How Translations Help Bridge Cultural Gaps

Think about the last time you came across something that didn’t sound quite right — whether it was a product description, marketing copy or an email from a partner overseas. In today’s globalised world, mistranslations and cultural blunders can have a direct impact on businesses, brands and company image. 

As the world shrinks with technology and infrastructure developments, communication becomes more critical than ever, especially when dealing with international markets. 

Besides translating words, you’ve got to capture their meaning and cultural context just right. After all, the audience in both, the original and the target languages, must feel respected. 

In today’s article, we speak to experts from some of the world’s leading translation agencies to find out how translation and interpreting impact global businesses today and what you can do to make sure that your translated content is always linguistically accurate and culturally appropriate.  

Importance of Translation Services in Today’s Business World

The importance of professional translations within the international business environment has increased significantly over the last couple of decades. Today, thanks to technology and globalisation, even locally based SMEs can reach out to overseas consumers, markets and business partners. 

To better understand the role of translation services within the global business sectors, we spoke with professional translators from TS24, which is one the of highest-rated translation and interpretation agencies in the UK. We asked them how translation and interpreting can help businesses in reaching global markets and how important is the translation’s linguistic accuracy.

TS24’s expert said that “the importance of language translations in today’s business world has increased significantly. Today, organisations and companies targeting international markets and trading with global audiences must ensure not only linguistic accuracy, but also cultural relevance. For example, a marketing campaign which works well in one country might cause offence in another. As a result, professional translations are today key to a global success.”  

The specialist translator from TS24 also added: “Working closely with translation agencies which have previous experience with clients from your particular business sector, documents and content is essential to ensure the highest accuracy.”

What Are Idioms and Why Do They Matter in Translation?

Idioms are phrases that don’t make much sense if you take them literally but carry a specific meaning that’s understood by everyone in the know. People globally use idioms in daily conversations because they add a hint of personality — and sometimes humour — to the language. However, these phrases often don’t translate well at all.

Let’s put this to the test. Say you’re introducing a new product line to your international team. You’re excited, and you send an email saying, “We’re going to hit the ground running!” Fast forward a few hours, and your team in Tokyo is frantically Googling what on earth it means to run on the ground and if they should be concerned about your company’s physical fitness.

Or how about “We need to think outside the box”? Over in, say, Berlin, your counterparts might be pondering the true meaning of ‘the box.’ Is it a literal box? A metaphorical box? Or do you need them to deliver a gift for you?

That’s where idioms get tricky. In one culture, they might conjure up the perfect image or action, but in another, they can become confusing or even nonsensical. 

The challenge is that idioms don’t translate in a literal sense. They carry cultural baggage. What’s a “smooth sailing” day in your office might translate as “dangerous waters” in someone else’s. 

Therefore, to avoid awkward moments, understanding these subtleties is essential. Remember, language is as much about context as it is about words. And idioms can make or break the clarity of your message. 

To Use or Not to Use Idioms in Multilingual Communication

Should you use idioms as a business? Well, it’s not as simple as a yes or no. It’s more like, “It depends.” Idioms are great for making your business sound friendly and in touch with the culture. However, a minor error can lead to confusion.

For example, consider a manager saying, “We’re all in the same boat here.” It feels like teamwork and a bit of camaraderie. But throw that phrase into a conversation with your team in a different language, and suddenly, you might have a roomful of confused faces wondering why the boat’s involved.

While idioms make your company seem approachable in your native tongue, they’re not always so approachable across the globe. In fact, they can create communication barriers, leaving your message tangled in translation. The lesson? It’s all about context. Use idioms when they fit (and when you know your audience will get it). 

Top Tips for Translating Idioms Without Losing Their Meaning

When translating idioms, you need to preserve the essence of the phrase without letting the meaning fall apart. Here are some tips to consider. 

• Treat idioms as complete ideas. If you try to translate them word by word, you’ll end up with nonsense. For example, the English idiom “kick the bucket” might become “kick a literal bucket” in another language — an awkward interpretation of “passing away.” Therefore, you must focus on conveying the idea in a culturally appropriate way.
• Capture the emotion. Idioms often carry a playful or emotional undertone. Take “bite the bullet.” Instead of looking for a direct translation, you can explain it as “facing a tough situation with courage.” The goal is to make your audience feel the phrase, not just understand it.
• Leverage local expertise. When in doubt, go local. A native speaker or professional translation services knows how to adapt phrases to fit cultural norms without sounding unnatural. For example, a French idiom like “avoir le cafard” (literally, “to have the cockroach”) means feeling down. A translation service expert would know to translate this sentiment into “feeling blue” for an English-speaking audience.
• Don’t force idioms into new languages. Sometimes, trying to replace one idiom with another creates more confusion than clarity. For instance, if you translate “let the cat out of the bag” into a language where the phrase doesn’t exist, it might create a bizarre mental image. 
• Know when to skip the idioms entirely. Clarity often trumps creativity in multilingual communication. Therefore, oftentimes, the best approach is to avoid idioms altogether. If the phrase doesn’t add value, simplify it. We mean, instead of saying, “burn the midnight oil,” say, “work late into the night.” 

How to Tackle Idioms in Translation with Local Insights

Local insights offer a great way to bridge the gap between literal words and cultural meanings. Here’s what you can do. 

• Understand the culture deeply. Idioms are born from culture and history. So, make sure you spend time understanding your audience’s traditions. For example, while an English-speaking audience might say, “Don’t count your chickens before they hatch,” a Japanese audience might use a phrase like “Tanuki no kawa o zeni ni kakeru” (selling a raccoon’s skin before catching it). Knowing the local equivalent helps you adapt without losing meaning.
• Use culturally relevant references. Localising is about making your audience feel seen. For example, if you’re translating “hitting it out of the park” for an audience that doesn’t follow baseball, consider a reference to a culturally significant sport or activity that conveys the same sense of success. A reliable translation service can help you in this regard. 
• Show that you care about their identity. When you adapt idioms to fit local contexts, you’re sending a message that you value their culture and aren’t just imposing your own.

Conclusion

Accurate translation focuses on the intent and emotion behind the words. It’s about knowing when to simplify and when to let an idiom take a graceful exit. 

When you make translation a strategic priority, you build credibility and even gain a little admiration from your international audience. 

After all, a brand that speaks your language — and gets your culture? That’s a brand worth remembering! And isn’t that what every business is really after?