PUBLICATIONS

My friends and subscribers include a variety of different people from the translation community: translation students and teachers from leading universities, translation agency project managers and sales managers, and customers, all with differing levels of familiarity with the translation process.

Does it feel right? Does it feel right?
Does it feel immersive enough?

Localization is not a simple process that can be fully automated, although automation tools and software can help to speed things up and avoid a number of mistakes. The localization process features a number of stages, including automated translation, a topic we’ll cover in the first section below, as well as editing and post-editing – activities that are carried out by humans and play a significant role in adapting a source text to the cultural and behavioral requirements of the target language. Finally, there is a technical SEO element, which ensures accurate multilingual SEO that returns lots of results for the localized website.

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.