Keep Your Translations in Sync: 5 Steps to Ensure Linguistic Consistency
When it comes to localization, inconsistency can unleash chaos.
Imagine a product manual that confuses users with ever-changing terminology. Or doctors misunderstanding treatment guidelines because different translators aren’t using the same terms.
As a localization program leader, you can minimize such problems—but only if you take the right steps to ensure translation quality. In turn, a foundation of consistency makes quality management easier and more effective.
Read on to explore why linguistic consistency matters, and how to turn it into a strength for your localization program.
Why Worry About Consistency?
Linguistic consistency means using a uniform style across different translations, whenever it’s important for effective communication.
No matter what rules you set, the key is to apply them strictly. This prevents random changes or discrepancies from slipping into your content.
By making consistency a priority, your localization program can:
- Build trust by signaling your content is reliable.
- Provide accurate information to people who need it.
- Help audiences recognize and connect with your brand.
When your use of language becomes inconsistent, it can lead to confusion and misunderstanding. Even minor irregularities can leave an unprofessional impression and make your audience feel something is off.
How to Ensure Consistency with Language Quality Management
If you haven’t done so yet, set up a reliable process for managing the linguistic quality of translations.
This means having regular reviews done by linguistic and subject-matter experts, using clear standards to check translation quality.
A language quality manager (whether from inside or outside your organization) should be appointed to organize workflows and coordinate among teams. A third-party language quality management provider can be an invaluable ally in the process.
So, how can you boost linguistic consistency while building your quality management program? Let’s look at some tips that can help.
- Centralize and unify your knowledge base.
To maintain linguistic consistency, everyone involved in localization needs to work with the same guidance. Here’s how to get it to them:
- Centralize resources: Store all your linguistic assets—like style guides, glossaries, and do-not-translate lists—in one location that’s accessible to all.
- Maintain one version: Make sure there’s only one official version of each document. Your language quality manager should review and approve all updates.
- Enforce centralized use: Instruct your team to use these central resources instead of keeping their own copies—so you don’t end up with clashing versions of the same reference materials.
Beware of information silos when teams collaborate with each other. Language quality reviewers, among others, should have access to the same assets as translators so they can provide on-target assessments and feedback.
- Provide linguists with appropriate rules for each context.
Some guidelines may apply universally to all content. But others need to be adapted to the situation, such as the market, product, audience, or content type.
The key is to follow consistent rules that fit each context, while avoiding the trap of a one-size-fits-all approach.
- For example, a breezy and irreverent brand voice might work fine in most markets. However, you might need to adjust it for cultural regions where audiences expect a more formal style.
- Similarly, your preferred style for a new product might differ from your usual brand guidelines. Or the same product might use the original English name for some markets, but alternative names for others.
In these scenarios, translators and language reviewers need clear, detailed guidelines that fit the specific context. If they’re left to fill in the gaps themselves, different people will come up with different solutions, leading to more inconsistencies in your team’s translations.
- Conduct regular audits and maintenance.
Maintaining consistency is an ongoing effort, so it’s a good idea to perform periodic audits of all linguistic assets. Set up a schedule to review style guides, glossaries, and other resources for outdated language or gaps in your current guidance.
Translation memories (TMs) also require regular attention. Over time, they can fill up with outdated terminology, especially from older translations that don’t meet current quality standards.
To avoid this problem, clean and update your TMs regularly. That helps you keep content aligned with current guidelines and prevent obsolete language from creeping into new translations.
- Review legacy content during major transitions
When your business or localization program changes, it can affect how you use terminology and style. Without careful handling, such transitions can cause inconsistencies between new translations and older content, among other issues.
Here are some examples of when this might happen:
- Rebranding or updating your image
- Launching new products
- Expanding into new markets
- Changing language service providers (LSPs)
Even if older content is still technically accurate, inconsistent language can create confusion for your audience. For example, content that no longer matches your updated voice may feel disconnected from your brand.
In sum, major transitions are a good time to review legacy content and ensure consistency with current guidelines.
Make sure your team applies any updates across all materials, from product descriptions to marketing content. That way, your messaging will stay clear and unified even as your brand evolves.
- Troubleshoot inconsistencies at the source.
Are reviewers uncovering inconsistencies that affect translation quality? Look to find out what’s causing the problem and fix its root cause.
For example, internal conversations may reveal that vague or conflicting instructions are leading translators to approach the same material in different ways. Or new team members may need more training on which guidelines apply to their work.
A collaborative environment can help you address such issues proactively. Create an easy process for team members to get answers to their questions. Encourage them to share feedback and flag areas where more clarity is needed.
Consistency and Quality Go Hand in Hand
By striving for linguistic consistency, you make quality management easier and more effective.
Uniform language makes errors less likely and keeps your brand voice on target. While style and terminology may need to adapt to different contexts, consistent rules and principles should always guide those changes.
On the other hand, keeping translations consistent isn’t easy. It can involve extensive and ongoing work to develop guidelines, maintain linguistic assets, review content, and update legacy materials.
Looking to simplify the process? Consider working with a third-party language quality management provider to keep your message consistent and deliver translations that always hit the right note.