GTE Localize

How To Effectively Manage Thai Business Translations (P2)

Posted by Chloe G. on June 10, 2022.

Thai business translation is a must for your global company that will help you increase your brand awareness, conversion rate, and sales in the Thai market.

To bridge the gap between your brand and your Thai customers, you need to translate and localize your content to match well with the local regulations, culture, and expectations.

After part 1, this part 2 will continue to show you core strategies to effectively manage your Thai business translations for all sizes of business.

Thai business translation: Marketing content and digital assets

How To Effectively Manage Thai Business Translation

In addition to internal, legal, and technical documents, Thai business translation also includes dealing with marketing content and digital assets aimed to attract, engage, and retain an external audience: 

  • Press releases
  • Product sheets
  • Landing pages
  • Email templates
  • Paid advertisements
  • Social media content, etc.

Promotional material is difficult to translate literally since it tries to connect with people on an emotional level. Marketing linguists must capture the spirit of the message you’re attempting to communicate and adjust it to the expectations of the Thai market in order for it to evoke the same emotion in the new cultural context – a process known as marketing localization.


#1. The challenge: Global brand consistency

How To Effectively Manage Thai Business Translation 1

Your company’s core message should be reflected as closely as possible in your marketing campaigns. However, staying true to your brand identity may be tough, especially if you strive too hard to cater to the needs of every market.

To put it another way, if you want to keep a strong global brand identity that sets you apart from the competition while also localizing for each area, you’ll need to strike a balance between cohesion and individuality in all of your messaging and assets.

Not only does this apply to copy, but also to graphics and illustrations. For instance, every culture has its own way of perceiving particular symbols or colors: While most people around the world associate red with love, passion, or even danger, in Thailand, the red color represents the blood shed by Thais to keep their independence. So, how can you maintain your brand’s identity while being sensitive to cross-cultural differences?


#2. The solution: Collaborative teamwork and localization management

Approaching the process as a collaborative endeavor between marketing and translation teams is the key. Marketers might ensure that the source text is free of metaphors that would be difficult to translate. They may also ensure that the material reflects Thai language search engine inquiries for international SEO purposes. To put it another way, they may create content that is simple to translate.

Translators, on the other hand, may assist marketers in conveying their concepts through more straightforward wording that is also culturally suited if they are specialists in marketing localization, based in-market, and native speakers of the Thai language.

What’s important for both sides is to be conscious of the other’s needs and limitations, so they can work hand in hand on achieving a result that represents the organization’s brand identity while still being sensitive to cultural differences.

In addition, to increase consistency in marketing localization, additional materials such as brand and communication guidelines, content briefs, and previously approved translations should be made available to both marketing and translation teams.

*** Streamline Thai business translation with a translation management system

When it comes to business translation, a translation management system (TMS) is the most trustworthy technology for allowing teams throughout the whole company to operate more efficiently together.

All business translation best practices are gathered in one place with a cloud-based TMS driven by AI-powered technology, allowing you to:

  • Translate material at a large scale through smart automation
  • Encourage collaborative teamwork in the cloud
  • Integrate with your current technology stack
  • Ensure that the translations are of high quality and consistent
  • Reduce translation expenses by using translation technologies to speed up work
  • Streamline the translation process as a whole


#3. Ensure accuracy and consistency with term bases

When information is updated often and the amount of projects grows, ensuring translation accuracy and consistency becomes a big order to fulfill.

That is precisely how a TMS may assist. Through term bases that act as central repositories of pre-approved terminology across your company, best-in-class TMS systems allow you to take control of every project’s terminology management.

Term bases are glossaries containing industry-specific terms and phrases, together with translations into other languages. They can also contain context for proper usage, term connections, and definitions to ensure that all of your projects are accurate.

Translators get access to the most recent term bases whenever the content is updated or new projects are launched, ensuring that all of your content is consistent across your company.


#4. Integrate seamlessly with other tools in your digital ecosystem

How To Effectively Manage Thai Business Translation 2

A modern TMS should have out-of-the-box integrations with hundreds of different systems, ranging from huge corporations to small businesses, via a REST API, to assist you to meet your business translation demands and automate your workflows from start to finish.

Some of these include: 

  • Content management systems like Contentful, Hubspot CMS Hub, Contentstack, and WordPress.
  • Marketing platforms like Adobe Commerce, Adobe Experience Manager, and Marketo.
  • Storage services like Dropbox, Google Drive, and FTP.
  • Design software like Sketch and Figma.


#5. Bring all things business translation under one roof

By using a cloud-based TMS, managers, developers, subject matter experts, translators, copywriters, marketers, and designers may all be on the same page. It doesn’t matter if your team members are at the office, at home, or on the road.

A TMS will also assist you in establishing a clear Thai business translation and localization workflow, tracking project progress, and, most importantly, inviting other departments and branches of your company to participate in the localization process.

Therefore, whether you are a company with a translation team in place, or you are seeking a translation provider for your Thai business translation services, both should have a TMS to smooth out the workflow and improve consistency throughout the project.


Work with GTE Localize for every Thai business translation

Here at GTE Localize, ensuring that all Thai business translation projects are accurate and that our customers are ultimately satisfied with our work is always our top priority.  In practice, this goal is backed up by a customer satisfaction rate of above 99%. Here are some of the values that have helped us achieve exceptional outcomes:

  • Our translators are Thai native speakers who have earned Master’s or Ph.D. degrees in a variety of fields.
  • GTE Localize is voted as one of the best translation companies in the industry on GoodFirms, having been recognized with ISO 9001:2015 certification.
  • We provide cost-effective Thai business translations that are free of hidden costs. The costs will be spelled out in detail in our contract before we begin our translation process. There are no more charges after that.
  • We actively conduct a Quality Assurance round or an internal LQA round for 100% of our projects to ensure that you receive the highest quality Thai business translation and localization services possible. And we will cover the costs of these additional procedures, so you will not be charged any further fees.

How To Effectively Manage Thai Business Translations

To get a free test or a free quote for your Thai business translation project, contact our experts here.

If you need more essential localization tips for the Thai market or other Asian countries, you can download our free white paper here.