Succeeding In Foreign Markets: Translation Services

There may be a downturn in the economy here at home, but the world at large is booming. Asian countries are becoming leaders in science and technology, manufacturing and manual labour. Meanwhile, eastern European countries are bursting at the seams with economic opportunities, and even some countries in Africa are looking a bit more open to foreign business and commerce.

So how can a business take advantage of economic advantages abroad while maintaining the same high standards and rate of success experienced in their main headquarters? The answer is relatively easy: translation services from professionals who specialise in branding companies abroad.

Avoid the Urban Legend

There's an urban legend that illustrates the necessity of translation services perfectly. In 1972, leading American auto maker Chevrolet unveiled one of its hottest car models in Mexico: The Chevrolet Nova. In the United States, the car was a huge success and was selling faster than competing models from other automotive companies. Its reach was expanded into other English-speaking foreign markets, such as nearby Canada, and the next logical step was to take the car to Mexican buyers.

What the company did not consider is that Chevrolet Nova means one thing in English, and another in Spanish. Mexican buyers were essentially being persuaded to be the "Chevrolet No Go." And here is one thing that transcends borders and languages: no one wants a car that doesn't "go."

Hiring translation services for your business ensures that you won't make the same mistake as the Chevrolet executives depicted in this common urban legend. Remember that even some English words have different meanings to non-English-speaking foreign individuals. And also remember that every country perceives things differently: things which are nonchalant and "not a big deal" to English speakers are sometimes disrespectful or rude to people of other cultures.

Hiring the Experts to Convey Your Message

There's more to succeeding abroad than simply bridging the language and cultural barriers that separate each culture from all the rest. It's important that your business is able to communicate with foreign customers and clients on their own level, making culturally relevant references and comparisons that illustrate what sets your company apart from their local brands and other international entities which have preceded you.

For this, you need to hire an expert in the field who is a native speaker in the country you plan to expand into. They'll be able to review your business dealings, your mission statement, and the products you sell and promote -- and they'll know how to best talk about those things with people in their native land.

Furthermore, hiring an expert who speaks the language is a great way for you to talk naturally about your product in advanced terms that they will understand. It's a much different experience from simply talking to a translator: those professionals are well-versed in two or more languages, not in the unique aspects of your corporate identity and mission.

Conclusions

Translation services break down your business into easily-manageable parts for the markets you plan to expand into. They educate you about cultural differences and help you navigate a sea of potential public relations pitfalls. Your business can succeed abroad with careful planning and even more careful translation of your objectives.

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