C&I identifies target community and sentiments connected to the client's products, as well as researches on terminology and jargons used by market leaders in related sectors. C&I reviews its client’s source contents to be familiar with their corporate tone-of-voice, brand guidelines and technical jargons.
Localization of enterprise marketing content is not a straightforward process performed by traditional translation. There are many important steps that require the close co-operation of a team of marketing, translation and technical professionals. Bilingual editors in target countries appraise contents of leading brands of related products or services, with a view to identify and familiarize with industry-specific terminology, including expressive words and terms commonly used.
With client's inputs on their target audience perspectives and market segment, the linguistic team examines the demographics of local communities likely to be interested in related products or services.
With a clear understanding on client's objectives, their potential target market segments and the vernacular of audiences, the linguistic team implements an appropriate information localization strategy.
Identifying Potential Pitfalls
Marketing content is often injected with content satire, humor or metaphoric expressions. Some content can be difficult to be translated or simply not translatable, due to linguistic or cultural differences. It is especially so since translators are mostly selected for their strength in the target language, while the source language has been learnt academically and through daily usages.
To reduce potential misunderstanding of the source content or mistranslation of the writer's intended pun, complex phrases may need to be simplified to reveal clarity in meaning or its intended emotional connection to the reader.
Translation and Corporate Branding
Similarly too is the consideration for words that should be best left in their source language, including unique product or brand names. Every client has their own sets of guidelines on brand strategy or preferred corporate tone-of-voice. Hence, identifying and observing these guidelines is another critical step in the localization process.
To ensure that respective linguistic teams adhere to client's preferred terminology, pre-translated brand guidelines and bilingual glossaries will be submitted to client for verification prior to being incorporated as references in Project Briefs.