Maybe you have bilingual people on your team. Whether they are native speakers or excelled in their language studies, they can do more than just get by.
And, your company is expanding into a region with that language.
So, that means they’re now responsible for translating your company’s user guides, marketing materials, and legal contracts, right?
Well, that’s probably not the best move for two reasons:
It takes years to build up an initial fluency level in a language. And, even if someone speaks another language natively, they still may not qualify as a translator. Translators take language training to the next level: they specialize in an area of the language and earn certifications. Specialties include law, mechanics, medicine, education, etc.
If you want a translation done well, you want to pay a professional.
Take these gaffs as examples:
The Tegro weight-loss pill launched in French-speaking regions without vetting the pill’s name. It sounds like “T’es gros,” or “You’re fat.” That’s not great marketing to say the least.
The Braniff Airlines’ “Fly in Leather” campaign for its leather first-class seats was literally translated. But, without a lot of attention to regional Spanish-language expressions. So, “Vuela en Cuero” just sounded too much like “Vuela en Cueros,” or “Fly Naked.” “En cueros” is a Mexican expression for being naked.
Obviously, the airline wasn’t trying to promote nudist flights.
Many people remember Ronald Regan’s “Ich bin ein Berliner,” or “I’m a Berliner doughnut.” (A berliner is a jelly-filled doughnut.) The correct translation would have been “Ich bin Berliner.”
Even small grammar mistakes can derail your broader message and distract your audience.
Working with professional translators and translation companies will help ensure you have lots of eyes on your translation so you can avoid blunders and put your best foot forward.
What about all of the bilingual people on your team? They’ll be able to assess the translation quality and be incredibly valuable when you review terminology lists because they’ve put in the hard work of learning a second language.
And, your company is expanding into a region with that language.
So, that means they’re now responsible for translating your company’s user guides, marketing materials, and legal contracts, right?
Well, that’s probably not the best move for two reasons:
- 1) You hired them to a specific role at your company, and they need to maintain those responsibilities. Adding translation to those affects their ability to do their job. Perhaps it makes sense for them to oversee translation as a project manager or marketing director, but it doesn’t make sense for them to do the translation itself.
- 2) As good as their language skills are, they may use the language differently from native speakers. Further, they may miss cultural nuances a native speaker wouldn’t. Missing cultural nuances becomes even more likely if you studied abroad in France and your company is expanding to Canada.
It takes years to build up an initial fluency level in a language. And, even if someone speaks another language natively, they still may not qualify as a translator. Translators take language training to the next level: they specialize in an area of the language and earn certifications. Specialties include law, mechanics, medicine, education, etc.
If you want a translation done well, you want to pay a professional.
Take these gaffs as examples:
The Tegro weight-loss pill launched in French-speaking regions without vetting the pill’s name. It sounds like “T’es gros,” or “You’re fat.” That’s not great marketing to say the least.
The Braniff Airlines’ “Fly in Leather” campaign for its leather first-class seats was literally translated. But, without a lot of attention to regional Spanish-language expressions. So, “Vuela en Cuero” just sounded too much like “Vuela en Cueros,” or “Fly Naked.” “En cueros” is a Mexican expression for being naked.
Obviously, the airline wasn’t trying to promote nudist flights.
Many people remember Ronald Regan’s “Ich bin ein Berliner,” or “I’m a Berliner doughnut.” (A berliner is a jelly-filled doughnut.) The correct translation would have been “Ich bin Berliner.”
Even small grammar mistakes can derail your broader message and distract your audience.
Working with professional translators and translation companies will help ensure you have lots of eyes on your translation so you can avoid blunders and put your best foot forward.
What about all of the bilingual people on your team? They’ll be able to assess the translation quality and be incredibly valuable when you review terminology lists because they’ve put in the hard work of learning a second language.
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