translation client guidance_part iii
TRANSCRIPT
TRANSLATION CLIENT GUIDANCE
How to Buy Translation and Select a Translation Partner for
Your Business
Part III
“”
IF I AM SELLING TO YOU, I SPEAK YOUR LANGUAGE. IF I AM BUYING, DANN MÜSSEN SIE DEUTSCH SPRECHEN.
Willy Brandt
Olha Bodna
r
By marketing your services or products in the native language of your prospective
customers,you
attract more customers, provide better service,
and create long-term,
profitable customer relationships.
Olha Bodna
r
FACTORS TO BE TAKEN INTO ACCOUNT
TARGET AUDIENCE
MESSAGE
CONTEXTSTYLE
TONE BRANDINGOlha
Bodnar
TARGET AUDIENCE OF A TRANSLATION
Speak the language of your client!
Olha Bodna
r
DEFINE YOUR TARGET AUDIENCE
Define your target audience (TA) of a translation and inform about it your translator.
In such a way a translator will translate your document with your target audience in mind and o the translation will be aimed at your
particular TA more effectively,o your business will be more successful, and o generate more ROI. Olha
Bodnar
The translation client should be assured that translated text will be self-explanatory to the target audience, and that the company brand will not be damaged by vagueness and offensiveness.
KNOW YOUR TARGET AUDIENCE
Olha Bodna
r
The translation client should tell its translator whether they prefer simple phrases or sophisticated language of translation. Furthermore, the client should inform the translator about • the style of translation (formal or informal) and • in what form the client wants to address the
reader (directly or indirectly).
Olha Bodna
r
GLOBAL BRANDING
Translator may play a critical role in defining a company's strategy for global branding.
Being native speaker and knowing the mindset of people, that translator may alert a client if any marketing materials need to be revised or changed to avoid unintended, damaging or hilarious results.
Olha Bodna
r
YOU DON’T WANT YOUR BRAND TO BE LOST IN TRANSLATION.
This is especially true for brand name translation. The translator will research your brand name on potential linguistic and cultural issues, and s/he will let you know what strategy is suited best.
Olha Bodna
r
BRAND TRANSLATIONIf your brand name doesn’t evoke any negative associations in the target language, that name can be transliterated (i.e. the original spelling will be reproduced) or just left like it is (e.g., in English). Though, if your brand name actually means something in the target language and it’s not what your brand is about (i.e. has negative connotations), then company and translator will have to adapt the brand name for that target country.
Olha Bodna
r
“”
LEARN FROM THE MISTAKES OF OTHERS. YOU CAN’T LIVE LONG ENOUGH TO MAKE THEM ALL YOURSELF.
Eleanor Roosevelt
Here and here you can find list of brand marketing blunders.
And here you can read about mistakes in translation of slogans.Olha
Bodnar
STYLEOlha
Bodnar
Speak the language of your client!
STYLE GUIDEIt's worthwhile for the translation client to have a specialized in-house style guide that could be used for writing original content and its translated version.Such guides ensure: a consistent message, adherence to the client's preferences, and increase in the overall quality and
consistency.
Olha Bodna
r
If the translation client wants to have a consistent message throughout all of their content, both content creators and translators should rely on
style guides to help unify their message.
The style guide may be a recognized standard or a project-specific guide provided by the client.
Olha Bodna
r
The style guide should take target audience into account and may include general rules about tone and guidance for approaching proper names, products or functions, conventions for translating official names, recommended formats for numbers and measures.So, the message will be • accurate, • culturally sensitive, and • audience-appropriate.
Olha Bodna
r
STYLE GUIDEThose guides should include all the information that the client can anticipate that the translator will need to know and use, including • glossaries, • company policies, and • translational norms. The style guide should become an essential part of the translator’s reference materials.
Olha Bodna
r
DESIGNATED PERSON
Speak the language of your client!
Olha Bodna
r
APPOINT A DESIGNATED PERSON
The translation client should designate a person in the company who will handle questions from the translator.
Answers to such questions are critical to the successful delivery of a quality translation for the target audience.
Olha Bodna
r
No one reads and examines the original text more attentively than the translator. During the translation process, such translator may identify the parts in a text that need clarification, spot sentences that have a double meaning, notice typos and suggest any other improvements that can be made to the text. This is another reason for the translation client to have a designated person who would handle questions from the translator. In addition, such remarks will allow the client to improve the original.
Olha Bodna
r
BENEFITS OF HAVING DESIGNATED PERSON
IN YOUR COMPANY Quality translatio
n
Improved original
Successful delivery
Olha Bodna
r
HELPING BUSINESSES REACH UKRAINIAN AND RUSSIAN
TARGET GROUPS
Olha BodnarEnglish into Russian and Ukrainian Native Freelance
Translator+1(437)580-4427
www.linkedin.com/in/uatranslator
YOU DO YOUR PART. I DO MINE. TOGETHER WE ACHIEVE RESULTS!
Interested to know more about How to Buy Translation?Watch my Translation Client Guidance on YouTube https://www.youtube.com/channel/UCDqbC0ZIHOUUn7UOD341F2Q
I differentiate myself as being the translator with 'two centimeters wide and two meters deep‘ focus on your company.
Let's go the extra mile together!
Olha Bodna
r