Brands with a strong online or digital presence often experience rapid international growth but without necessarily having a major local presence in all the markets being developed. In the absence of local staff that understand the brand and market positioning, disconnects can naturally start to arise between the centrally-crafted marketing messages and what the translated content actually implies.
 
The aim of linguistic review is less about preventing translation bloopers than ensuring that tone, style and terminology are appropriate and support the overall brand identity. Most would agree that the style employed for a Budweiser beer commercial is hardly appropriate for a Disney site aimed at young children. But how do we know, if we are based in San Francisco, London or Tokyo, how content will be perceived in Zagreb, Kiev or Dubai?
 
Our linguistic review services are aimed at answering this question and filling the local resource gap. We achieve this by deploying qualified, native-speaking linguists based in their home country to review translations (from any source) against agreed language style guides, key terminology glossaries and brand guidelines. WordXtra (our extranet) provides a productive environment for either light-touch or intense QA of translated content enabling us to handle 100 or more languages and many thousands of review transactions per month.