Welcome to Interpreter Insider, so glad you could join us!
As an Insider you’ll be a member of this limited group of like-minded thinkers with exclusive knowledge about the ins and outs of the interpreting industry – and other related topics. You will have access to insights, experiences, tips and Yellow Owl's personal take on what the future of SASL interpreting may look like.
Thuli Zikalala is the founder of Yellow Owl. This blog is a reflection of her bold decisions made about a year ago that led her to this very moment. It is a collection of the lessons learnt along her journey.
Imagine if you were required to give an eight-hour speech with a fifteen minute or so break every hour – you would be mentally and physically exhausted!
Translation Excellence explains that simultaneous interpreting is a demanding profession requiring unwavering attention to detail and an ability to analyse information at a very fast rate.
It is not uncommon for simultaneous interpreters to work 20-30 minutes at a time to prevent mental fatigue and errors in the interpretation; especially if your event is longer than 2 hours. Then two interpreters are recommended when the subject matter is highly complex with a lot of technical terminology.
By having two interpreters, they can each switch off interpreting and take mental breaks; even when resting from actively interpreting. However, they are still monitoring the original speaker and the interpretation by their colleague and are mentally taking notes (sometimes on paper as well) to insure they are ready to pick up when it’s their turn. The support never stops.
3 Benefits of working with a SASL co-interpreter
Working in a team provides great benefits that enhance the quality of the message interpreted, the experience of the client receiving the message, and it reduces potential errors under high pressure. There have been many instances where I wasn’t at my best emotionally or I just had too much on my mind and couldn’t focus properly – having someone else with me to carry the load proved valuable.
Taken from his book, Pulling Together: 10 Rules for High PerformanceTeamwork by John J. Murphy; I share 3 benefits of teamwork that have helped me overcome stressful situations during interpreting:
1) Teamwork enables better problem solving
When working with a co-interpreter; I gain knowledge and unique perspectives about the assignment that I couldn’t possibly achieve on my own. Together we can apply interpreting strategies that reduce mental pressure and help to amplify the correct information.
2) Teamwork enhances personal growth
Each time I work with a co-interpreter, I walk away feeling more confident and bolder because we’ve created a safe space to address weaknesses and leverage more on our strengths. Honest feedback builds trust and helps to identify blind spots we are unaware of.
3) Teamwork allows for smarter risk-taking
Taking a risk on your own sometimes seems daunting because you are responsible for the outcome. However, when you work with a co-interpreter there is a safety net available should you miss the mark. A co-interpreter should always be on standby to cover your back even when things don’t go as planned.
Conclusion
If you are interested in booking a simultaneous interpreter for your next conference or other event, you may want to consider using more than one interpreter. It will protect the interests of the clients, ensure the emotional and physical wellbeing of the interpreters, and guarantee high-quality accessible interpreted information.
Comments/Questions? Feel free to share your thoughts.
On the 19th July 2023 at the Union Building in Pretoria; President Cyril Ramaphosa made the historical announcement of SASL being recognised as the 12th official language in South Africa. This is a huge milestone for the Deaf community, Deaf education, organisations, stakeholders, families – and of course, SASL interpreters.
The road ahead is long. This is only the beginning of the journey to cultural and linguistic restoration. Now the question is, ‘Where do SASL interpreters fit in?’ ‘What role do we play?’
The importance of Language, Culture & Identity
Professor and Founder of Wits Centre for Deaf Studies at Wits University, Claudine Storbeck explains that the recognition of SASL as an official language is a big step in the right direction. It’s an opportunity for the almost 4 million in South Africa (of whom 600,000 are SASL users) to properly access their human rights in a language they understand.
Furthermore, editorial storyteller Kelsey Holmes of Greenheart Club; emphasizes that language is at the core of one’s identity, with self and others who speak the same language. This connection is such an important part of cultural exchange, building relationships and creating a sense of community.
ValuableTips for SASL interpreters
*Disclaimer: The insights shared here come as a result of being a qualified SASL interpreter with over 10 years experience in the industry. Since 2020, Yellow Owl continues to explore disruptive ideas that are built on a foundation of hard work, practice and mentorship – credibility takes time.
Here are 3 tips for SASL interpreters looking to develop their skills and enjoy a dynamic career path: Create, Collaborate, Community.
– CREATE: Now more than ever, it has become easier to create content, start a business, and build a successful brand – all online. Technology and social media has made it possible to reach a global audience and control the narrative of your own journey and story. Our SASL podcast Signs & Stories on YouTube is one example of how powerful storytelling can change people’s live in a positive way.
I strongly recommend having one or two active social media accounts and start sharing videos, pictures, written blogs or newsletters offering tips and experiences about a particular topic that you’re passionate about. Make sure you have gathered sufficient industry information to verify your content before posting – always do thorough research.
– COLLABORATE: I cannot emphasize how crucial it is to partner with like-minded people, creators, or entities that share the same vision as you. Collaboration encourages teamwork, it provides a supportive environment, and you learn new skills by brainstorming different ideas. This is by far my favourite part of the creative process – building and achieving a goal together.
