Business all over the world is getting globalised. Companies are putting many efforts into advertisements. This requires blending into the culture of other countries and campaigning their products in the local language. Imagine, if the translation of this promotion becomes a jeopardising failure?
Many advertisers have accepted the fact that linguistic errors can damage or even halt the reputation of a corporation.
Hence, let’s find out why defective labelling of products and services can ruin the reputation of a business.
Adverse consequences
Mistranslations can severely hamper the status of a corporation in many regards. It may provide a negative image of it in the public’s mind. Also, its attempt to undo silly mistakes can be of little significance. Proportional probability of getting accepted once again can decrease substantially.
Employees,’ work ethics can also be questioned, who themselves represent a vital factor in the promotion of a business. Moreover, few skilled job aspirants would like applying for work in that company, as no one would like to work for a company which has become an embarrassment.
Many times, companies have also become a laughing stock because of their product translation mistakes. A word in one’s language may be a joke in another’s.
Every so often, poor labelling of products can become offensive for the users. Many studies have shown that a big chunk of people would not like to go with products which come with an offensive tagging.
If a drug company comes up with a broken paraphrase of their medicines’ usage or ingredients, then it can do nothing but prove to be fatal as their credibility on top comes under the radar.
Faulty user’s experience
Customers remain at the centre of a business working model. No company would require its users to offer an unfortunate experience in dealing with their products. If the guidelines of usage are not translated properly, the users may have a hard time operating these products.
Moreover, they would think twice before opting for a product from a similar company, given the familiarity they gained with those products. This would in a direct way affect the reputation of the concerned business.
Hence, the choice of prolific translators should be prioritised by business corporations so that their status and reliability could not become an evident embarrassment. The quote ‘Don’t judge a book by its cover’ doesn’t seem to work with regards to customers. If the product translation is poor, don’t expect their judgement to be extremely pleasant.