Addressing the challenges posed by the translation process is certainly easier said than done. After the initial translation of your brand has been performed, the next move becomes following a review process to ensure completeness and accuracy of what will be communicated to the end audience.
The traditional process of in-country translation follows the following (time-consuming and therefore costly!) work flow:
1. The Translation Process --> 2. Client Language Review --> 3. Validation of Changes --> 4. Layout
The traditional process may seem logical, but adding your highly-valued brand messaging into the mix can create some additional complications that often take rise in the 2. review stage and the 3. validation stage. The review process is long and tedious, but customers feel like they need to have it in place in order to reassure themselves that they are receiving the best translations.
Lionbridge onDemand provides value through our time-efficient, “on demand” online portal. The contrasting nature of the review process is difficult for us because it takes away from the beauty of automating the translation process. Our operations team has to work outside of the system to correct reviewed files and finalize them. You have to rely on colleagues that have other responsibilities to get your content reviewed. This slows down the process completely and drags out turnaround times of translations to weeks, sometimes months.
We understand that you do not want this delay, because neither do we.
Your company may require a review process for all translations or at least the customer-facing marketing pieces they have translated. We understand that this is something we need to accommodate to keep our clients happy, but there are best practices to make the review process a lot smoother for both parties that you should keep in mind.
Translation Review Best Practices:
1. Designate ONE reviewer for each language
If there are multiple cooks in the kitchen there can be differences in opinion and style preferences will not remain consistent for that language. Also, when two different people are reviewing the translations we return to you, it can be confusing for our linguists and operations team as to whose style they should be considering when doing the translations.
2. Invest in a glossary and style guide service from your translation provider
Lionbridge utilizes a service entitled “Global Brand Voice”.
3. Occasionally ask your provider to provide you with the glossaries and have your reviewers look them over to make sure there are no errors or add new terminology to them
4. Invest in separate glossaries for each content type if the message, terminology, and style changes between them
One for product related materials, one for marketing materials, one for the website, etc.
5. Have a kick-off call with your reviewers and provider to make sure everyone is on the same page BEFORE the translation process starts.
This will keep problems and miscommunications from happening in the middle of urgent projects that need to get done in a time-sensitive manner.