What: Machine translation uses software to automatically translate text from one language to another. During optional post-editing, the output is reviewed and may be amended by a human translator to improve accuracy and readability. Technical accuracy cannot be guaranteed. There would be no application of a company-specific tone of voice.

How: Imprimatur uses its own machine translation engine and those of other vendors; Imprimatur selects the best performing or most appropriate engine for a language pair or subject matter, as the output for each language varies between systems. Imprimatur has experience with statistical, rules-based and neural engines. Machine translation can be supported with the use of translation memory tools. Translated content can be published and returned in the same format as received.

Why: Machine translation can be used to obtain a low-cost comprehension of foreign-language content (gisting).

Example: Imprimatur uses edited machine translation to translate press releases in restricted timescales.

What: A human translator adapts the meaning of a text from one [source] language to another [target] to ensure brand integrity, market & cultural relevance, and audience applicability. Copy would be written in a journalistic writing style. Fully reflects a company-specific localised tone of voice.

How: Imprimatur would select a panel of mother tongue translators domiciled in the target market and with specific experience in the subject. During initial recruitment, translators would be provided with a test piece. In the first instance, the test piece would be assessed by Imprimatur using a matrix to record errors. Only two or three outstanding translators in each language would be put forward to the client for final selection. Fully or partially supported by translation memory tools; by not rigorously enforcing TM usage, the translator is given the opportunity to adapt the translated content to best suit the requirements of the target market. Translation can be reviewed in context showing updates and an interactive live preview. Translated content can be published and returned in the same format as received.

Why: Transcreation allows the translator to adapt the translated content to suit the target market. For example, metaphors and similes that are appropriate to the source text can be replaced with different but equivalent material in the target content. The tone of voice employed in the source content can be adapted to optimally match the expectations of the target market.

Example: Customer Books, DMs, eDMs, press releases, web & digital content and newsletters are transcreated to ensure the brand message is conveyed in a local tone of voice for each market.

What: In-house linguists comprehensively review your terminology to pinpoint a single accepted translation for each term, which will then be used consistently in your translations. Definitions, usage instructions, provenance and approval status are recorded for each term.

How: Imprimatur offers a choice of service levels for terminology: a basic service that is limited in scope to a given project and is undertaken at the translation phase; and a company-wide service in which a dedicated terminology tool is identified and then used to build a dictionary that is populated with existing company terminology and additionally with new terminology at the inception of each new project or product launch (instead of the translation phase). Dictionaries are proactively populated, validated and maintained by Imprimatur in conjunction with the client, its country offices and external agencies; the dictionaries are then made available to stakeholders online. All of Imprimatur’s language work is underpinned by a master terminology dictionary that is maintained for each language combination. All translation types use the terminology dictionaries.

Why: Recognising the global nature of product development, sales and communications today, it is imperative that our clients speak with one voice, from a common terminology platform across the entire organisation. Only by rigorous application of terminology can brand consistency be achieved. Internal review time is saved on language projects, and clients achieve familiarity across product families.

Example: Automotive dictionary in 34 languages, maintained in consultation with regional offices, distributors, retailers and external agencies.