Advice for translation clients on how to buy translation and find translation partner for your business

1. TRANSLATION CLIENT
GUIDANCE
How to Buy Translation and
Select a Translation Partner for
Your Business
Part III

2. “
”
IF I AM SELLING TO YOU, I SPEAK
YOUR LANGUAGE. IF I AM BUYING,
DANN MÜSSEN SIE DEUTSCH
SPRECHEN.
Willy Brandt
Olha Bodnar

3. By marketing your services or products in the native
language of your prospective customers,
you
 attract more customers,
 provide better service, and
 create long-term, profitable
customer relationships.
Olha Bodnar

4. FACTORS TO BE TAKEN INTO ACCOUNT
TARGET
AUDIENCE
MESSAGE
CONTEXTSTYLE
TONE BRANDING
Olha Bodnar

5. TARGET AUDIENCE
OF A TRANSLATION
Speak the language of your client!
Olha Bodnar

6. DEFINE YOUR TARGET AUDIENCE
Define your target audience (TA) of a translation and
inform about it your translator.
In such a way a translator will translate your document
with your target audience in mind and
o the translation will be aimed at your particular TA
more effectively,
o your business will be more successful, and
o generate more ROI.
Olha Bodnar

7. The translation client should be assured that
translated text will be self-explanatory to the target
audience, and that the company brand will not be
damaged by vagueness and offensiveness.
KNOW YOUR TARGET AUDIENCE
Olha Bodnar

8. The translation client should tell its translator whether
they prefer simple phrases or sophisticated language of
translation.
Furthermore, the client should inform the translator
about
• the style of translation (formal or informal) and
• in what form the client wants to address the reader
(directly or indirectly).
Olha Bodnar

9. GLOBAL BRANDING
Translator may play a critical role in defining a
company's strategy for global branding.
Being native speaker and knowing the mindset of
people, that translator may alert a client if any
marketing materials need to be revised or changed to
avoid unintended, damaging or hilarious results.
Olha Bodnar

10. YOU DON’T WANT YOUR
BRAND TO BE LOST IN
TRANSLATION.
This is especially true for brand name translation. The
translator will research your brand name on potential
linguistic and cultural issues, and s/he will let you know
what strategy is suited best.
Olha Bodnar

11. BRAND TRANSLATION
If your brand name doesn’t evoke any negative
associations in the target language, that name can
be transliterated (i.e. the original spelling will be
reproduced) or just left like it is (e.g., in English).
Though, if your brand name actually means
something in the target language and it’s not
what your brand is about (i.e. has negative
connotations), then company and translator will
have to adapt the brand name for that target
country.
Olha Bodnar

12. “
”
LEARN FROM THE MISTAKES OF OTHERS. YOU
CAN’T LIVE LONG ENOUGH TO MAKE THEM ALL
YOURSELF.
Eleanor Roosevelt
Here and here you can find list of brand marketing blunders.
And here you can read about mistakes in translation of slogans.
Olha Bodnar

13. STYLE
Olha Bodnar
Speak the language of your client!

14. STYLE GUIDE
It's worthwhile for the translation client to have a
specialized in-house style guide that could be used
for writing original content and its translated version.
Such guides ensure:
 a consistent message,
 adherence to the client's preferences, and
 increase in the overall quality and consistency.
Olha Bodnar

15. If the translation client wants to have a consistent message throughout all of their
content, both content creators and translators should rely on style guides to help
unify their message.
The style guide may be a recognized standard or a project-specific guide provided
by the client.
Olha Bodnar

16. The style guide should take target audience into account
and may include general rules about tone and guidance for
approaching proper names, products or functions,
conventions for translating official names, recommended
formats for numbers and measures.
So, the message will be
• accurate,
• culturally sensitive, and
• audience-appropriate.
Olha Bodnar

17. STYLE GUIDE
Those guides should include all the information that
the client can anticipate that the translator will need
to know and use, including
• glossaries,
• company policies, and
• translational norms.
The style guide should become an essential part of
the translator’s reference materials.
Olha Bodnar

18. DESIGNATED PERSON
Speak the language of your client!
Olha Bodnar

19. APPOINT A DESIGNATED PERSON
The translation client should designate a person in the company who will handle
questions from the translator.
Answers to such questions are critical to the successful delivery of a quality
translation for the target audience.
Olha Bodnar

20. No one reads and examines the original text more
attentively than the translator.
During the translation process, such translator may
identify the parts in a text that need clarification, spot
sentences that have a double meaning, notice typos and
suggest any other improvements that can be made to
the text.
This is another reason for the translation client to have a
designated person who would handle questions from
the translator.
In addition, such remarks will allow the client to improve
the original.
Olha Bodnar

21. BENEFITS OF HAVING
DESIGNATED PERSON
IN YOUR COMPANY Quality
translation
Improved
original
Successful
delivery
Olha Bodnar

22. HELPING BUSINESSES REACH
UKRAINIAN AND RUSSIAN
TARGET GROUPS
Olha Bodnar
English into Russian and Ukrainian Native Freelance Translator
+1(437)580-4427
olga.bodnar@bodnars.me
olga-bodnar.branded.me
www.linkedin.com/in/uatranslator

23. YOU DO YOUR PART. I DO MINE. TOGETHER
WE ACHIEVE RESULTS!
Interested to know more about How to Buy Translation?
Watch my Translation Client Guidance on YouTube
https://www.youtube.com/channel/UCDqbC0ZIHOUUn7UOD341F2Q
I differentiate myself as being the translator with 'two
centimeters wide and two meters deep‘ focus on your
company.
Let's go the extra mile together!
Olha Bodnar