Ensuring brand integrity with terminology management

Successful businesses provide useful products or services – but useful products or services alone do not guarantee a successful business. Building a brand that consistently engages customers through appealing language and logos will get potential customers to try – and eventually – to trust a company’s product or service. When brand language is inconsistent, however, the brand becomes diluted or misunderstood. This results in the loss of potentially loyal customers. Managing a company’s brand language is important for any company, but it becomes vital when a company expands its markets across borders and translates its messages into other languages. Terminology management is an essential tool for both domestic and international businesses in helping them maintain clear and consistent messages.

Text by Emmanuel Margetic

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Ensuring brand integrity with terminology management

A case in point

The Melting Pot, a North American fondue restaurant franchise, is a good example of a company that found out just how essential terminology management can be.

In 2010, The Melting Pot’s successful franchise was ready to expand into Mexico. Its kitchen training material had been translated into Spanish previously – specifically for The Melting Pot’s Spanish-speaking American employees who originally came from various Latin American countries – by the translation service provider MultiLing. Executives from The Melting Pot thought the Spanish they were currently using would be sufficient for the menu and other materials to be used in Mexico. When the Mexican franchise owners visited The Melting Pot’s headquarters in the United States, it became clear that one dialect of Spanish is not always the same as another.

The Melting Pot easily resolved this by having MultiLing ...

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