Hire Translating Agencies when Your Brand Enters New Markets

Every brand wants to cut costs wherever they can, especially when entering new and untested markets in new countries, but scrimping on hiring professional translating agencies at such a crucial time can backfire on a brand.

For new brands that may be unfamiliar to new audiences, one of the most critical facets of launching into a new market is positioning your brand correctly. This means translating your message, and products and services descriptions to continue the brand’s overall image the same as you have been in your other markets.

Relying on local employees to do this translation into their local language can be a mistake. Being able to speak a language is not the same as being a skilled and fluent translator. Someone can misconstrue perfectly logical translations into something completely different than was intended. This can lead to a cascade of misconceptions and misunderstandings about your brand. And this is at a time when you need all your communications to be easily heard and understood.

Benefits of Professional Translating Agencies

A professional translating agency can quickly look at your brand’s overall message and line of products and services and find the best way to present your brand image to the new audience. 

Rather than translating directly, they use context to carefully shape your brand’s image into what it represents in other markets. This context can take the form of accepted phrases in the target language that match more closely the goals and message of the brand. They might not make sense when translated into any language other than the target language. Still, within the context of that language, they align and keep within the overall message and image of the brand. It’s this ability to think beyond the obvious that makes professional translating agencies so valuable in the initial stages of entering new markets. 

The benefits of continuity will strengthen your brand when it starts to gain traction in the new marketplace. Continuity is synonymous with stability. Your brand needs to project stability within all its communications in a new market to be accepted and be able to increase market share.  

Variety of Services

Another benefit to working with a professional translating agency is that a lot these agencies offer an entire range of services beyond basic translation. 

Some of them also have departments offering regulatory help in negotiating the various trade rules and regulations imposed by a foreign government. Some of them also offer video and voice-over content writing, while some specialize in simultaneous translation services that help you navigate high-level meetings successfully. 

By partnering with a translating agency that offers a variety of translation services, your brand will be better prepared to deal with every possible unforeseen problem that arises during your launch into an untested market.  

These quality agencies go beyond translating to offering many valuable services that all involve verbal and written communications. Contracting with these agencies can serve as an insurance policy when your brand is risking so much in entering a new market.