Corporate terminology defines the business, builds the brand, and evokes a specific reaction in the target customer. These terms must be managed and shared across the organization to ensure brand and message consistency across all publications and languages.

Organizations today are under enormous pressure to deliver more information faster than their competitors. New information must be sent to market immediately, to win new customers or maintain existing customers' loyalty. But with multiple authors residing on different continents creating and publishing local content in multiple languages, large-scale enterprises are experiencing significant branding issues:

• The global brand is inconsistent, impacting potential customers and new markets
• Inconsistencies exist in collateral and documentation, confusing existing customers and creating additional burdens on Support
• Products cannot be shipped simultaneously to global markets because localization efforts are not streamlined
• The local marketing team abroad uses out-of-date or incorrect terminology
• Search engine marketing optimization efforts are not increasing sales

Corporate terminology creates a foundation of communication across the organization. It eliminates the need to be geographically connected, or to know the right person in the right department. It enables knowledge to be shared worldwide, without physical connection. Whether delivering information in one language or twenty, it is inevitable that corporate terminology will be used. Terms are words or phrases which describe the business, the service and the product, while:

• Providing a competitive differentiator
• Conveying a unique selling point
• Evoking a particular reaction in a consumer
• Establishing and protecting the global brand

With every author or translator using the right term, companies can achieve remarkable benefits. Managing multilingual search engine keywords ensures the capture of local markets. By reaching markets first, companies can seed the market with their own terms, swaying a favorable public opinion and eliminating the competition before it arrives. Delivering content that is accurate and consistent ensures customers understand the product or service better, reducing the burden on Support and encouraging customer loyalty. Global brand value has increased exponentially, making it critically important that every person in the organization complies with the brand standard.

We improved the quality, accuracy and timeliness of our global product information, and reinforced our worldwide standing for quality and performance.

Siemens Medical Solutions

Enterprise Strengths of SDL Terminology Management

Managing accurate and approved corporate terminology requires more than a word list or a spreadsheet. For optimum streamlined efficiency, a linguistically powerful tool is needed that allows centralized access to a repository of terms.

For the past 10 years, SDL MultiTerm has led the market in terminology management solutions with powerful functionality:

• Extraction methodologies keep terms current and up-to-date
• Centralized storage of terms ensures no term is unnecessarily duplicated while providing one repository for all language combinations for ease of use
• Data is searchable in any direction and any language can be used as the source, making the translation process much more efficient
• Flexible language handling ensures synonyms, antonyms, abbreviations, regional variations and even forbidden terms are managed

Find out more

• SDL MultiTerm - the market-leading terminology management solution

• Are you a translator? Find out how terminology management can improve your translation projects' quality and consistency