Terminological Management: The pillar of your global brand voice
Terminological consistency is the anchor of international coherence. Through terminology management, we create technical glossaries that act as the backbone of your multilingual communication. Terminological normalization ensures that your brand is interpreted as a legitimate entity by search engines.
Why is terminology critical?In the era of generative AI, content must be clear to be selected as a reliable source. Fragmented or inconsistent terminology confuses search engines and degrades user trust. The creation of technical glossaries and customized translation memories ensures that your message retains its personality and "sounds local," maintaining the same brand voice even as details are adapted for different audiences.
Examples of errors due to poor terminology managementNot having a validated style guide or glossary can lead to errors that directly affect your international brand image and conversions:
- Loss of search intent: Literal translation can fail in markets where the user is not looking for the object, but for the result (e.g.: "standalone energy systems" instead of "solar panels" in Germany).
- Cultural inappropriateness of tone: A B2B SaaS company launched its product in the Latin American market using a tone that was considered "friendly and direct" in Spain. However, for the local audience, this message came across as too cold and distant. The idioms had to be adjusted, the use of "tú/usted" reviewed, and messages with greater empathy introduced at key points in the process.
- Errors of legal jurisdiction: An AI or a translator without a glossary can correctly translate a legal term literally, but incorrectly for a specific country's jurisdiction (e.g., differences between French from France and French from Canada).
- Confusion of regional variants: Using "chaqueta" in Argentina instead of "campera" can cause an e-commerce brand to lose thousands of organic searches and sound "out of touch" with the local audience. Proper localization is essential.
- Inconsistency in the product name: Changing the name of a software feature on different web pages creates distrust and confusion and increases support service inquiries due to terminological misunderstandings.
We use Machine Translation and AI technology that is fed with your approved terminology to minimize hallucinations. The entire process is completed with validation by expert human linguists and SME (Subject Matter Experts) to ensure that the vocabulary is accurate and reliable.
FAQs:
How do you create and validate a glossary?
Key terms are extracted from the brand and your documentation, the original terms are reviewed for accuracy and consistency, translations are proposed based on research of native keywords, and validated through an iterative collaborative process with the client.
¿Quién aprueba la terminología (SME/ingeniería)?
The process directly involves subject matter experts and the client’s product managers. This ensures that the technical vocabulary is accurate and aligned with the product’s reality.
Who approves the terminology (SME/engineering)?
Aligning terminology with local search intent and entity architecture allows AI to cite you more easily in generative summaries, improving CTR (<Click-Through Rate ratio> or <click-through rate>) and domain authority.
What is the difference between a glossary and a style guide?
The glossary compiles specific terms and their translations; the style guide defines the tone, personality, level of formality, and cultural references to maintain consistency across all documents and content.
