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Understanding German Language And The Business Culture

By Author: Mruthula Sweety
Total Articles: 83

It may be the apple of many technology-loving eyes but you must have heard about the rough waters a certain brand ran into in Korean markets when it did not care enough to translate basic instructions and updates in the native language of the market.

This is just one of the many examples to hint that no matter how strong or well-worshipped a brand is, there is no room for turning a blind eye to the significance of translation and it’s no different for the German translation.

Translation, if we translate it into a human context, simply means respect. It shows acknowledgement and acceptance of the differences that a new market incorporates and it allows the brand to say ‘I know we are a little different, but here I am, ready to walk the distance and meet you midway.’

It would be a costly fallacy to assume that there is no distance in the global world we have jumped into today. Globalisation’s impacts aside, there is still a huge difference that separates even the large, top-known markets. American market may be anchored around materialism and marketing’s force but the same won’t hold true for Japanese market where community factors and discipline acquire higher importance. Similarly, a German market is quintessentially composed of its culture’s innate leaning towards technical excellence, engineering muscle, and robust innovation.

The German language is also engineered in a different way, both in written and verbal backdrops. Its syntax, structural underpinnings, and vocabulary are vastly different from other languages.

For a brand looking to set anchors well in this market, it becomes important to steer carefully and take help of smart German translation.

This would not be limited to only branding material or marketing collateral. This strategy would essentially extend into German language translation of the website and other online communication to equip customers with the comfort of purchasing from a now familiar, and hence, credible source.

One should always remember that business is just another way of carving a long-term relationship, and one that is helpful for both, customers as well as individuals. Hence, taking appropriate cognizance of the nuances and subtle differences of the German culture and language, one would have to localise the website as well to communicate to effectively.

Language translation for German markets would have to also cover software localisation and updates that may reach the desired audience at any of the multitudes of touch points today. Whether it is an app, or an advertisement that is trying to convey a marketing message, or a product manual that is designed to supply the necessary information for the use of the prospective customer, it is very crucial to take note of how the language, its usage, and its techniques work.

To pick the right language service providers for German translation would be the starting point. But what is also equally helpful is to pay attention to all the details. Go beyond the website translation. Think about SEO in the German language. Go beyond landing pages. Think about important inner pages that should be in German. Go beyond flyers. Think how German engineers would benefit if the machine specifications are in German.

Language is an important bridge to cross the cultural, psychological, engineering and technological distance that German market may appear to have. Try to make sure that the bridge is not wobbly or incomplete in any way. With the right steps and careful planning, a brand would definitely be able to reach the destination it aims for.

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