Translate Your Website and Attract Customers Globally: “Can’t Read, Won’t Buy” – A study by Common Sense Advisory

By | Website Localization | No Comments

The Internet has opened up endless opportunities for businesses everywhere to explore new markets and expand their reach across the globe. And because of this, websites have become the primary channel for many companies to sell, inform, and promote themselves due to their amazing power to make distance, borders and similar obstacles practically disappear.

However, all too often companies make the crucial mistake of forgetting that being present on the Internet or appearing in a search is not enough to secure a profitable relationship with their end users. Successful communication needs proper understanding, which is the first step towards a trustworthy interaction.

A report called “Can’t Read: Won’t Buy” carried out in 2006 by Common Sense Advisory (CSA), a provider of market research in language and technology, gave us some interesting results.  The research surveyed the online buying preferences of more than 2,400 consumers from eight non-Anglophone countries in Europe, Asia and South America, while concentrating specifically on assessing online language preferences and the subsequent impact on purchasing decisions. The results showed that consumers overwhelmingly prefer to buy products on sites where the information is in their own language: most of them would only buy from such sites, while many would even pay extra if the information was in their own language.

A later version of the report was released by CSA in 2014, confirming the earlier conclusions. This time they surveyed 3,000 consumers from 10 countries (Brazil, China, Egypt, France, Germany, Indonesia, Japan, Russia, Spain and Turkey), and the data collected revealed the following:

  • 30% of participants never buy at English-language sites
  • 29% rarely buy at English-language sites
  • 56% either spend more time on sites in their own language than they do in English-language sites, or boycott English-language URLs altogether

The report also highlights that even millennials, who are generally more familiar with the English language, showed a strong preference for information expressed in their own native language. Not surprisingly, financial services was one of the things that consumers were least likely to buy from websites in a foreign language.

The research also draws attention to another interesting aspect of website localization: it’s not necessary to translate the entire website to avail of the benefits which localization services will bring. Half of the participants stated that they would be happy even if only some content appears in their language. In practical terms, the content on a website that should be considered for translation to boost a company’s success in the global market includes:

  1. The landing page and microsite (containing the general information about the site)
  2. Menu items (to improve the customer’s experience of the website—often overlooked due to the company’s Content Management System)
  3. Payment and delivery methods pages (which are crucially important when selling online)
  4. User reviews (as direct reference material to the products on sale, every bit as important as product description)
  5. Customs requirements (for personalization before the purchase and vital post-sale support)

A proper localization strategy should also take into consideration potential problems with the use of specific idioms, graphics and language constructions which might be considered inappropriate by a foreign audience, which is made more prominent by a website’s use of marketing language, slogans and advertising.  Transcreation—translation with the added input of native-language copywriting—can adapt the content in a way that maximizes its appeal to the readers, and at the same time make sure that it does not include content that might be offensive to people in another culture.

The CSA report is considered an important reference on the importance of web content localization and on the consequent impact on sales. However, it is important to keep in mind that tolerance for English-only websites will be on the decrease as more users from other parts of the world gain Internet access. At the time the CSA research was carried out, people who were already online were more likely to be educated, wealthy and young – all factors that have a bearing on English proficiency. Going forward, website translation and localization will become increasingly important as more populations in the world gain access to the Internet.

Also, although the CSA research focuses specifically on sites selling consumer products, it’s clear that website translation and localization services can be beneficial to any business, and not just with the purpose of attracting customers. Considering that over half of Google searches nowadays are made in a language other than English, it’s quite reasonable to assume that many businesses without localized websites are missing out on a significant number of potential consumers.

There is no doubt that content translation and localization is getting more and more important for any company which aims to succeed internationally. Significantly, localization featured as the third leading method for online businesses to market their goods internationally, recognised by 40% of respondents after international advertising (43%) and social media (50%).

If you are planning a translation and localization strategy for your website, the best way to start is by looking at your website analytics to find out where your visitors are from, how they use the site, and how often they tend to abandon it without buying anything. Also, if you can, ask your existing customers located in foreign countries for feedback on what they think of your current content and on ways to improve their experience.

Once you have looked at the data, determined your goals and your target market, and listened to your customers, talk to us at Braahmam to avail of the experience of our experts in website translation and localization services. Contact us on We will be happy to assist you.

