How important is it to get a translation completely accurate? Does it really matter to the running of a business?
After all, there’s investment attached to a translation, so why is that investment worth it? As long as you’re close, and your audience gets the gist of what you’re communicating, then they’ll just accept that it’s not perfect because that communication started in another language, right?
In our experience, as a Language Service Provider (LSP), the fallout of a bad translation can have far reaching consequences. Both your brand and your bottom line are at risk when your employees, foreign business partners, or your customers feel like they aren’t important enough for information to be as accurate in their native tongue as it is in English.
We’re aware that every penny counts, and that all areas within a business need to justify their expenditure. With that in mind, if translation falls into your remit, here’s a quick look at the risks of poorly translated content.
Secondary Costs Further Down the Line
Translation errors might seem like small slip-ups at the time, but they can lead to severe misunderstandings. A single mistranslated word can alter your product’s meaning, confuse marketing messages, or even offend entire markets.
Global companies spend millions crafting brand identities and advertising campaigns. A mistranslation can undo all of that effort and investment in seconds.
One famous example is when Pepsi’s slogan “Come alive with the Pepsi generation” was translated into Chinese as “Pepsi brings your ancestors back from the grave.”
Instead of sounding youthful and energetic, the drinks brand ended up sounding supernatural and culturally insensitive. Not exactly the image Pepsi wanted to promote in Asia.
In a market with such a large population, you can imagine the budget that would have to be found to fix such a public-facing mistake.
Damaged Brand Reputation
Brand perception is everything in competitive global markets. If your translations aren’t accurate, it reflects poorly on your professionalism and attention to detail.
Customers may question the quality of your products or services if your website, packaging, or user manuals have extensive translation errors.
Consider the case of American Motors launching a car named the “Matador” in Puerto Rico. While “Matador” might sound bold and daring in English, in Spanish it translates directly to “killer.” Not the most reassuring name for a family vehicle.
Legal and Compliance Risks
Aside from embarrassment, poor translation can also lead to legal trouble. Contracts, safety instructions, and compliance documentation must be translated with pinpoint accuracy.
A misunderstanding in legal terms could lead to broken agreements, lawsuits, or fines.
For example, pharmaceutical companies must meet strict regulations when labeling drugs in different countries. A translation error on dosage instructions or side effects could lead to health risks and regulatory backlash. In some industries, mistranslation isn’t just a mistake—it’s a liability.
Lost Sales and Market Share
If customers can’t understand your value proposition or feel alienated by clumsy translations, they simply won’t buy. In digital commerce, where users make decisions in seconds, poorly translated product descriptions or checkout pages can cause high bounce rates and abandoned carts.
The best way to avoid this is to localize content. This is when you adapt language and content to fit a specific local culture making sure you drill down into what makes that culture tick.
So not just translating your content into French but understanding that your new market in Quebec wants to be spoken to in Québécois. If you don’t speak to people in their language and context, your competitors will.
Damaged Business Relationships
Global business success relies heavily on trust and clear communication. If a partner, investor, or client receives a poorly translated proposal or email, it can create confusion and doubt.
They might question your competence or seriousness about doing business in their region.
Even internal communication across multilingual teams can suffer. Employees might misinterpret policies, instructions, or goals, leading to inefficiency or internal conflict.
How to Safeguard Your Global Business
The way to avoid all of these errors is to partner with a good LSP. One that will not only help you with translation work but be there for all your linguistic needs when you’re heading into a new market.
Relying on automated tools like Google Translate might work for casual use, but for high-stakes business content, human translators with cultural knowledge are essential.
This approach helps your brand stay intact, minimizes down-the-line costs, keeps partners and work forces engaged and also ensures you stay legal and compliant. A good translation team doesn’t just convert words—they convey meaning, emotion, and intent. They ensure that your brand speaks fluently and respectfully in every market you enter.
If you’re looking for a translation partner that can help you navigate your global business course, we’d love to talk to you.
Consultations are free and there’s no obligation. You’re in safe hands with us as we’re ISO 17100 and ISO 9001 compliant, have over twenty years of professional translation experience, and have earned the trust of organizations around the world.
