5 ways terminology helps your brand

    Consistency is key in global marketing. Not only can terminology help maintain consistency, there are other benefits too. Read to learn more.

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    When employed correctly, terminology allows your brand to remain consistent across all markets. Having a structured repository of terms or taglines your brand uses frequently and how they are to be translated into other languages ensures your message will never go wrong.  

    Terminology management key concepts and terms are consistent in both the source and target languages. This facilitates the linguist content-comprehension and mitigates mistranslations for the same concepts. 

     

    A terminology strategy assists linguists in the development of consistent content, which minimizes risk of inconsistencies in target locales, allowing uniform terminology throughout. And of course, in a world where branding and corporate image is so critical, the implementation of terminology management best practices will aid enterprises to expand into international markets. 

     

    Benefits of terminology management 

    Curious how terminology management can help your organization? Here are the top benefits.  

      

    High quality content in any language

     The implementation of a robust terminology management program also allows enterprises to apply automated checks and provide effective quality controls during localization life cycles. Linguistic quality assurance tools can help with the identification of terminology and assist in checking if approved terminology is adhered to in the target versions. 

     

    Implementing a terminology program translates (no pun intended) into more consistency and higher quality products when your brand expands into international markets 

     

    Increased brand recognition worldwide 

    When dealing with a global brand image, accurate terminology enhances a company’s corporate image. We can all think of very specific tag lines that immediately are associated with a company. Without a doubt, terminology improves the end user understanding of these products and mitigates the risks of brand erosion that arise from inconsistent translations. 

     

    Reduced time-to-market of new products 

    The lack of customer specific terminology during a localization lifecycle can delay a translator up to 30 minutes to research a term, its technical definition, meaning, nuance and applicability in a translation segment. This results in a waste of costly time. This can be easily mitigated by doing the upfront work of an implementation of a terminology management program.  

     

    Terminology management programs reduce the manual effort needed in researching unknown concepts, both upfront in the process and during validation cycles. It is an effective way to ensure compliance, reduce localization time and costs and safeguard higher quality. 

     

    This also plays a critical part in processing time and time-to-market. By having approved terminology prior to the localization cycle, translators improve turnaround times, efficiency and reduce the amount of work needed to research terminology. It also allows for the automatic term recognition during segment translation. 

     

    Increased marketing ROI  

    Regardless of reducing time to market, terminology is also a proven methodology to maximize cost reduction. Research shows how a terminology program could generate a return on investment of approximately 10 percent for companies scaling their marketing efforts internationally.  

     

    And the same research shows how changing a term in a translation memory after a project has been finalized can cost 10 times as much as the expense of creating a term record in a term base at the outset. 

      

    The reuse of already approved terminology, coupled with a reduced effort in localizing (and creating) new content, quality controls and automated error analysis leads to a reduced number of errors and significant savings. 

      

    A single source of truth for your corporate terms 

    Centralization becomes a critical part of the equation when dealing with terminology management. Final terms, their approved translations and corresponding metadata need to be deployed in one common repository where it can be safely hosted and distributed to all stakeholders. 

     

    This allows for clear guidelines for the use of corporate terms, and grants access to all stakeholders in the content lifecycle, also allowing the use of interchangeable terminology industry standards. 

     

    Terminology management doesn’t have to be a difficult process when you’re working with the right language service provider. In fact, it can save your organization precious time, money, and resources.  Contact us through the form below if you're interested in scheduling a 1-1 with one of our terminology experts and learn how we can help you scale your business globally.

     

    Published on    Last updated on 27/08/2020

    #Globalization, #Terminology, #Translation & Localization

    About the author

    Iñaki, a Senior Linguistic Asset Management Consultant at Amplexor, has been working in the localization industry since 1993. With extensive experience in solutions development, linguistics and terminology management, he is a member of the Linguistic Management Team at Amplexor. Having lectured at university prior to starting in localization, Iñaki holds a degree in linguistics and a Master of Arts in translation studies. When Iñaki is not busy working on language issues, his passion is rooted in photography.

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