The amount of content being translated these days is staggering – in more languages and quicker than ever before. AI is certainly a driving force here. It is considered to be the silver bullet of internationalization: quick, scalable and cost-efficient.
There’s just one problem: Much of what software like DeepL formulates or translates does indeed look good on its face. But when you look under the hood, you find texts that lack precision in their word choice, may not live up to legal requirements or simply ignore a company’s corporate language guidelines.
The results can be devastating: misunderstandings, exasperation and shattered trust. Ultimately, a company could see its image stained, its market position damaged and its bottom line hammered as a result of such problems. But there is one sure-fire way to solve the problem: creating a well-maintained and consistent terminology system.
In the following interview, Heike Leinhäuser, the Managing Director and co-owner of Leinhäuser Language Services GmbH, discusses the ways that such a brand and industry-specific terminology can be developed, the benefits produced by the use of precise and consistent terms in international communications and the areas of reporting where lawmakers no longer grant any leeway for lingual imprecision.
Heike, what makes consistent terminology such a crucial factor for international companies today?
In today’s digital world, brands are communicating in an unprecedented number of channels. Consistent terminology applied in all touchpoints systematically ensures that technical terms are correctly and clearly applied and that brand messages are uniformly communicated. In every language.
Uniform global communication adds character to a company’s identity. In the process, it also enhances trust, strengthens partner and consumer loyalty – and, ultimately, fuels success. Online marketing is one area where this becomes really apparent.
No matter whether you are talking about a website, on social media or in an app: Consistent terminology and language prevent ambiguities that, in the worst case, could reduce conversions and spoil the user experience.
Correct terminology also creates a blanket of legal protection – particularly in annual and sustainability reports in which precise, clear language forms the basis for compliance and regulatory conformity.
We store every company’s own terminology in a specific language system and support it with examples. We create structure and order in a company’s language in the process.
Heike Leinhäuser, Managing Director of Leinhäuser Language Services GmbH
How precisely does Leinhäuser categorize a company’s terminology?
We break down terminology into three central areas that are strategically important for companies. Each of these areas is then broken down into specific user fields.
We refer to these as language systems.
The first language system is that of subject-specific terminology: We group the exact names of specific technologies, products, the financial world or legal standards in the subject-specific terminology – and we do so in all required languages.
The second language system involves the corporate language, that is, a company’s lingual identity. This goes well beyond the branding message. Rather, this system comprises everyday terms as well as organizational names and position titles that have defined the company for years.
Some companies may use the term “personnel department,” while others use “HR” or “people and culture.” Each term means the same thing, but the impact can vary depending on which one is chosen.
We developed the third language system for SEO – that is, digital visibility in search engines. The foundation of this system is a distinct terminology that is based on the target groups’ actual search habits.
These key words generally differ significantly from the technical terms used in an industry. Electricians may use something they call “needle-nose pliers,” while the general public will call the same tool “long-nose pliers.” These are the types of real-world terms that flow into the SEO terminology system – to ensure that content is not only correct, but also findable.
The decision to use a term like ‘personnel department’ or ‘people and culture’ is a decision that affects a corporate culture and the corporate language. We systematically refine this together with our customers – to create a style guide.
Heike Leinhäuser, Managing Director of Leinhäuser Language Services GmbH
Which companies need a terminology system? Only major corporations or mid-sized and small enterprises, too?
In principle, all companies will benefit from the use of consistent terminology, regardless of their size.
Even one-person operations can clearly position themselves by using clear and precise communications. All of these companies can benefit not only in functional terms, but also in terms of their own corporate language particularly regarding their branding.
It could be a one-man/woman operation or a major corporation: A company’s identity is communicated through its language. One thing is frequently overlooked: A subject-specific database stores knowledge – and that knowledge stays there even after employees leave the company.
Companies that consist of various departments definitely profit from uniform terminology databases for a standardized language. Externally and internally.
We use a type of dictionary that contains the terms and synonyms to be applied. We collect what is on hand, sensibly sort the terms and add to them. No matter whether you are talking about marketing, a PR agency, HR or finance: Everyone has access to this online terminology pool. By doing so, we ensure the quality of texts and translations – efficiently as never before.
Heike Leinhäuser, Managing Director of Leinhäuser Language Services GmbH
How? In your experience, which interfaces are particularly prone to problems?
The reality of the business world is that more often than not, individual departments tend to each maintain their own Excel lists of preferred terms – and that includes closely allied areas like marketing and sales.
That’s where we start. As part of a structured data-mining process, we consolidate these fragmented worlds of terms into a uniform glossary.
This is based either on existing lists or approved company content from which we extract relevant terms. We now perform the process of terminology extraction with the help of AI, and we do so very efficiently.
Complemented by precise translations, a company-specific language system is created – a practical dictionary for each individual market.
This glossary forces translators to be consistent – whether among the customer’s own internal teams or at external ones at an agency like Leinhäuser or other stakeholders.
Can you describe this process in a little more detail?
You have to think of a terminology database or term bank as an online tool that has been integrated into the translation process and operates in the background.
Texts and translations are continuously reviewed and adapted accordingly. This enables us to prevent inconsistent terminology and thus mistakes in the translation of specific terminology or corporate language from the start.
We are continuously checking terminology.
All stakeholders can use a web portal to access the database from any place and at any time.
Everyone involved in the process works with the very same terminology: This reduces coordination needs, minimizes mistakes and bolsters the lingual identity of company – internationally.
Heike Leinhäuser, Managing Director of Leinhäuser Language Services GmbH
Do companies underestimate the need for terminology management?
Absolutely!
In the everyday world of business, a lack of clearly assigned responsibilities or budgetary issues frequently cause it to be overlooked.
This is why you will find so many different and partially contradictory collections of terms floating around various departments.
Employees spend lots of time hunting for the correct terms.
Often, our customers aren’t truly sold on the idea of a term bank until after they have run into legal complications.
Can you cite a few examples?
Since 2024, consistent, standardized terminology has gained special relevancy in terms of financial and sustainability reporting.
This is largely the result of the EU’s Corporate Sustainability Reporting Directive (CSRD). Companies are required to disclose information that is clear, comparable and verifiable.
Imprecise and inconsistent terminology can result in audit discrepancies, image risks or even fines. T
his has been well known in the financial sector for years. We have been working with the appropriate language systems in this area for years and complementary country-specific adaptations.
As a result, our customers are ready for audits worldwide.
A glossary prepared by Leinhäuser helps employees quickly prepare precise, legally compliant documents – in every desired language.
Heike Leinhäuser, Managing Director of Leinhäuser Language Services GmbH
Will AI make the job of terminology management obsolete?
No.
Terminology has become much more important as a result of AI.
Too much content is being generated by too many places. Also with the help of AI. A review of terminology consistency is hardly ever carried out.
In particular, non-uniform, AI-generated source texts complicate the job of translating them into other languages. Uniformity, clear context relevance and reliability created by it must be assured.
To understand what I am talking about, I like to picture a terminology glossary as a skeleton for all content produced in a company. This becomes a game changer in internationalization when content teams around the world can access such a skeleton containing clearly defined terminology and corporate language in real time.
Uniform language systems lay the foundation for consistent brand introduction, accelerate brand launches – and help companies create legal protection for themselves.
- Package as a glossary in PDF and XLSX format
- File formats like TBX or online access upon request
- Regular glossary updates containing changes and additions to EU terminology
Order here: terminology@leinhaeuser.com
Editorial Team Leinhäuser
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