Bring clarity to your global communications
Last year, we got the cow off the ice. Now our competitors know it's not good cherry-eating with us
What does your Sales Director mean when he says that?Literal translation of German into English can be quite comical – the same is true for all other languages – but you’re not looking to be entertained. You are looking for an accurate rendition of the meaning of what the original text says. It isn't just the meaning that counts, but also the subtle nuances: is it colloquial, very formal? Funny or maybe ironic? A straightforward translation will not deliver the kind of refinement you need.
Clear communication with all of your clients and markets is essential so it reaches your market, your clients, your colleagues and even your competitors. And each of those communications needs to appear as if it is has been crafted in the original language.
What do you want to accomplish with translations? Do you want to reach out to new customers in other geographies? Or maybe the purpose is to continue building your image as an expert, one who is recognised beyond the boundaries of your home country... Readers in different geographies see the world through different lenses: they have other cultural references, live under diverse political, economic, legal or even climate conditions than you… It’s up to you to pick these up; you cannot expect them to provide additional effort to understand what something means in your world.
In most cases, translations are not done in-house due to lack of availability of resources and expertise in the required languages. But outsourcing translations must help you save time and money and actually reach and captivate those international readers. Or you will lose them.
Does outsourcing translations save you time if you need to spend hours checking completeness, accurateness and to try achieving a translated text as polished as if it had been written in that tongue to start with. A very difficult undertaking if this is not your native language.
Does it save you money if you go for a standard translation? No, because it can represent a tremendous business risk if a translated document has legal and financial implications.
Gelst faced these issues when driving multinational marketing campaigns for its customers. After having tried offerings available in the market, we found they did not deliver the level of service we needed. This is why we set up a team of experts and a working process to ensure the required quality for our customers under our translation and localisation service.
Finding the right meaning as well as the right words
Gelst's translation and localisation team provides a complete service that starts where other translators finish. When you use Gelst for your translations, the objectives and context of the original material is borne in mind at every stage of the process, together with the need to provide engaging copy in just the right tone of voice.
Any copy translated by the Gelst translation and localisation team goes through a number of stages:
- Assessment – the appropriate translator who is comfortable with that content is chosen; for example, someone happy to work with technical language or a native speaker happy to translate into the required language (e.g. US English or Swiss German)
- Translation – the translator identified as described above translates the text
- Review by copy-editor – translated text is reviewed by copy-editors who are native speakers of the language the text is translated into, to pick up any errors, ensure the copy makes sense and conveys the messages intended - and has an appropriate tone and style for the intended audience – and are mindful of local cultural requirements.
- Checking – a Gelst consultant reviews the translation for accurateness and completeness. Often this stage involves a dialogue with the copy-editor and any necessary revisions.
- Proofreading – this review is carried out by local experts to pick up any grammatical, punctuation and other language issues that have become apparent in the 'new' language.
- Final check – by a senior consultant, who is independent of process up to that point, so provides a fresh pair of eyes to look at the text and brings their expertise in checking the subject matter of the text.
Yet this isn’t simply a step-by-step process. There is a co-operation between the Gelst team so that uncertainties are queried, discussed and dealt with, and referred to the client if necessary. The words used, their nuances, the tone, style, meaning and intended message are all considered; and ensure that the text will be read, understood and noticed by its audience. If the text is not sparkling, expert editors and consultants can suggest ways of improving and enlivening your message.
Gelst has built a sizeable team of experts and gained many years of experience in providing high-quality translated material of many different types, including:
- Reports and studies
- Emails, invitations to events
- Social media communications
- Marketing materials of all types
- Thought leadership articles and insights
- Legal contracts.
All work is carried out within deadlines specified – and to the same high standard and accuracy regardless of the amount of time available.
And by the way:
'Last year we saved the situation. Now our competitors know we’re a serious player in the market'
Please talk to Gelst about your translation and localisation needs in English, French and German.
For more information on how we can work together, contact us at
INFO@GELST.COM or call us on +44 20 7096 0887