Rebranding or nostalgia ain’t what it used to be

 

This last week, linguists celebrated International Translation Day. Many translator organizations and sites marked the occasion, notably Proz.com, which featured two days of lectures and discussions on the state of the profession. Of course, the speakers mentioned AI numerous times, often in the context of how it impacts the profession. Most importantly, the various speakers analyzed the different ways that translators can continue to make a living given an uncertain future that will definitely include AI. One sentence struck a strong chord: whatever you do, do what you love because your passion affects the quality, which is the most important advantage human translators can have over AI. Furthermore, one lecturer noted there will always be a need for expert translators in specialist fields even with improved AI. In that light, I understand that I need to react to the changes in the market in my over 22 years of translation before it is too late. Unfortunately, I do not receive much pleasure when editing or using AI. Thus, I have decided to embrace my experience, drop my other areas of translation and specialize in one field, specifically Hebrew to English legal translation, as it provides the base for my future in all respects.

When I first started translation in 2004, I knew little of my skills or the translation world and chose to cast a wide net. I started my journey by preparing an inventory of my knowledge, specifically four languages, specifically English, Hebrew, French and Russian, and two areas of knowledge, law and finance. Small translation agencies dominated the market at the time. Thus, it seemed logical to create a multilingual brand with several specializations to catch the most fish. I did not know enough to identify any specific target markets and thus created, in effect, a more general brand.

The market had changed radically since then, primarily due to technology and conglomeration. AI and machine translation of all types have eliminated many market niches, including email and personal translation. At the same time, the same technology has created a strong demand for machine translation post editing (MTPE). On an organizational level, large international corporations have gobbled up one small agency after another, creating large volume, low-cost translation venues at the expense of translator rates. At the same time, it should be noted that many well-paying niches not only exist but are thriving, notably legal, medical, marketing and transcreation, which provide ample opportunity for qualified linguists.

As I considered my future (Yom Kippur is an ideal day for doing that), I finally understood that my initial approach, however relevant it was at the time, is no longer effective. I am now choosing to formally embrace the field I enjoy the most, work most efficiently and am most proficient at [Winston Churchill said it was proper to end a sentence with a preposition]. I will solely focus on Hebrew- to-English legal translation, which is mainly what I have been doing for some 10 years now. I have studied legal writing, especially Plain English. Moreover, I am not only quite efficient in translating and editing legal translation but am more proficient at them than many other translators. Thus, as far as anybody can foresee the future, I feel my career has a solid basis.

Giving up the past is never easy. For that reason, people hold on to objects that no longer have any practical value. I still enjoy reading and speaking French. As for Russian, it is quite a useful language in Israel. I may choose to take on a small appropriate task in those languages. However, there is no feeling like doing a task very well especially if it is something that you enjoy. As for the price of rebranding, it requires redoing my marketing approach but better late than never. It may be fun to look back from time to time but success requires forward-looking.

Focus – how large business do and entrepreneurs can stand out above the crowd

 

[pencil]

Businesses large and small struggle to distinguish their products and services As a rule, a multitude of enterprises strive to sell similar products and services, making it difficult for customers to identify and remember the best option. Larger corporations, having the budget to hire branding experts, are often proficient in creating an identity for a product, generic or not. The result is successful advertising campaigns. By contrast, entrepreneurs, often working alone with little knowledge of the market and marketing, generally create muddled messages. Regardless of actual work experience, it is advisable for freelancers and small businesses to hone their message as the larger corporations do in order attract more customers.

It is fascinating to observe how certain companies brand their products in highly competitive markets. Proctor & Gamble, the owner of head and shoulders shampoo brand, does not emphasize esoteric chemicals or exotic ingredients but instead hammers the message that the product eliminates dandruff, employing an attractive actor in various action segments whose only line is “I don’t” in response to the statement “I didn’t know you have dandruff”. In this manner, the brand is identified with elimination of dandruff. Likewise, Mark Jacobs reinforces the name of the perfume “Daisy” with advertisements filled with models surrounded by daisies, creating an impression of the scent, true or not. In the UK, McCain advertises its frozen French fries (chips in UK English) as the old friend of the family, a part of past and current memories. In practice, they probably taste the same as their competitors but the TV adverts emphasize how one can depend on this brand for a familiar taste. Instead of trying to be all things to all people, these companies focus on one aspect that supposedly sets their products apart from their competition.

Translators, as do many other freelancers, tend to aim wide and, consequently, miss their mark. Many translators have a long statement on how many languages they work to and from, sometimes as many as five languages, with several areas of specialization. Even colleagues ultimately do not remember the exact combinations, not even one sometimes, in the presence of so many details. Potential customers, those that may one day need their services, will almost certainly not recall the message. Almost all translators (mea culpa) tend to list all their combinations and skills on their marketing sites, including their CV’s and websites, on the hope that they will attract more customers. In practice, most translators earn most of their income from one language combination with the other options barely impacting their business. Thus, the wide net approach actually is counterproductive.

Instead, based on the successful campaigns of large companies, freelancer translators  should identify their main service and emphasize it in every manner possible. They can mention other combinations and services but in a form that does not distract from the main message. The goal is identification between the service provider and the service, e.g. Jane Doe, certified Spanish to English medical translator.

Thus, focus is the key for product and service branding. I personally intend to apply this approach on my next website (whenever that is) as well as on any other current or future marketing efforts. In practice, I am a recognized Hebrew to English legal translator, period and want my potential customers to remember it. If the message is clear, the next time potential customers need such a service, they may remember the name. To stand out, being the sharpest pencil in the box is the key.