Localization can unlock new markets, but it can also come with headaches when things go wrong. From awkward translations and broken layouts to confusing timelines and unclear processes, we’ve seen what frustrates clients the most.
In this series, we’re breaking down the most common complaints in the localization industry and sharing how Local Concept avoids them.
The Localization Frustration Series
Week 1: That’s Not What We Meant! Dealing with Inaccurate Translations
Have you ever paid for a translation, only to hear that it doesn’t make sense? Maybe it sounds weird, feels flat, or just doesn’t fit your brand. Sometimes, it’s not even clear what the sentence is trying to say.
What happened?
Common Problems:
- No context: If the translator doesn’t know how or where the words will be used (like with software strings), they might make the wrong choice. Words need background.
- Missing brand voice: A basic translation might tell the facts, but it won’t sound like you. If your brand is fun, serious, or emotional, the translation should match that. A car ad, for example, isn’t just about the car, it’s about a lifestyle.
- Confusing terms: Special words for products or industries need to be clear before translation starts. If not, each translator might use a different word for the same thing.
How to Fix It
To get a better translation, think about:
- Who is reading it? Is it for customers, employees, or partners?
- Where will it show up? A website? A phone app? A printed flyer?
- What tone do you want? Should it sound fun, serious, friendly, or professional?
- Are your key terms clear? Make a short list of tricky or important words and what they mean.
Giving your translators this info ahead of time saves time, money, and frustration.
Next week: Did They Just Use Google Translate? When Machine Translation Misses the Mark