One of the most important dates for the ceramic and tile sector is approaching as the Cevisama fair is reopening its doors after two years. In celebration, we would like to share with you this post about translation in the ceramic and tile industry. Read on to find out why you shouldn’t overlook professional translation in the Spanish ceramic and tile industry.
The ceramic and tile industry in Spain
The ceramic and tile industry is a prime illustration of resilience. It was able to recover after the severe economic crisis Spain suffered 15 years ago, and the health and economic crisis caused by the COVID-19 pandemic. The industry is now showing the same resilience in the face of the dire impact of the armed conflict in Ukraine.
It is able to do so with the help of certain key strategies. These include: investment in technological development; specialisation and the manufacture of high-quality products. These strategies make Spain the leading ceramic producer and exporter in Europe. In fact, export accounted for more than half of sales in 2021.
The return of the Cevisama fair
2023 is a special year: Cevisama––one of the most important fairs in the ceramic sector worldwide––is back at last. This year, it will be held between 27 February and 3 March in Valencia and is expected to bring together more than 800 exhibitors, as well as attract over 92,000 visitors from the world over.
There is no doubt about the very international nature of this cluster. And the key to reaching potential overseas customers lies in professional translation.
Translation in the ceramic and tile industry
It’s certain that the ceramic and tile industry is highly internationalised. You must also bear in mind that export represents a very large share of turnover. For these two reasons, it is fundamental to be able to communicate in your client’s language.
At Overseas Translations we offer you the cornerstone for establishing new trade relations and business opportunities as our expert translators meticulously study each and every text to ensure that the translation meets your business goals.
Ceramic and tile industry terminology
One of the greatest challenges in the different branches of knowledge is the specialised language. If you have seen our other posts, you might already know that every branch of knowledge comes with special terms whose meaning is unique to that branch.
The ceramic and tile industry is no exception: technical texts are packed with highly specific lexicon whose inaccurate translation could result, for instance, in incorrect handling or installation. To prevent such mistakes, at Overseas Translations we offer a professional translation service. Our mother-tongue translators are experts in the subject matter and the language to and from which they translate.
So when our clients talk about cracking, bevelling, screen printing, the atomising plant, porcelain tile or white paste or red paste, for instance, they can rest assured that their translation will be handled by specialists. In addition, we create client-specific glossaries and have tools to ensure the application of these appropriate terms, as well as to guarantee quality and consistency in every translation.
Types of translation in the ceramic and tile industry
We know that not all texts serve the same purpose. In the ceramic and tile industry, we recognise two main categories: commercial and marketing texts, and technical texts. Hence, a translator in the ceramic and tile industry must possess versatile skills, techniques and knowledge. Let’s look at these two categories in more detail.
Commercial and marketing texts
This category prioritises the message over content and comprises the following types of translation:
- websites,
- search engine optimisation,
- multilingual SEO,
- magazine articles and press releases,
- brochures, catalogues,
- trend books and many more.
Machine translators aren’t of much use here since these texts depend strongly on creativity. Only a human can compose a message in a foreign language that connects your business with overseas customers. Do you take care and invest in your business image? Make sure to do so in the international sphere as well.
Technical texts
The second category comprises technical translation. When handling these texts, it is essential to convey specialist knowledge accurately and with precision. Technical translation concerns texts such as installation and cutting guides, technical data sheets, manufacturing process descriptions, installation standards, manuals and certifications. A translation error in this category can have serious consequences that go beyond reputational harm.
Make sure that your brand manuals and other technical documentation do not contain errors in terminology or meaning. Don’t take chances and invest in professional translation services with certified quality.
The benefits of high-quality translation and the risks of a poor one
High-quality translation in the sphere of marketing yields many benefits. It strengthens your business relationships with overseas clients, creates new commercial opportunities and conveys a polished and professional image.
Machine translators may work well but not perfectly, and they never produce the same outcome. They often fail to recognise elements such as puns, humour or simply any use of creative language. Have you ever tried entering a slogan or an advertising message into an automatic translator? You will see a futile result that certainly does not work.
Our professional translators have the tools and knowledge to adapt the effect to the target culture. It is not only important to understand your client’s culture, but also to compose a message that connects with them.
The risks of poor technical translation
In marketing, an inaccurate translation can damage your reputation and impede your connection with overseas clients. Translation in the technical side of the ceramic and tile industry is even more delicate. It this case, it is crucial to convey knowledge accurately and with precision, or there may be very serious consequences. These include:
- improper handling and subsequent damage to materials,
- claims due to misdescriptions,
- misunderstandings with your clients and their possible loss,
- lawsuits over translation errors in contracts,
- and many more.
In short: use mother-tongue specialists to produce a translation that is up to your ceramic business standards. Don’t take chances and convey the same professionalism in another language. Don’t let anyone or an automatic translator blacken the credibility of your brand image.
The ceramic and tile industry is one of the most important and exemplary in our country. At Overseas Translations, we are very familiar with this branch as we have grown alongside many leading companies in the ceramic and sintered stone sector, with whom we have been working closely for over a decade.
In fact, we are the translation partner of choice of one of the top marketing and advertising agencies in the ceramic sector @imkmarketing. If you have any digital marketing, website or custom software needs, they are your best bet.
Also, don’t forget that this industry’s main portion of turnover comes from export. That is why it is so important for all professionals within this sphere to invest in communication in other languages. Don’t risk translation errors that could discredit your image or bring about financial losses. Get in touch with Overseas Translations and you will receive an expert translator specialised in the ceramic and tile industry.
