Image source: http://www.printsome.com/blog/2015/creativity-gone-wrong-when-brands-translate-and-fail/
When companies rely on in-house bilinguals for localization work it's often due to budget constraints or an inadequate understanding of the complexities of localization. Short cuts in this field generally lead to problems down the road. As a friend of mine once said, "never time to do things right, only time to do things twice."
Hiring a localization company to oversee and project manage your company's localization effort may look more expensive than tapping bilingual Joe in the cubicle down the hall, but going the professional route is likely to save you both time and money down the road, and you're less likely to damage your brand in the process. Here's why:
1. The localization company has been there and done that. We've taken lots of companies through the process. We know how to organize your project so that there is minimal need for re-work. We work with you from the start to set up a project glossary that defines important terms to ensure that they are translated the same every time. We factor in time for the editing and review process, and we can help you with all your marketing channels, from print, to website, to social media, to video.
2. We map out what needs to be converted. For example, we know when the Spanish speaking countries in which you are launching have dialects sufficiently different as to require their own project streams, preventing embarrassment down the road from translation mistakes.
3. Our professional linguists don't just translate, they transcreate. It's not adequate to translate word for word, because it's the context and nuance that matters. Professional linguists take what you have written and recreate it in the target language so that it truly means the same thing as the original.
4. Social Media is unforgiving. These days it takes seconds for posts to go viral. That means if you accidentally use the word embarazar when you meant avergonzar, your'e going to be in hot water. And, the whole world will know it instantly because you've just confused pregnant with embarrassed. It's happened before. In fact, the Parker Pen company claimed that Parker Pens "won't leak in your pocket and embarrass you." However they mistranslated it to "No te embarazará chorreándose en tu bolsillo", which means "Won't leak in your pocket and impregnate you."1 Imagine if that had been posted to Instagram!
5. Version control. If you take on the localization in-house, chances are you'll be farming it out to many different people potentially in many different locations, and that means that changes in the text may get lost across channels and languages. A localization firm will provide a dedicated project manager who's job is to keep those changes straight and make sure they flow through your entire project.
These are just a few of the reasons why it saves time and money in the long run to hire a localization firm to adapt your product and marketing materials for international markets. For more tips, read our Translation Insights. There are enough challenges to moving into international markets. Make sure your own materials don't become an obstacle to success.
1. Wikipedia: https://en.wikipedia.org/wiki/Embarazada