Archive for the ‘Corporate Language’ Category

Website translated into 14 languages – just like the Canton of Zug’s communication

January 27th, 2014

One canton, 14 languages The Canton of Zug is the first public authority to communicate with its residents and tourists in far more than just the official languages of Switzerland, offering Chinese, Arabic, Croatian and many more. The canton’s website thus makes a significant contribution to integration. With this campaign, the Canton of Zug has taken a pioneering step in Switzerland.

Dr. Marc Höchli, Kommunikationsbeauftragter des RegierungsratesNew residents, tourists and companies: Everyone enjoys easy and open communication in the Canton of Zug. The communication official for the cantonal government, Dr. Marc Höchli, received overwhelmingly positive feedback when the Zug website was put on-line in 14 languages. The associated staffing and financial costs have been kept within reasonable limits.

If you would like to learn more about this Swiss pilot project, you can read the complete article including the interview with Dr. Marc Höchli. You can also find out what it costs to create a website in 14 languages and which cultural issues need to be taken into consideration.

Das Altstadt, das Wahrzeichen von Zug

Website texts & multilingual websites: the right tone closes the deal and makes for persuasive copy

October 26th, 2012

Successful websites capture audiences with effective texts. Presenting information in such a way that the tone and style suit the target group is not an easy task.

The cutting-edge interview with wifimaku founder Jörg Eugster provides insight into the specialist knowledge of Roman Probst with regard to copywriting for the web. Find out how to optimise your own website with texts tailored to your target group. Roman Probst reveals how not only your website texts but also your translations can achieve the desired impact in his specialist article Sprachstil und Mehrsprachigkeit im Internet (Language style and multilingualism on the Internet) on

Other marketing experts also have their say and reveal their specialist knowledge on Wikimafu is constantly updated, available in various different formats and active on all social media channels – providing genuine added value for everyone who is interested in marketing!

Presentation on corporate language and terminology

March 28th, 2012

A picture is worth a thousand words – a good text is like a film.

What is the benefit of corporate language, where can terminology be used, and what is the difference between corporate language and corporate wording? SDL, the market leader for computer-aided translation, organised a best-practice conference for translation agencies in Basel on 16 March 2012. Roman Probst, CEO of TRANSLATION-PROBST Ltd., was invited by the organiser to give a presentation to the company managers of several Swiss translation agencies on the topic of the significance of terminology in the context of corporate language. After a general introduction to corporate language and terminology, Roman Probst elaborated on the importance of terminology work for translation agencies. He explained that corporate language starts with the core values of a company and is then narrowed down step by step to more individual applications and their corresponding rules.

The process is demanding but actually quite simple in principle. The core values are extracted from the company’s philosophy and given a certain tonality. A style is developed based on this tonality, and the stylistic elements are tools to bring the tonality into harmony with every aspect of the company – from its mission statement, headlines, telephone greetings, announcements, letters, brochures and e-mails to presentations, its internet and intranet presence, bill reminders and conversations about the company after work.

A well-planned corporate language strategy delivers a number of benefits for companies. A special product design as well as a standard communication style and the choice of words used by a company allow customers to identify with the company immediately. This is exemplified extremely well by the cult brand FREITAG, one of TRANSLATION-PROBST Ltd.’s regular clients. Uniform keywords also increase the conspicuousness of a company on Google or other search machines.

Some of the participants were amazed to discover that TRANSLATION-PROBST Ltd. offers its customers a free terminology service in order to ensure that their texts and translations display uniform use of specialised terms. Three employees in TRANSLATION-PROBST Ltd.’s Corporate Language Department oversee the creation and management of customer terminology. During the discussion following the presentation, Roman was able to describe the exact process of preparing and updating customer terminology.
You may already know that corporate language consists of all the internal and external oral and written communication exchanged within and on behalf of a company, but do you have any feedback or questions regarding Roman’s presentation, the Corporate Language Department in general, or terminology management at TRANSLATION-PROBST Ltd.? We would be pleased to provide more information. Please contact us by telephone on 0840 123456 or by e-mail at: