Terminology = brands, quality, time and money

Terminology = brands, quality, time and money

Consistent, carefully chosen terminology strengthens a company’s profile and brand, whatever the language. It also makes it easier for the reader to understand the material. When it comes to producing original text and translations, using consistent and relevant terminology will save money since many steps in the process will be faster if you can avoid dealing with things that are unclear and questions. Despite this, terminology is often a neglected area for many companies.

Published 2/16/2015

Translation often shows up unclear terminology

Most companies have common linguistic usage and ways of referring to their products or services, but local variations or uncertainty can arise – even internally. When translating, terminology questions can delay the process since the situation becomes more unclear for all involved. Today, we often talk about the value of a graphic profile, but it is also becoming increasingly common for companies to work with a linguistic profile that includes terminology and style guides. This ensures that they are able to give a correct, uniform and clear impression in all information channels, whatever the medium.

Get a firm grip on terminology

In order to make a difference, terminology needs to be compiled, used consistently by all writers and translators, and developed in a controlled manner. To achieve this, terminology management must be seen as an important project. If you want to get a firm grip on terminology within your company, an initial step could be to start with the terms that you use yourselves when producing text materials.

Another good piece of advice is to reach a consensus on how you will manage and use your terminology, and to look at solutions to make it available and usable in practice by everyone within the company.

The next step could be to involve your local representatives in different countries and linguistic areas in order to proceed with translating the main terminology into the languages that are relevant to you.

Assign responsibility and choose a working method for managing, strengthening and developing

Finally, it is important that you establish a plan for capturing terminology for new products, services or types of materials, for example, that you produce. In this way, you will build up dynamic terminology that grows with you as a company and reinforces your brand.

Do you need any help identifying how your company can best work with terminology issues? We will gladly share our knowledge and experience.


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