
Good post!
I think it’s interesting to compare this common-sense approach to Simon Anholt’s take in “Another bites the grass”. Among other choice quotes, he says that “Translating [advertising] copy is like boiling lettuce. No matter how carefully you do it, the result is always disappointing.” We posted about this at http://blog.fxtrans.com/2009/03/another-one-bites-grass.html just today.
That’s an interesting quote, thanks for sharing. I would argue it is possible to translate advertising but that this kind of translation is translation, adaptation and copywriting all rolled into one and calls for a very close working relationship between the translator and the client. I plan to post on this subject soon so won’t go into detail now but watch this space!