You may only get one chance to impress someone. That’s why companies work hard to develop a strong brand that will consistently convey the value they hope to give their potential customers. Brand loyalty is solidified through dependable performance, but it is often initiated by appealing language and logos. Most companies recognize the need to control how they use and replicate their logos, but many do not appreciate the necessity of controlling and managing their brands’ language.

 

When brand language is imprecise or used inconsistently, a company’s brand will be diluted or misunderstood. This type of brand damage results in less repeat business and lower revenues. The need to manage a company’s brand language becomes even greater when a company expands its markets across borders and translates its message into other languages. Terminology management is a great way for companies, both domestic and international, to control how their brands are understood by maintaining clear and consistent messages.

 

How to Get Started

 

The way to implement a terminology management system, whether it’s for a large international company or a small domestic one, is basically the same. The difference will be, of course, in the scale and complexity of the system. The foundation for a good terminology management system is a database with preferred terms, synonyms, trademarked terms, and conventions for acronyms or unique lingo.

Before this database can be built, however, adequate thought must be given to how to organize and integrate it so that users can easily find and identify the best terms or language for a particular situation. The more thought that goes into the organization of a terminology management system, the more potential problems will be eliminated. With a well thought out system, unproductive searches and disputes over correct terminology will be minimized.

Once a company has worked out the organization for its system, it needs to research and review all of the company’s communications (instructional, educational marketing, etc.) to find common terms relevant to its industry and its particular company. This can be a relatively simple task or fairly daunting one, depending on such factors as size, industry, and location. For example, the more technical the material, the more complex the terminology will be. In the case of reviewing terminology in multiple languages, in-country experts should always be consulted to ensure that the terminology has been accurately understood and translated.

This research and review stage is a continuing process for most companies, because if the review is only done once, over time some of the terminology will become stagnant and irrelevant. When terminology research and review is approached as an ongoing practice, it keeps the company vibrant and its brand strong. (Editor's note: read What is Web Engagement Management (WEM)?)

 

Terminology Issues for Domestic Companies

 

Even though domestic companies do not have to translate their messages into a foreign language, most companies have their own vocabulary of industry jargon. Companies need to designate specific definitions for the specialized jargon unique to their industries and companies so that its meaning can be communicated clearly and consistently. Companies are often so immersed in the language of their industry or organization that they may not recognize when terms or phrases require a definition in order to communicate effectively with current or potential customers. An industry outsider may be a useful resource in determining what is commonly understood and what is not. Once defined, the correct use of this terminology should be carefully maintained. Inconsistent use of jargon leads to confusion and frustration and causes lasting brand damage.