Brand Protection

We have all heard the expression ‘lost in translation’. It’s actually more common and widespread than you may think and often is completely unintentional. Prevention is simple and takes the form of just one word- 'application'.

More often than not just requesting a translation simply isn’t good enough. That is not to say a high duty of care or the correct translator being selected to translate is lacking, it’s the other bits which makes an otherwise ordinary translation a ‘great’ translation.

The creative or branding process for example has many parallels. You might get lucky but realistically you would not expect the agency at the initial concept to create the final masterpiece? There of course follows a process of refinement before the final product ticks the box. Well, translation is pretty much the same.

Most agencies will normally translate to quite a high standard. But does that fit the bill? If the request is ‘to translate’ then unquestionably the answer is yes. If however, the brief is to produce translation ready for an advertising campaign, then no. More work is needed.

In ‘geeky speak’ localising or for that matter globalising the translation (i.e. making sure your intended audience ‘gets it’) will then follow the translation stage, which will involve reworking text, even testing then independently reviewing against the brief for that perfect match.

Here’s the good news. Turning that ordinary translation into ‘a great translation’ won’t cost you millions. In fact the complete opposite. Working time into the overall production schedule to talk with the agency (or getting the agency to talk to you) before sending out the request will save you both money and mountains of time, stress and worry.

Not every request will require the same level of attention. There is room at every level and we are fully aware that most clients do not and will not appreciate the ‘sledgehammer’ approach, so we won’t.

Actually, does everyone from around the World know the ‘sledgehammer’ expression? Now there’s a thought.