Agency for international terminology management

In a world full of words, it’s easy to get lost. That’s why effective communication needs clear messages and precise terminology across all touchpoints. Only those who communicate consistently can convey a unified brand message that builds trust and strengthens customer loyalty. As your partner for international terminology management, we make sure your organization speaks a clear and accessible language.

TERMINOLOGY MANAGEMENT

How can terminology improve brand communication?

What is terminology?
Imagine you're in a business meeting and suddenly the conversation shifts to quantum physics. Complex terms like “superposition” and “entanglement” start flying around. That’s terminology, the soundtrack of a specific field. It consists of specialized terms that clearly and precisely represent complex concepts. 

A “concept” is the idea or phenomenon we want to describe. Let’s take the concept of “climate change.” It refers to long-term shifts in temperature and weather patterns on a global scale, mostly driven by human activity. A “term,” on the other hand, is the linguistic representation of that concept, the word or phrase we use to describe it. In German, we’d say “Klimawandel,” in English “climate change,” and in Spanish “cambio climático.” While the concept itself is universal, the terms used to express it vary across languages. 

Terminology is the bridge that connects concepts with the words used to describe them. It enables clear, consistent, and effective communication. Using the right terms in the right way helps avoid misunderstandings and ensures everyone is speaking the same language, even when the words are different.

Why do companies need consistent terminology?
Unclear or inconsistent use of technical terms can lead to misunderstandings with suppliers, business partners, or even your own team. This not only causes confusion and increases the need for clarification but also reduces the efficiency of internal and external processes. In the worst case, a wrong term could trigger costly mistakes, like ordering a bulk delivery of the wrong component. 

On websites and in apps, unclear terminology can hurt conversions. Especially in e-commerce, using different terms for the same product can confuse customers. For example, if one part of your online store uses “sneakers” while another uses “trainers” or “athletic shoes,” customers might not realize they’re looking at the same item. That can lead to uncertainty, mistaken purchases, and ultimately more returns. Inconsistent wording during checkout can frustrate users and cause them to abandon their purchase. 

Consistent terminology improves both internal and external communication and strengthens your brand. As your partner for international terminology management, we help you define, document, and distribute the right vocabulary for your field and industry. Across teams and, when needed, across languages. 

INTEGRATING TERMINOLOGY MANAGEMENT

Terminology management in your organization

Standardized terminology for consistent brand and corporate language
In practice, terminology management is a multidisciplinary task that involves both linguistic and technical considerations. Today, there are many specialized software solutions that allow terminology to be managed centrally, efficiently, and with ease. These tools enable you to maintain a terminology database that stores all company-specific terms along with recommended translations and relevant context information. 

The database can also be initially filled using automated tools. Terminology extraction software can scan your existing content and identify relevant terms. Once identified, these terms can be transferred to the terminology database, where they can be enriched with definitions, context, and translations. 

The terminology stored in the database can then be made available to anyone who needs it—from internal teams to external editors and translators. Some terminology tools can even integrate directly with content management systems (CMS). 

Throughout the process, terminology tools can be configured to work seamlessly together. This integration helps ensure consistency and accuracy across multiple frontends and content channels. As an agency specializing in international terminology management, we’re happy to advise you on which software solutions might be the right fit for your needs.

Terminology management in translation
In today’s increasingly globalized world, multilingual communication is essential across many industries.

Take the automotive industry, for example. A car with a soft roof that can be folded down or removed is referred to as a “Cabrio” in German, a “convertible” in English, and a “cabriolet” in French. While all three terms describe the same type of vehicle, they can evoke different associations, particularly around prestige and luxury. Or consider culinary terminology: the French word “chocolatine” and the Spanish “napolitana de chocolate” both refer to the same pastry, yet each term reflects regional culture and may trigger different emotional associations.

Legal language provides another compelling example. The German terms “Schadensersatz” (compensation for damages) and “Haftung” (legal liability) have distinct meanings. In English, however, both may be translated simply as “liability.” Without proper terminology management, such overlaps can create ambiguity. And in legal contexts, that ambiguity can carry significant risk.

A multilingual terminology database doesn’t just store preferred translations, it also includes clear definitions, context, and usage guidelines. With well-managed terminology, your brand message stays consistent across all markets. Your content tells one cohesive story—in every language, across every cultural and regional boundary.