The Benefits of ISO 17100:2015 Certification in the Translation Industry

By | Braahmam Spirit, Language | No Comments

What is ISO 17100:2015?

The ISO 17100:2015 is the latest internationally-recognised standard for companies working within the translation industry. It describes the essential requirements for processes, resources and other aspects involved in the delivery of a quality translation service. The ISO 17100:2015 standard applies the terminology used in the translation field by creating a standard structure for translation services.

ISO, the International Organization for Standardization, is a worldwide federation for setting standards that is composed of representatives from a variety of national standards organisations. Founded in 1947, the federation promotes proprietary, industrial and commercial standards in collaboration with international commissions and governmental and non-governmental organizations, with the purpose of setting internationally recognised references within certain sectors through the work carried out by technical committees.


How does it work?

ISO/TC37 is the technical committee which prepared ISO 17100:2015 by transferring the previous European standard, EN 15038, into the ISO framework to create a wider system that could be applied at an international level. Specifically, it defines:

– The resource types—including human resources such as translators, revisers, reviewers, proof-readers and project managers—as well as technical and technological resources;

– The types of revision, such as translator’s revision of their own work, revision done by a second linguist and external review in order to assess the suitability of the translation against the agreed purpose, domain and recommended corrected measures;

– Proofreading and final verification.

As highlighted above, the ISO 17100:2015 certification puts particular emphasis on the procedures involved in the check and revision of the translation, and on the importance of a few extra pairs of professional eyes during the process—revision, review, proofreading and final verification—to achieve the best possible quality before delivering to the client.


What are the benefits?

Being an internationally-recognized standard for quality, ISO 17100:2015 certification is one of the key factors clients should be looking for when seeking out a translation service provider. The benefits to the client of ISO 17100:2015 certification include:

– Increased confidence and reassurance given by the implementation of a recognised specialist standard;

– Assurance that the staff employed by the translation provider is appropriately qualified to undertake the task in a professional and effective manner, to the latest industry standard.

The ISO 17100:2015 certification also brings benefits to the translation providers and their staff, including:

– The ability to offer a quality service through a fully traceable system, ensuring that important work is not lost;

– The ability to compete for contracts that require a recognised management system and consequently increase the client base;

– The confidence to offer a translation service in keeping with the industry expectations;

– Ongoing professional development on the basis of the latest standards and technical requirements;

– Improved morale and motivation as employees follow defined processes and procedures that result in a quality and consistent service being provided;

– A sense of pride that comes from knowing that the company is applying innovative and forward thinking procedures.

Obtaining an ISO 17100:2015 certification is a process that can take between 6 and 8 weeks, during which the translation providers are thoroughly assessed to make sure that their procedures meet the requirements of the certification.

Through the application of such a standard in the translation industry, it is possible to monitor the quality of translations and ensure a high level of accuracy and consistency. This is particularly valued within fields such as medicine, pharmacology and chemistry, where the accuracy of the instructions can become a life-or-death issue. ISO 17100:2015 can therefore be considered a marker of what constitutes a high standard of quality for translation providers, as well as a guarantee of excellence for their clients.

Trusting an ISO 17100:2015 certified company like Braahmam with your business will have the effect of communicating to your customers that your company is keeping up to date to with the latest standard of the translation industry.

Reach out to us, and we will be happy to offer you our experience and expertise for all your projects and requests:


5 Factors to Consider When Choosing a Translation Provider

By | Language, Video Localization | No Comments

Over the last couple of decades, the translation industry has experienced an exponential growth, one that will almost certainly continue into the future. Among the reasons for such high interest in translation services are the access that the Internet has provided to businesses big and small in their attempt to enter the globalized marketplace, and the high levels of movement of people from one region to another of the last few decades—the highest ever witnessed.

The Internet has also given a platform to media-service providers, production companies and online streaming services offering a vast quantity of video content, all of which needs to be translated and subtitled if it’s going to reach people all over the world. In the future, social media channels, as open platforms available to anyone, will become an alternative path more and more for independent authors, influencers and artists in search of a wider global audience.

When choosing a translation service provider, there are some key factors that are useful to take into consideration to make sure that your needs are successfully met by the translation company.



