Would you let an inexperienced intern write the copy that speaks for your brand? If not, why would you let just anyone translate it?
Your international audience won’t see the hours your team spent shaping the perfect campaign. They’ll only see the version they get in their language. And if that version doesn’t reflect your voice, your tone, or your intent, the message you worked so hard to craft may not have the same impact it does in English.
This is where the right translation partner makes all the difference. After all, marketing isn’t just about information. It’s about emotion. Persuasion. Trust. A good translation partner knows how to carry the feeling behind your message—not just the facts—so it connects just as powerfully in every language.
But not every translation vendor can do that. And from the outside, it’s not always easy to tell who can. Before you hand off your next campaign, here are nine questions to help you choose a partner who can handle your content with the same care your team puts into it.
When you’re speaking to a specific audience, the right terminology matters just as much as tone. That includes how your audience talks, what kind of language builds trust, and which terms carry weight in your industry. A partner with industry-specific experience will be able to handle technical terminology, adapt tone appropriately, and avoid choices that seem off-base to your audience.
Without that insight, even well-intended campaigns can go sideways. For example, HSBC’s global “Assume Nothing” campaign was mistranslated in multiple markets as “Do Nothing”—the opposite of the bank’s intended image of care and diligence. It cost them $10 million to correct.
Then there’s the case of the Jolly Green Giant. In parts of the Middle East, the translated name came out as “intimidating green ogre.” Perhaps that’s one way to get children to eat their greens, but it’s not the same as the friendly mascot Americans associate with canned vegetables.
That’s why we start by getting to know your people, your brand and your audience, not just your files. Our translators and project managers build real working relationships with your team, so every project reflects your brand the way you intended.
Even the best linguists need a second set of eyes. A reliable translation partner will have built-in checks to catch errors, align on tone, and make sure the final version reads as naturally as the original.
That usually means multiple steps: translation, editing, proofreading, and a final linguistic QA. Each stage has a purpose, from catching small mistakes to fine-tuning the language so the message is expressed fluently and reflects your intent accurately.
It’s also worth asking how your translation partner protects your information. If you’re sharing embargoed campaigns, customer data, or pre-launch materials, you want a vendor who takes cybersecurity seriously. That includes secure file handling, vetted platforms, and strict access controls.
At The Translation Team, quality and confidentiality go hand in hand. Because we build real working relationships with our clients, we treat your content like it’s our own, with care and respect at every step.
Cultural adaptation reshapes the source content to make sure your message still works—emotionally, visually, and contextually—in a new market. That might mean changing idioms, adjusting visuals, or rethinking references that don’t carry the same connotations in other cultures.
In some cases, this calls for transcreation—not just translating, but reimagining your message to preserve its intent and impact. A well-known example is the “Got Milk?” campaign from California Milk Processor Board. When it was adapted for Spanish speakers in California, the slogan was poorly translated to “Are you lactating?” But that was only part of the problem. For many Hispanic mothers, the idea of “running out of milk” felt insulting rather than humorous. So they transcreated a new message, “Have You Given Them Enough Milk Today?” that focused on family recipes, tradition, and caring for children.
That’s the difference between translation and localization. At The Translation Team, this kind of cultural awareness is built into our process. Our translators are also talented copywriters, and we spend time getting to know your audience, so your message hits the right notes in every market.
If a translation partner isn’t up-to-date on technology, you’re probably overpaying. But if they’re using it everywhere, even in situations better handled by a human, quality will suffer.
The right team will help you choose the best tools for your needs, not just run your content through a generic process.
Look for thoughtful use of tools like:
The real value isn’t just in having tools, but in using them well. Not everything should be automated, especially in marketing. And not every project needs the same approach. AI in marketing translation only works well for certain types of content, and even then only when used as a part of a process that includes review and fine-tuning by expert linguists.
We use technology where it will best support you and your customers. Every project gets a human-led approach, built to support accuracy, efficiency, and the real-world needs of your team.
Your brand voice isn’t just about tone. It’s about trust. And when messaging feels different from one language to the next, your audience can feel it—even if they can’t quite say why.
That’s why it helps to ask how a translation partner keeps your brand voice consistent across languages. The best ones use tools like:
The people doing the work are equally important. When you work with us, you’ll work with the same team every time. They’ll learn your business, your audience, and how you like to sound, so your marketing stays consistent across languages.
Some weeks, you’re producing a few assets for a single market. Other times, you’re preparing a full rollout in multiple languages with deadlines approaching fast. A reliable translation partner should be able to keep pace with both.
Scaling isn’t just about handling more volume. It’s about maintaining quality, protecting your brand voice, and helping your in-house staff move faster. The right partner acts as an extension of your marketing team, with a dedicated point of contact and a consistent crew of linguists who already understand your brand and your goals.
And that’s how we work. You’ll see the same faces across every project, which means less explaining, fewer revisions, and faster approvals—especially as your needs grow.
We also use tools like translation memory, glossaries, and automation to speed up delivery and lower costs while keeping your message aligned across markets.
No one likes surprises when it comes to budget. And with translation, pricing can vary. So, it’s important to understand how your partner bills for their work.
Some vendors charge by the word. Others price by the project, the hour, or even the page. Rates may also shift based on language, turnaround time, or the type of content. Ask whether things like revisions, formatting, or project management are included, or billed separately.
What matters most is clarity. You should know what you’re getting and what it will cost before the work begins.
We keep pricing straightforward and transparent. If something needs to change mid-project, we’ll talk it through with you first. No surprise fees, no confusion.
A good marketing translation partner helps your team meet their goals—whether that’s turning around a campaign quickly, protecting your brand voice, or helping your message connect across markets.
Ask how your partner defines a successful project. Do they track things like on-time delivery, accuracy, and client satisfaction? And more importantly, do they take the time to understand what matters most to you?
We start by learning your goals, so we can focus on the metrics that actually support them.
We check in regularly, track performance, and take your feedback seriously. If something isn’t working, we’ll fix it. If something’s working well, we’ll build on it.
For us, success isn’t just about hitting deadlines. It’s about making your job easier and your marketing campaigns more effective.
Marketing moves fast. Deadlines shift, priorities change, and sometimes content needs to go live yesterday. That’s why turnaround time and flexibility matter just as much as accuracy.
Ask how your translation partner handles urgent requests. Do they respond quickly when things change? Can you reach a real person when you need to?
At The Translation Team, we work like the team behind your team. You’ll have a dedicated project manager who knows your brand, your timelines, and how to prioritize when things get busy. We stay in step with your schedule and communicate clearly, so you’re never left chasing updates or hoping for the best.
The right translation partner doesn’t just deliver words. They support your team, protect your brand, and help your message reach your audience, no matter who or where they are.
That takes more than fast turnarounds and low rates. It takes a consistent team that learns your voice, adapts to your workflow, and brings the cultural and strategic insight your campaigns deserve.
That’s why we work closely with our clients to create translations that feel like they came from inside the house because the people working on them know your brand, your goals, and your audience.
If you’re ready for a translation partner who works like part of your team, we’d love to talk.
Get in touch with us today to start the conversation.
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