How do you define a quality translation?
It could be some
simple product directions that make sense in another language—something free of
grammatical errors. Maybe it’s a highly technical document that requires very
precise terminology in order to pass strict international regulations. Or perhaps
it’s a global ad campaign that evokes such strong emotion, it brings tears to
the eyes of viewers in France, China, and Brazil.
The definition of translation quality—and
its value—varies greatly depending on content type, end user, and business
goals. A quality translation to one person could look like a feeble attempt at
translation to another.
No one understands
your brand—or your business goals—better than you. So it’s important that your
quality expectations are communicated properly to your LSP at the start of the
translation process.
Here are some tips to help improve
communication, simplify review cycles, and ensure quality translations:
1. Provide your LSP with
examples of previous translations that meet your quality expectations (plus
examples of some that don’t).
2. Encourage in-country
reviewers and lead translators to establish working relationships (they may be
in the same locales).
3. Make sure that your
in-country reviewers fully understand corporate style guidelines and have
collaborated on the creation of approved glossaries.
4. Provide brand
guidelines to help translators and reviewers understand your brand identity and
voice.
5. Grant your LSP or
translator access to your staging server to review content in context—and to
your web apps for reviewing and testing UI text elements.
6. Supply quality source
content (it won’t improve in another language).
7. Give translators and
in-country reviewers a reasonable amount of time to complete their work.
8. Communicate regularly
with your LSP’s project manager.
9. Work toward a
long-term relationship with your provider: Quality improves the more familiar
they become with your business, content, and terminology.
10. Assign a point person
that your LSP can reach out to for questions and clarification.
High quality
translations—however they’re defined—enable you to achieve your business goals.
When your translations perform well in-market, you’re able to maintain a
consistent brand voice while communicating a message that resonates with local
audiences. Quality is key.