Lost in Translation
I recently came across the Translation Isn’t Blind podcast by Adrian Cohn and Kate Fitzgerald of Smartling, a leading translation services company, which follows the SaaS model for companies looking to put their content in front of people from all countries, cultures, and languages. It made me think about all of the things that I have learned in my 14+ years of studying Russian, and the ways in which language learning has enriched my life.
I am often asked why I chose to learn Russian, and the answer has never been entirely clear: I just liked it. It was something that felt natural, a way for me to express myself in a way that English simply wouldn’t allow. Once I had achieved some proficiency, it became a window into another world. I was enraptured by Russian culture — movies, songs, history, politics. It was all so remarkable, and overwhelming. Now, I can’t imagine my life without it.
So, why is it important to value the power of language in today’s globalized world? Well, there are many answers, but I will outline a few that stick out to me in 2020.
Understanding Culture
One of the reasons that I am so fascinated with language is its innate ability to provide a window into the mind of a native speaker. Many people have told me that Russian sounds harsh, that it has a certain “intimidation factor.” I have to disagree. In fact, I find Russian to be a very pleasant language, especially considering that its grammar accounts for feminine, masculine, and neuter, and the endings of words and adjectives flow together in this way. It is also important to note that Russian has strong French influences. Who knew! There is quite a poetic side to the Russian language, and this is mirrored in Russian culture.
In a world in which consumer loyalty is king, brands can no longer afford to risk losing business because of typos and nonsensical marketing pitches.
When encountering someone of a different culture or nationality, it is often evident, from the first few sentences, whether a person understands not only the language, but the culture. For instance, understanding what an эскимо is will give you instant access to the feeling of growing up in the Soviet space. I’ll give you a hint: it’s ice cream! Due to the uniformity of products in the Soviet Union, virtually any person who grew up in Soviet times will understand the exact kind of ice cream that you mean. This is akin to understanding Kleenex as a universal term for tissues — we all understand immediately.
The human experience is built on these tiny moments and impressions that we have each day. So, when you can level with someone in their native language, you immediately gain traction and augment your authenticity. In 2020, companies engaging in global business must understand these nuances to drive their sales and marketing campaigns to match the wants and needs of consumers.
Understanding the fashion trends in Russia, and communicating with that customer base in a familiar way, can lead major players to not only tap into that market, but develop trends and a brand specific to that region. In Russian, you would say that someone with a strong sense of the language говорит местно, which literally translates to “speaks locally.” In a world of eCommerce, localization is everything.
It’s All About Context
If you have ever copied and pasted a large chunk of text into Google Translate and hoped for the best, then you undoubtedly have encountered some of the shortcomings of software, and some of the gaps that need to be filled in by professional translators and interpreters. Whether it’s a missing article, or poor word choice, native speakers are quick to note that the content is foreign, and has been translated into the target language. In a world in which consumer loyalty is king, brands can no longer afford to risk losing business because of typos and nonsensical marketing pitches.
In Russian, the last word in the sentence is generally what is being emphasized. If you want to say “you are cool,” it can be said two ways. крутой ты, which sounds very Yoda-esque to the native English speaker, translates to “cool, you are.” This same sentiment can also be written as ты крутой, but the emphasis has changed. Understanding the intricacies of language in this way empowers a company to tap into the “cool” market, where consumers want the latest and trendiest. Who knew slang could be so useful?
Being informed on the perceptions and perspectives of consumers in a region can be the difference between success and failure for many brands.
So, in today’s market, throwing a jumble of words from Google Translate onto a website to advertise products is not going to cut it. There has to be accuracy, and a deep understanding of the people whom you want to come to your website, view your products, and make a purchase.
Going the Extra Mile
In today’s market, consumers not only appreciate when a brand caters to them and offers unique products, but they will pay more, too! Starbucks is the prime example in the United States — it is trendy, and people are willing to wait 20 minutes and shell out $6 for a latte. I was in Almaty, Kazakhstan when their first Starbucks opened, and it was quite the hot topic.
American culture is often a mainstay in what is considered trendy across the world. So, when Starbucks, McDonald’s, or KFC looks to launch their first store in a country like Kazakhstan, which has not had much exposure to good ol’ Americana cuisine, they need to make sure that the consumers’ needs are met. If you have ever been in a McDonald’s in a foreign country, then you know what I am talking about — there are menu items unique to that region or country, and it keeps customers coming back again and again.
Being informed on the perceptions and perspectives of consumers in a region can be the difference between success and failure for many brands. The things that are your strengths in one country may not be in another. Staying current with shifting consumer demands and being able to connect with your end customer on a human level are what will push brands to the forefront in 2020.
The Final Word
In a time in which consumers have so many choices, brands and companies must go above and beyond to capture the market, and make people believe in their products and mission. There is no better way to do this than to tap into the one thing that unites us — language. Forget the adage that we are “divided by a common language.” We have words to breach that divide.