Although the Internet allows us to hire anyone in the world from the comfort of our offices, when it comes to translation and localization, a broad knowledge of the target language and cultural knowhow can make a huge difference to the coherence, appropriate adaptation and usability of the translation. The process of translating involves much more than rewriting each word into a different language: it involves knowing the specifics of the target language in terms of grammar and syntax, according to the context; it requires a deep understanding of the culture and way of life of the people who will be the end users of the translation; it involves localizing what makes sense in one part of the world so that it can make the same sense in another part of the world, without the risk of offending or creating suspicion or doubt in the recipient of the message. There are plenty of examples in translation where the original message either got lost or became unacceptable for the foreign market, creating a big flop and—even worse—attracting the wrong type of attention to the product or campaign in question.

That is why the skills and command of the language of a native translator plays a crucial role in guaranteeing a high level of quality and a correct rendition of your message.


Qualified and experienced translators

Machine translation is getting better and better all the time, and has a great number of advantages. But machine translation must be used judiciously and only in certain cases and even then with a layer of human post-editing to make the translation readable and accurate. Because of the many factors involved in what makes a high-quality translation, machine translation cannot be regarded as a true replacement for human translation—at least not yet. The promises of a quick turn-around and the cost savings associated with machine translation can easily distract from the quality of the translation, which may result in a false economy. A bad translation might not only bring the wrong message to the target audience, but it may make a company look cheap and not up to the standard expected by customers. And in the end the project may need to be sent for translation again, resulting in delays and a bigger cost than what was originally budgeted. In the case of big projects, when there are many languages involved, the damage could be quite extensive and create a massive headache.

When choosing a translation service provider it is important to make sure that the language company has at the core of its business a network of qualified and experienced human translators and reviewers, with the right expertise in the particular field in question.


Quality management process

To ensure a smooth and successful result, along with a network of linguists, a good translation agency should also provide a team of intuitive project managers, capable of understanding your needs and of seeing your project through the various steps of the translation process with precision and attention to detail. Quality assurance is paramount in most cases, but it is crucially important for larger translation projects that require multiple languages and are split among multiple translators per language. Always look for a translation company that offers an in-house team of professional QA specialists and testers who conduct a thorough quality assurance process that includes editing and proofreading: a second set of eyes is indispensable to guarantee an accurate and coherent result.


Experience with glossaries and translation tools

In the case of large or complex projects, it is always better to turn to a translation service provider that deals with the major languages of the world, and has experience working with glossaries, Translation Management Systems (TMSs) and translation memories (TMs). These tools help the linguists to make sure that certain frequently-used words and sentences will be translated consistently throughout the project, and that your company’s core message is maintained across regions. Both glossaries and translation memories represent great language supports not only for the linguists, but also during other steps of the localization process: for example in the recording studio, to make sure that the script-writer and voice-over actor use the terminology originally chosen for that particular project or business. Once a glossary is established, it accompanies the project and guides the linguists along all the different stages, and ensures coherence and correctness in the use of terminology from beginning to end.


Additional services provided

The majority of projects these days require more than simple translation, and that is why the best translation companies tend to offer additional related services like transcription from audio or video, subtitling of videos, voice-over recording, desktop publishing, graphic editing and many others. Finding a translation service provider that is able to offer all these services in one place means that you can avoid having too many vendors to deal with and to coordinate, and consequently this will make the completion of the project much more manageable, as well as cost-effective. It also ensures consistency of results, as your project will be translated and localized according to one set of rules established at the start, without the potential errors introduced by sharing glossaries and style sheets
across different organisations.


For all your translation and localization needs, contact us at:


We are back – with a Bang!

By | Braahmam Spirit | No Comments

On 3rd May, 2019, an extremely severe cyclonic storm – FANI hit the East Coast of India and ravaged Bhubaneswar, the capital city of Odisha, where we have one of our Production offices, and Puri – another coastal city. This was one of the strongest and the most severe cyclone Odisha has ever seen since 2013 and falls under the “high-end major hurricane” category. It is the 10th such cyclone to hit India in past 52 years. The damage has caused a total breakdown of electricity grid and communication network throughout the capital and nearby areas and the life stood still under its spell.

The story you are about to read is about a group of fearless young men and women who decided to stand united and delivered what they committed – with whatever means necessary. This real story is about Braahmam’s bravest team and its determined endeavors against all the hostilities of Fani.

