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  • Writer's pictureHernán J. Droguett

Consistency, consistency, consistency.

Consistent terminology is a crucial factor in translation and localization, playing a pivotal role in ensuring effective communication and preserving brand identity across languages and cultures. This practice involves using the same words and phrases consistently throughout translated content, and its significance cannot be overstated.

Here's a real-life case study:

- Let's say, that at the doctor's office, a patient is given a flyer on prenatal care. One paragraph may mention the importance of doing ultrasounds during pregnancy, and even refer the expecting mother to a website where she can learn more on the subject. The flyer in Spanish may say ecografía, while the reader may be taken to a website that uses sonograma or even ultrasonido. This can be very confusing for the reader, as it may understandably create the notion that there are different procedures and not the same ultrasound.

First and foremost, consistency enhances comprehension. When a term or phrase is translated consistently, it becomes familiar to the target audience, reducing the risk of confusion or misinterpretation. This is especially critical in technical or specialized fields, where precise terminology is essential.

Moreover, consistency upholds brand integrity. Businesses invest heavily in developing a unique identity, and inconsistent terminology can dilute that identity, causing confusion or even eroding trust among consumers. Consistent terms reinforce brand recognition, demonstrating professionalism and reliability.

Consistency also simplifies maintenance. Over time, translated content may need updates or revisions. With a consistent terminology framework in place, these changes become more manageable, reducing costs and effort.

Lastly, it aids in quality control. Inconsistent terminology can be a red flag for translation errors, making it easier to identify and rectify linguistic or contextual mistakes.

Full-Circle Translation can help you stay consistent in your next translation project. Shoot us an email to get started!

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