October 9th, 2017
Globalisation and increasing competition have changed company procedures in many ways. Today, the corporate world emphasises efficiency, branding and entering the international markets.
However, the internationalisation of businesses is another story.
From a translator’s perspective, I believe that companies can become international without specific planning, by a process where the corporate world becomes more global as a result of, for example, technological development, networking and increasing demand or where the customer base expands abroad without any effort from the company’s part.
On the other hand, internationalising a business refers to an active process. If a business is internationalised, I perceive it as a process where company operations are expanded deliberately and efficiently. In these cases, companies often turn to professionals in order to internationalise the company’s communication.
Along with the increasing competition, branding has become increasingly significant: companies wish to stand out and get their brand to the world. Today, brand is everything, even our personal lives can attest to that: we brand ourselves in Instagram, show off our skills in video resumes and showcase our apartments on Facebook’s interior design groups. However, branding is particularly important for companies: the company’s brand and media contents are polished and perfected more than ever.
As competition increases, companies turn more and more to language and media professionals to internationalise the company’s communication as communication is what can help the company stand out. The fact is that business competence is assessed and judged according to the company’s first impression and overall appearance. If your company provides a high-quality service or high-quality products, make sure that you communicate that high level of quality.
If you wish to internationalise your business or brand, product or service, internationalising your communication is a significant part of this process. The efficient internationalisation of your message requires careful planning. Before you begin the process, think about what you want to say, to whom, why and how:
The efficient internationalisation of a company’s communication requires collaboration between the translator and the customer. The translator’s job is to understand, communicate and unify the company’s message and make the brand stand out with effective communication. The more the translator knows about the assignment and the customer’s wishes, the more efficient the process is (read more from our article “How can you help a translator help you – 5 tips”).
Reciprocal communication and feedback between the translator and the customer are crucial for successful collaboration. The company is an expert of their own product or service whereas the translator is an expert of language and communication, and both areas of expertise are essential for achieving perfect results.
Let’s make your brand stand out together! We will internationalise your message and help you reach the world!
Having a Master’s degree in English, Hanna-Mari works as an English-Finnish-English translator in Lingo, solves word puzzles and loves to travel.