Deadly Chinese Translation Mistakes that Can Ruin Your Brand
The language translation and interpretation field is wrought with numerous pitfalls and traps, none more challenging than developing marketing copies meant to target the audience of local cultures in a foreign market.
Whether for a global audience or local, it’s important to first understand how your brand is likely to be presented in another language through translation and interpretation.
It’s easy to misunderstand the assignment at hand and repeat Chinese translation mistakes that while, even basic, could be deadly. Following are the key mistakes businesses often make when translating their advertising copy.
Good quality content is considered king nowadays, all thanks to the phenomenal growth of communication channels and their availability to businesses and brands.
This means previous focus on quantity and sub-standard quality of content won’t do much good to brands, especially in SEO.
Below are some mistakes people normally make when translating their ad copy into a foreign language.
Mistake #1: Using Google Translate or another Translation Software
Many businesses, especially smaller ones, think there’s no need to hire professional English to Chinese translation services. Free or very cheap software is available that does the same; or does it? While free machine translation (MT) software like Google Translate is a good resource, it is not ideal for professional use. Such tools do not – and cannot – factor in the culture and political sensitivities of another language!
Businesses should either make use of translation memory software or hire certified and local translation specialists.
Mistake #2: Assuming Everyone Speaks English
While it’s considered as the universal language, English is rank third in having the most native speakers in the world. Chinese (and all its different dialects) comes at the top. Even if this wasn’t the case, having documents and advertising content translated at a local level provides credibility to the brand. People are more likely to buy products and try services from brands that adapt their marketing copy in their own native language.
Mistake #3: Addressing Translation at the Very End of Foreign Marketing Strategy
When it comes to advertising and marketing, keeping unforeseen circumstances and costs in mind is very important. Translation should be incorporated into the planning early on, as a rule. This ensures no delays come to product launch and its marketing.
The above mistakes can cost businesses entering a foreign market which is why it’s suggested to hire the best in Chinese translation and interpretation services. Get in touch with Limpid Translations!