In today’s international marketplace, your product is not only defined by its physical or digital form but also by the accompanying information – user manuals, promotional materials, technical specifications and more. To successfully operate in diverse global markets, this information must often be translated into multiple languages. How can you ensure that translations remain accurate, smooth and stylistically consistent across languages? Grytė Šimkūnaitė, the Brand Manager at TOFT International, shares insights on this topic.
Based on the publication in the magazine Industry TOP Lithuania, 2024 | Issue 95
Communication, Information, Translation – Essential Components of Product Quality
“With increasing supply and globalization, companies in industrial sectors – especially those with international reach – realize the importance of quality communication and translations,” says Grytė Šimkūnaitė.
Every physical or digital product is accompanied by a wealth of information: user guides, technical specifications, legal documentation, user interfaces, promotional materials, website content, press releases and more. In global markets, it’s crucial that this multilingual information is both accurate and clear to consumers.
Translation errors can sometimes lead to misunderstandings or, in worst cases, comical or even dangerous misinterpretations. Simple translation is often insufficient because language is shaped by cultural context, social nuances and varied interpretations. This is where localization becomes essential. Localization takes translation a step further, ensuring that a product or message resonates appropriately within a target market.
Since few companies have the internal resources to manage this task effectively, many seek out professional translation services. But how do you choose the right one?
Choosing a Translation Company – What to Look For?
How do language service providers operate? What measures ensure translation quality and precision?
First, reputable translation and localisation companies work with a global network of native-speaking freelance translators. A translator working on your text doesn’t just understand the language academically – they have an innate, culturally rooted understanding of language nuances and connotations.
Second, translations are handled by experts specializing in the relevant field. Some translators have a primary profession, such as medicine or engineering, and engage in translation as an additional specialization. In other cases, specialization is gained through the years of translation in a particular industry. This expertise ensures that technical language is used accurately, reflecting real-world practices within a specific field.
To maintain consistency, translation companies usually create translation memories, style guides and glossaries of industry-specific terminology. Translators working in different countries regularly communicate to address culturally sensitive aspects of the text. This process results in translations that are technically accurate, culturally appropriate and industry-specific – delivering a clear and consistent message in every language.
Machine Translation – Capabilities and Limitations
Machine translations, increasingly powered by artificial intelligence, are gaining popularity among individuals, companies and translation specialists alike.
However, a common mistake people make is relying too heavily on automated translations. “Translation technologies allow us to work faster and save resources,” says Grytė Šimkūnaitė, “but they still require a professional review by a qualified linguist. No matter how precise machine translation might be, it lacks the subtlety of language. Issues with style, terminology and cultural fit can easily arise. These tools must also be used very carefully when dealing with sensitive information. It’s essential to choose professional, paid versions to ensure both quality and confidentiality.”
Translation companies use automated solutions beyond text translation alone. For example, specialized software makes it easy to translate technical drawings quickly and accurately. These tools support multiple file formats, such as PDF, AutoCAD, ArchiCAD and more, allowing translated text to be embedded back into drawings.
Automated programs are also invaluable for handling large volumes of text. For instance, if a company wants to update specific parts of its communication, automated systems can identify which segments have been changed and require re-translation, saving time and ensuring content consistency.
TOFT International: Quality and Expertise in Over 50 Languages
TOFT International provides specialized translation and other linguistic services since 2012, with a global network of translators covering more than 50 languages, including rare ones. Committed to the highest standards of project management, technical resource use and quality assurance processes, the company also prioritizes confidentiality.
By delegating industry-specific translations to a language service provider like TOFT International, companies ensure their product information is accurately and culturally aligned across multiple markets – a key to successful global expansion.