“It’s outside! It’s here! Only god can save this city now!” – Subhransu Mohapatra [Training Department, Braahmam]

On 4th May, 2019, the production center of Braahmam in Bhubaneswar was rendered inoperable by the catastrophic damages delivered by FANI. Also, with no network and electricity, all the operations came to a halt. With telecom towers uprooted and reduced to debris, everyone was stranded with limited stocks of food, scarce water, no electricity and communications network – feeling like a stone age.

The state government, which had already evacuated more than 1.2 million people before the disaster, launched prompt rescue missions to mitigate the post-Fani damages. However, electricity and communication still needed at least 1 week to become somewhat functional.

In the middle of all this, the stationed team of Braahmam did NOT decide to wait and watch and came out with an operational plan. With bare minimum communication, the BBSR team had an emergency meeting with their CEO, Biraj Rath to carry out the plans for a quick comeback. Alas, all their plans were futile without a communication network with the outside world.

Thus, it was decided that the only way to make a comeback is by physically moving to a different place where electricity and network facility can be availed. So, a large part of the operations team made a trip to Keonjhar – a small place 200kms away from the battered city of Bhubaneswar. Upon reaching the spot, the next phase of plan was executed.

A virtual war room was created which was mainly led by our heroic teams of CSMs – Gaurav, Deepak and Tushank and our Account Management team lead by Tanushree. Connected with the CEO and Noida team through very weak and low-strength signals, a meeting was held, and a situational recce was done.

From continuous support of IT team stationed at Noida and Bhubaneswar, the plan to deliver the clients’ projects was rolled out. Slowly but surely, the projects fell in line and their deliveries started. All this was constantly monitored by the key members of the virtual war room. Despite of being outside the comfort zone, the team progressed step by step.  The production team at Philippines doubled their efforts to provide extra cover to the clients. It was totally a team work at the micro and macro levels.

Setting aside their own safety, their family’s safety, the Braahmam team dared to deny all adversities and marched forward with one goal in mind – “Honor the commitment!”

The relocated team spent exactly 10 days before returning back to the original location and resumed work the very next day on 15th May on partial restoration of communication and electrical networks.

This is an ideal and heroic example of how a company should respond, coordinate and work in times of distress and difficulties, as a true test of a team is when everyone is outside their comfort zones. It also demonstrates the will of our staff to clearly respond beyond the normal call of duty and resonates with the spirit of team Braahmam.

At team Braahmam, as a CSR activity, the company has decided to donate to the chief minister’s fund for relief measures with generous contributions from our employees as well.

Today, we are proud to pat the back of our committed staff when we are back to our normal operations nearly 2 weeks after the stone Age feeling.

Hall of Fame

War room [Front to Back]
1.   Tushank – CSM
2.   Pabitra – QA
3.   Amit Sahu – Project Coordinator
War Room [Left to Right]
1.   Vicky Mandal – Project Coordinator
2.   Subham Pal – Project Coordinator
3.   Rudranarayan – Project Coordinator
4.   Deepak Sahu – CSM
5.   Nitish – QA
6.   Biswaranjan – QA
7.   Bijaya – QA

Visit us at tcwolrd India 2019 in Bangalore

By | Event, Language | No Comments

Visit tcworld India to experience top tier workshops and presentations from across the world. The event is being held from 28th of February to 1st March, 2019 at the TAJ, M.G. Road, Bangalore. Braahmam is the official gold sponsor of the entire majestic event. With two days of extravagant exposure to international speakers and skilled personnel, you will get to know all about the ongoing trends and solutions being brought to light in the technology sector. Come and join us at our booth for the exhibition along with our exclusive partner, Smartcat.

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Planning For Success: The Importance of Creating Content That Speaks Volumes

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The Power of Telling Stories

When talking about marketing it is pretty much impossible these days not to mention the word “content”, so much so that in recent years a new term has been circulating amongst the insiders—“content marketing”—to describe:

“… a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action.”

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5 Challenges in Localization that Modern Business Have to Face.

