For UK companies expanding internationally, effective communication is more than just a functional requirement – it’s a competitive advantage. Whether in manufacturing, engineering, or marketing, the ability to speak to customers, partners, and regulators in their own language is essential. However, true translation isn’t about swapping words from one language to another; it’s about carrying across meaning in a way that makes sense to the target audience.
The word “translation” itself comes from the Latin translatio, meaning “to carry across.” This perfectly captures the essence of the process. A well-executed translation doesn’t just replace words; it conveys intent, nuance, and cultural relevance. A poor translation, on the other hand, can turn a clear message into a confusing or even damaging one.
For UK businesses, this means recognising that different cultures communicate differently. A phrase that works perfectly in English may not make sense – or worse, may cause offence – when directly translated. This article explores how cultural context, regional preferences, and brand tone shape successful translations, with before-and-after examples from manufacturing, engineering, and marketing.
The Limits of Literal Translation
Word-for-word translation often falls short because different languages structure thoughts, ideas, and emphasis differently. A direct translation can preserve accuracy but lose clarity, impact, or even meaning.
Example: Engineering Terminology
A UK engineering firm exports safety equipment to Germany. Their English-language manual reads:
Before (literal translation to German and back into English):
“You must check the system before the start to ensure the machine works.”
While technically correct, this phrase sounds unnatural and unclear in both German and English. A better translation considers natural phrasing and German preferences for clarity:
After (natural adaptation):
“Before starting, perform a system check to confirm the machine is functioning correctly.”
By restructuring the sentence, the message becomes clearer, aligns with technical writing best practices, and ensures the intended meaning is fully carried across.
Cultural Context: Understanding Local Preferences
Beyond language structure, cultural expectations also shape how information is received. What sounds authoritative in one country might seem abrupt in another.
Example: Manufacturing Instructions for Japan
A UK-based manufacturer expands into Japan and translates its user manual. The original English version is direct and instructive:
Before (word-for-word translation to Japanese and back into English):
“Attach the component securely. If it is loose, tighten it immediately.”
Japanese business culture places high importance on indirect communication and polite phrasing, so this direct tone could seem too forceful. A culturally adapted version reads:
After (culturally adapted):
“Please ensure the component is attached securely. If any looseness is noticed, kindly tighten it as necessary.”
The revised version retains clarity but respects Japanese preferences for indirect and polite phrasing, making it more suitable for the audience.
Brand Tone: Preserving Identity Across Languages
Every brand has a unique voice, whether it’s professional, friendly, or authoritative. However, translating tone is not as simple as choosing words – it requires an understanding of how emotions and intent are expressed in different cultures.
Example: Marketing Slogan in Spain
A British FMCG brand launches a campaign in Spain with the tagline:
Before (literal translation):
“Grab yours today!”
In the UK, this casual and direct call to action works well. However, in Spain, marketing language often embraces a warmer, community-driven approach. A better translation might be:
After (tone-adapted for Spain):
“Enjoy yours with friends and family!”
This retains the urgency of the original message while aligning with Spanish cultural preferences for social and collective experiences.
Real-World Examples: Industry-Specific Adaptation
Translation must also consider industry norms. Technical industries such as manufacturing and engineering often require precise and structured communication, while marketing messages focus on emotional impact.
Manufacturing: Tailoring Technical Content
A UK manufacturer produces high-end industrial machinery and needs to translate product manuals for German clients.
Before (direct translation):
- Step 1: Press the power button.
- Step 2: Adjust the settings.
- Step 3: Begin operation.
While functional, this structure may not be detailed enough for a German audience, which prefers explicit step-by-step instructions with clear safety guidelines.
After (adapted for German technical expectations):
- Step 1: Press the power button and ensure the display screen is active.
- Step 2: Adjust the settings according to the operational requirements outlined in Section 2.3.
- Step 3: Confirm all safety measures are in place before beginning operation.
This version provides additional clarity, following the structured, detailed approach that German technical readers expect.
Engineering: Legal and Compliance Challenges
An engineering firm exporting to France must translate safety labels and compliance documents. UK compliance statements are often straightforward, but French regulations require specific legal phrasing.
Before (word-for-word translation):
“Ensure all safety checks are complete.”
This may not meet French legal expectations, which require more formal liability disclaimers.
After (compliance-adapted for France):
“It is the operator’s responsibility to verify that all safety checks are completed before operation, in accordance with regulatory guidelines.”
This ensures the translation aligns with local legal requirements while maintaining clarity.
Marketing: Reshaping Campaigns for Global Audiences
A British skincare brand expands to the Middle East with a campaign centred on individuality.
Before (original UK slogan):
“Be yourself. Be bold. Be different.”
In many Middle Eastern cultures, collective identity and community values take precedence over individualism. A direct translation might not resonate, so a transcreated version shifts the focus:
After (culturally adapted for the Middle East):
“Confidence shines when we embrace our beauty together.”
This preserves the essence of the original message while ensuring it aligns with cultural values.
Moving Beyond Translation: Embracing Transcreation
For truly impactful messaging, companies often turn to transcreation – a process that goes beyond translation to recreate content in a way that captures the original meaning, intent, and emotional impact.
A well-known example is McDonald’s “I’m Lovin’ It” slogan. In China, it was adapted to “I Just Like It” to better fit local language rhythms while preserving the campaign’s intent.
Similarly, if a UK advertisement relies on a pun or cultural reference, a direct translation won’t work. Instead, a new version should be crafted to achieve the same emotional appeal in the target language.
The Value of Culturally Aware Translation
For UK companies in manufacturing, engineering, and marketing, translation isn’t just about accuracy – it’s about ensuring the message connects with the audience meaningfully.
Businesses can avoid miscommunication and strengthen global engagement by moving beyond word-for-word translation and considering cultural context, industry norms, and brand tone. Whether through careful localisation or full transcreation, cracking the cultural code is the key to successful international expansion.
At Bubbles Translation Services, we’ve been translating demanding technical and marketing content since 2003. With over two decades of experience, thousands of clients, and millions of words translated, we know what works—and what doesn’t—when it comes to making your message resonate globally. Whether you need precise, industry-specific documentation or creative marketing copy that connects with international audiences, our expert linguists ensure your content carries across meaning, not just words. Get in touch today to see how we can help you translate with impact.
