The challenging situation and the ongoing competition are deriving companies to reach those ways that increases profitability. Usually cutting cost is a predictable part of the process, and localization and translation functions get their share from the savings. As international communication is critical to business and minimizing translation work is not an option, companies try to find methods for cheap translation.
Language standardization means there is a set of already defined vocabulary and guidelines for content writing. But this practice is not good for emotional content like novels because it makes the story repetitive, robot like and monotonous somehow. Though, there is large number of text types that get benefits from the standardization, most probably in the business.
A company can write a style guide or collect a glossary to standardize their communication. Some benefits of language standardization are discussed from business sight.
Brands Become Clearer
An organization should consider the language because of branding. Branding is not just choosing a logo, a name and colors. The vocabulary that is used while speaking about brands or products depicts the audience attitude. Even simple words may also be charged with emotions.
Inappropriate word choices and unintentional meanings harm the brand. It is not like a restaurant offering meals, dinner or any other food. Most of the companies tend to do language standardization but least of them set it as guidelines.
Professionalism and Simplicity Increases
Commonly, an industry carries some set of rules and terms that are known by all the employees and they use them actively. Choosing same words creates ease for the persons of the same industry to communicate efficiently. If there is mutual understanding, it will be much straightforward to discuss things or any phenomena. This advantage encourages companies to adopt the process of language standardization.
There is a lot of information is a single term. Describing a common thing in many different words may create complexity. For example, doctors and lawyers are guided to speak with particular words to reduce the text or speech. It decreases the probability of misunderstanding as well as unclear statements.
User Experience Improves
The process of language standardization plays a vital role in the field of technology. It makes sure that novel innovations try to get unified vocabulary. Technical terms can be critical for users in consumer markets. Still it is much easier to learn single term than multiple that only confuses people.
Software is an application that has single words or some short sentences here and there. But the important is that people should learn to use the tool. By using software the user knows about buttons’ action because every item or action has one expression. Consistency and predictability have an obvious effect on the software quality. So almost every software application use terms like ‘menu’, ‘open’ and close.
Localization is Faster and Easier
To ensure coherent experience across all the language versions, it needs to well understand the original language. Otherwise, all the errors will be multiplied many times. Languages are illogical and full of irregularities. So this is a challenge for translation technologies. Technologies become useful by controlling the language.
Even without machine translation, standardization processes create ease for professional translators also. Translation memories and CAT tools become usable is there will be standardized language. Translators can take advantage of the tools and increase translation speed.