I’ve lost count of how many times I’ve heard people say: “Translation is too expensive”, “Translators are more expensive than a mortgage“, or “We’ll just use Google Translate for now.” I get it — when you’re running a business, every expense counts. But here’s the thing: translation isn’t just about converting words from one language to another. It’s about protecting your reputation, building trust, and unlocking growth.

And those are things you really can’t put a price on.

The hidden risks of “cheap” translation

Anyone can run a text through an online tool, especially with AI today, or ask a bilingual colleague or friend for help. It might even look fine at first glance. But one small mistake in a contract, a mistranslated cultural phrase in a marketing campaign, or an awkward word on your website can send the wrong message.

I’ve seen businesses lose credibility because of a poorly chosen word. And once trust is lost, it’s hard (and expensive) to get it back. And I’m not talking about a restaurant menu with a mistranslated dish name that makes you laugh – although some restaurant owners should really invest in high-quality translation services.

An epic translation fail occurred in Italian when Schweppes launched their tonic water, which was literally translated as Schweppes Toilet Water. Italians call the WC “water” so whoever translated tonic water thought it was a good idea to translate it to “toilet water”. Thinking about it, it doesn’t even make sense because they replaced the word “tonic” with the word “toilet”, but anyway…Mistakes like this one, however, can happen if your content is not translated properly.

The same thing happened to American Airlines when they launched their “Fly in leather” campaign in Mexico for their new leather seats. The literal translation was “Vuela en cuero”, which literally means “Fly naked”. Embarassing!

In the pictures, a few mistranslations that have become viral online.

What professional translation really gives you

Good translation is not about the words. It’s about the meaning behind them. A professional translator ensures that your message sounds natural, resonates with your target audience, and reflects your brand’s voice in another culture. A professional translator can localise your content for your chosen target audience and avoid costly and embarrassing mistakes.

In other words, professional translation makes sure your business doesn’t just speak another language — it connects.

Translation as an investment

When you shift your perspective and start seeing translation as an investment rather than a cost, everything changes. Instead of asking, “How much will this translation cost me?” ask, “How much could it cost me if I get this wrong?”.

One mistranslated sentence on your website could lose you a client worth thousands. On the other hand, a well-translated marketing campaign can open doors to entirely new markets.

In this case, Disney is a good example. When their new cartoon, Moana, came out in 2016, it clearly needed to be translated into multiple languages. Did you know that the main character’s name is not Moana, even though it sounds perfectly fine in Italian? The reason? There is a very popular Italian adult actress with the same name. The cartoon couldn’t simply be called like this actress, so they chose the name “Oceania” which reconnects her to the location where the story is set. This was a very smart choice by a very knowledgeable and culture-focused professional.

If you want to learn more about translation pricing, read my other blog post on the topic.

Final thoughts

Translation might feel like a luxury — something “nice to have” when you have extra budget. But the truth is, it’s a tool for growth, reputation, and trust. And those are the foundations of any successful business.

So next time you look at your business strategy, remember: translation isn’t a luxury. It’s your gateway to being understood, respected, and trusted — no matter where your business goes.

If you’re curious about how professional translation can help your business, I’d love to chat.

My name is Katiuska and I am a certified translator, consultant and blogger. I work with Italian, English and Spanish, and specialise in creative, legal and certified translations. I am a Member of the CIOL and the ITI, a Chartered Linguist and I am registered with the Italian Consulate in London and Manchester as a certified translator. I hold a BA in Foreign Languages, a Master of Arts in Translating Popular Culture and Audiovisual Translation and a Diploma in legal and medical translation. I have over five years of experience as a legal assistant to a Notary Public and plenty of knowledge and expertise about translations for use abroad. You can follow me on Facebook and Instagram.