PUBLICATIONS

Consistency is vital when it comes to brand image localization. Why? It’s simple: customers are attracted to brands that are built to last and stand out from the crowd. Ambiguity has no place here and trying to blend in with the competition is a recipe for failure. Uncertain branding—for example a company that keeps changing its logo or brand colors—is the fastest way to lose customers. A rock-solid brand name is why a footwear brand can sell hundred-dollar shoes for thousands, and why some smartphones comfortably retail for vastly higher prices than others.

Interpreting is not a career that immediately comes to most people’s minds. Nevertheless, it is a career with huge-reaching implications and applications that allow seamless and borderless communication between people with different languages and cultures.

Imagine you walk into your local corner store and see two new additions in the cookies section. One is a nice colorful packet. It looks promising, but there’s one problem: everything on the packaging is in Mandarin, which you don’t speak.

Written by David Brett
You are a localisation manager or translation budget holder who is responsible for delivering a quality translation service for your business. You are tasked with ensuring that translations meet the needs of your business from a technical perspective and are also on point with brand and style guidelines, whilst representing good value.

Technology has penetrated tightly into our lives, especially due to the year 2020 and the need in all fields to perform our work remotely. As we embrace technology, we must be prepared to realign ourselves and adapt to a new form of communication and interaction, which requires the development of new skills—both on the part of clients and translation service providers.