Commercial translation is a blend of technology, skill and intuitive art.
Accurate transfer of content, with target language flavor, delivered at desired speed and in desired format makes the customer delighted.
Translation means transfer of the content from one language to another. In business, content is crucial in communication. This communication can be any content – your website pages, marketing collateral, machine manual or product instructions, social media messages, patents, corporate AVs, mobile application, various forms, consent letters, packing lists, emailers, IVR, youtube videos, agreements and other communications.
Translation is required when the language of communicator is different from the receiver of communication. A business may be spread over a large geography. It may have production or operation facilities at various locations. It may have distribution network well spread. It may have a global consumer base. In all these scenarios, it becomes beneficial to speak the language of the receiver of communication. The message is understood well, there is better chance of expected response and it instantly creates comfort in the mind of a reader.
Good translation is the one that tells your story in different language. The exact message, the focus of your message, the position of sender and receiver, the untold part of the story, emotional weightage, tone of the message are all kept in tact. Only the language is changed.
Good translation is when there is no leakage of meaning in the process, and the translation is `as if written in the target language’.
Language, and hence translation is always contextual. Communication is done with humans, appealing their emotions, judgement, desires and ambitions. The factual information is also in a frame of reference. Language and hence translation is meant for the humans, by the humans.
Translation is never of words, but it is of meaning. Humans read beyond words and transform the ‘meaning’ and ‘effect’ in the target language. At TranslationPanacea, translation is done by humans.
At TranslationPanacea, the work is assigned to such translators who are not only masters of the language pair, but have the domain background as well. With the use of right tools like subject glossary developed by our own team, and stringent QC process, accuracy and consistency is maintained even for large and complex documents. Moreover, every translation goes through 2 layers of QC – one is line by line editing and the second is independent reading. One more layer of reverse translation is added where necessary, so what you get is the accurate, tested, ready to use content is the target language!
We care for the fact that the client may or may not be in a position to check, verify the accuracy of the translation. We take complete responsibility of the translation quality. That is why we invest so much in continuous training of translators, inbuilt QC process and – going beyond the translation – formatting of the document. A job may be a simple certificate, or a marketing report, or a marketing creative, email template, webpage or anything. We make it a point to deliver the document well formatted, so that it is ‘good to go’ at the client end. Where the text is to be placed in a creative graphic, we deliver in columner format, where the artist at the client end can easily make it out which part of the original text is to be replaced by which corresponding part.
A small analysis is done before the actual translation starts. Our team understands the purpose, the context and the target reader profile. The sentence styling, choice of words, complexity of language changes with 3 things:
Purpose – information, prompting action, application, explaining something and others
Reader or user profile – small children, rural women, highly educated scholars, bankers, government agencies
Application of the content – whether it will be read, or heard, or seen on screen, or used for any particular action; whether it will be used at the time of crisis and the like.
Mobile or web Applications – apps – are a norm for customer acquisition, service and engagement. With the internet penetration in every city and village and to all strata of society, apps are used widely across customer persona. That is why, having your app in various languages increases its acceptance and utility multifold.
Translating content of applications or apps is different from translating documents. App content has a few peculiarities, namely
- Restriction on space – an app is usually used on some mobile device, ranging from 4Xs inches to 8X4 inches. Within that, the content box has only a given space. Translation must accommodate within that space and make sense. Indian scripts, have vowel extensions before, after, above and below a letter. This needs to be remembered while translating into an Indian language.
- User friendly – app language has to be very very user friendly. It’s meant to be a guide, a lead; not a scholarly essay. The content must prompt the user to do the next desired action, without coming in her way. That’s the power of language and the translator must use it to the fullest.
- Convey meaning – Simple expressions like ‘back’, ‘know more’, ‘choose your location’, ‘have a nice day’, ‘checkout’ may be difficult to translate exactly in some languages. The translator again needs to go deeper to the meaning, purpose of these words, and the desired result and then express that meaning and prompting in another language.
- Inter-related – What may look like a 500 rows content on an excel sheet, can be spread over a number of inter-related screens. The translator can never loose a vision of inter-relation and cross reference within an app.
- Interactive – A flow of an app may change according to the inputs by the user. Translator always has a holistic vision of the app.
- Contemporary – app language needs to be very colloquial. Bookish language may not be useful for an app.
For successful app translation, our translators usually download the app or get access for the beta version. They navigate and use the app themselves to understand the exact flow of the app and language support required. We also understand if there are any possible legal challenges. Once the translation is done, for highly technical apps or apps made for specific target groups, we offer that the language edition may be used by a sample group of users and carry out language suggestions if any.
Translation of marketing literature
Marketing literature includes a number of things – brochures, flyers, exhibition panels, posters, social media posts, webpages, product information, product videos, user manuals, promotional material, email templates and more.
For obvious reasons, it is beneficial to have all the marketing literature in the language/s of your prospective customers.
The translation of marketing material needs to pick up the exact purpose and tone of the original content. Some material is informative, some persuasive, some is meant for support. At TranslationPanacea, we understand that the words and tonality is a part of branding strategy of the client and it should reflect in the translation as well.
Translation of agriculture content
Agriculture content translation needs acquaintance with domain. Usually agriculture content is meant for use. There are scientific words and there are words those farmers use. While scientific words / names are necessary to maintain standardisation, local terms help the farmer understand the content better. At TranslationPanacea, depending on the type of content, we strike a balance. Serving the objective of communication is more important, while it is necessary that the content is accurately translated.
The same goes for names of plants, birds, animals, insects, diseases, natural events, actions etc. Some of them are very local and unique to a geography (penguin, for example). In some cases, the products are trade names and they are trade marks of the client. In such cases, it is better to retain the terms and names as they are in the original document.