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“The Greatest Obstacle to International Understanding is the Barrier of Language” – Christopher Dawson

Increasing globalization has converted  our planet into  “one big village” that has provided every single person  access to the whole world. Increased globalization has boosted business and provided  organizations with new  landscapes and horizons to achieve. With the whole world now a prospective market everyone wants to expand their business range far beyond national barriers. Read More

SUBTITLING: Why Linguistic and Technical Accuracy is Important

By | Language, Video Localization | No Comments

When adapting entertainment or business communication for a global marketplace, subtitling is one of the options available and has many advantages.

Subtitles can be used as a written rendering of the dialogue or narration contained in a video in the same language as the original audio, or as a translation of the original audio in another language. In both cases, the purpose of subtitling is to make sure that people who cannot hear or do not understand the language spoken in the video can still receive the message.

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5 Points to Check while Selecting Video Translation Service Provider

By | Language, Video Localization | No Comments

With the evolution of technology, businesses are not just limited to the geographical boundary of their own country. What can be better than a video when a business plans to expand its global outreach? The visual appeal of a video can cross boundaries and cultural differences to create communities. However, how can you ensure the same video is effective in different countries and for different, audiences? How can you break the language barrier?  ‘Multilingual Videos’ is the answer! Read More

Tips and Tricks for Video Localization

By | Language, Video Localization | No Comments

We are living in an era where technology has completely taken over our day-to-day tasks. If there is one thing that technology has strengthened the most, it is communication. Communication is the key in every aspect of our life, and that includes the way we do business. Communication through multilingual videos is efficient and convenient for both the producer who wants to convey their messages and the viewer can efficiently   obtain knowledge from it. Read More

Meet us at LocWorld38-Seattle, USA

By | Uncategorized | No Comments

LocWorld, the World’s Leading Localization Conference, also known as “The marketplace of the language industry”, is organised multiple times during the year in different cities around the world, and is dedicated to international business, translation, localization and global website management.

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Video Localization: From Translation to Final Output

By | Language, Video Localization | No Comments

Videos are fast becoming one of the most powerful tools of marketing promotion. According to the survey “The State of Video Marketing 2018” carried out by Wyzowl, 81% of businesses use video as a marketing tool. Out of those, 85% of businesses regard video as an important part of their marketing strategy, and 78% of marketers say video gives them a good ROI. Read More

Dos and Don’ts of Video Dubbing and Subtitling

By | Language, Video Localization | No Comments

Videos are a well-established method of communication these days, and a great way to spread your message. Whether you want to advertise your products, demonstrate a task or simply broadcast a TV show, videos can easily be shared all over the globe in a matter of minutes. However, problems can arise when the received video is not readily understood by the new audience. Read More

Localization: The Art of Making Your Global Message Local

By | Language, Video Localization | No Comments

I remember clearly the expression on my fellow translators’ faces the first time I used the word “Localization” to describe the type of work I was doing. Back then—and it wasn’t that long ago really—I couldn’t even find a resource to look for the translation of the English term “localization” in my own language. The irony of it!

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5 Tips for Home Audio Recording

By | Language | No Comments

There was a time when it was necessary to use an elaborate studio for recording audio.  Modern technology has progressed so far that the days of booking a studio have almost gone.  Although recording studios are still used by large corporations the introduction of cheap audio interfaces, among other things, has meant that quality recording is now available to everybody.
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Waitangi Day

By | Uncategorized, World Events | No Comments

Waitangi Day is celebrated in New Zealand on the 6th February each year.  The day celebrates the Treaty which was signed between forty Māori chiefs and the British Crown making New Zealand part of the British Empire.  The treaty guaranteed Māori people rights to their land and also the same rights as British subjects. The signing of the treaty took place in Waitangi which is located in the Bay of Islands on the North Island of New Zealand.
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Republic Day India

By | World Events | No Comments

Republic Day in India is celebrated on January 26th and is a gazetted holiday. The term ‘gazetted holiday’ is used in countries such as India, Singapore and Australia which were all formerly colonized by the British.

Republic Day came into effect for the first time on 26th January 1950 to honour the day the Constitution of India came into force. Read More

Martin Luther King Day

By | World Events | No Comments

I have a dream that one day this nation will rise up and live out the true meaning of its creed: “We hold these truths to be self-evident, that all men are created equal.”

These are the iconic words spoken by Martin Luther King, delivered on 28th August 1963, at the Lincoln Memorial, Washington D.C.  The ‘I have a Dream’ speech would go down in history as one of the defining moments of the twentieth century.

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