Work with experts outside your own industry: It could be in science, fashion, catering, motorsport or literature – anything! Yellow Owl has had the honour of doing fun and refreshing work with iconic brands, creative platforms and inspirational individuals. This is because of our appetite to take risks and understanding our role differently.
– COMMUNITY: Find a group of people who share common values with you; this will create a sense of belonging, hope, and unity. A community promotes relationships of trust, empowering one another through knowledge sharing, and using your resources to serve others. It’s a living ecosystem of ideas, problem solving and genuine connections.
Volunteer at an organisation that will teach you a new skill; join an online group that challenges your opinions about social justice; or participate in a cultural activity that will help you overcome a fear. People and relationships matter. Investing time for loyal customers, followers, and friends has helped Yellow Owl grow organically.
Conclusion
SASL language practitioners must work closely together with the Deaf community – get involved and keep learning. Enrol in programmes or workshops that will help you master interpreting skills and sharpen your thinking; stay active in the Deaf community and know what’s happening.
The industry is changing at an incredibly fast rate! We need to constantly adapt, learn, unlearn and redefine our skills set. Let’s invest in the right tools, people and platforms that will elevate us to the next professional level. Leverage on information and technology to stay relevant; put in the hard work and watch exciting opportunities present themselves. Go for it!
Eugene ‘Gene’ Mathey is a lecturer at North West University and has an MA in interpreting. He is a professional interpreter with almost 20 years experience in the industry.
Here are some key takeaways from our conversation.
1) Why is language fluency so important for interpreters?
Having the required language proficiency is the main building block to becoming an interpreter. You need to have a very solid foundation in your first two languages; one of which should ideally be English and one of the South African languages or Sign Language. If you are looking to penetrate the international market, then learning an international language would be beneficial.
2) What does fluency mean?
Fluency means that you are able to sleep, eat, dream, and get angry in that language. It’s a language that you should be comfortable with in any scenario, whether it’s informal, on the streets, highly formal – you have to be able to accommodate any conversation in that language. You need at least two languages as a foundation; if you don’t have them fully developed you’re going to run into trouble
3) What skill do interpreters need?
The ability to speak properly is an important skill and having the confidence to go into an event not fully knowing what people are going to say. Immediately after you are expected to say the exact same thing in another language; making sure that the same feeling, intent, and meaning is conveyed.
Secondly, the ability to think on your feet very quickly is crucial. Interpreting is considered to be ‘serious under pressure voice acting’ because you have to follow what someone else said and act it out.
Another important skill an interpreter needs is a very good short term memory and remember what is being said; coupled with the ability to write things down and note taking.
4) What role does cultural awareness play when interpreting?
Some languages are mono-cultural while others are bi-cultural; and interpreters need to be well-versed in all of that. You need to know the behaviours, struggles, identity issues faced within the community. Interpreters are cultural brokers; it’s you responsibility to make sure that people of different cultures cross the barrier and communicate as if they are from the same culture.
By not being connected to the culture, you run the risk of not being fully culturally aware. The Deaf community needs to feel safe and comfortable with their SASL interpreter; that is less important when it comes to spoken languages because the people don’t really need to know you. This actually works in your favour because can have that sense of objectivity and neutrality: “I’m not here to help you, I’m not on your side. My job is to make sure you can with the other person as if you spoke the same language.
5) Do interpreters need mentors?
Developing your professional career comes with a lot of time and experience; whenever a new interpreters starts regardless of how well you may have trained or simulated – being in a real situation where what you say influences real people’s real lives, puts a completely different pressure on you. It’s okay to make mistakes.
My advice to interpreters in training is: Be honest with yourself and your clients. Tell them that you are still inexperienced and you are willing to do a job without getting paid or working with an experienced interpreter, who can catch up if something goes wrong and pick up the slack. You need to have someone who has been in the game for a while to help and mentor you because each situation is unique and that’s where you need the expertise of someone with experience to catch you when you fall.
Conclusion
One thing that I can say is that if you want to be an interpreter or any kind of language practitioner – go for it! Work is available and there are many opportunities. However, do it with commitment and responsibility because all language practice is centred around people. If not, then don’t do it. You will be doing a disservice to the people you work with and the profession.
THANK YOU Eugene for your time and valuable contribution.
Diversity is important in any workplace and it means more than just making sure different genders, cultures and races are represented. Encouraging an organisational culture that is accepting of everyone, where each person feels valued enough to contribute, is a fundamental part of good business management.
Disability does not mean a lack of ability to perform in a role; instead it’s an opportunity for differently-abled individuals to learn skills, add value, and empower themselves in an integrated workplace environment towards a common goal.
I spoke to Ditebogo Sesana; a Deaf jeweller and a good friend of mine of nearly 10 years. We first met in Lenasia while he was learning about the industry, and I was his novice interpreter. Today he proudly works full-time in a reputable jewellery company, applying all the knowledge acquired over the years. His support and often brutal feedback has contributed to my successful journey as a professional interpreter.
1) Tell us more about yourself and what you do.
I’m from Pretoria, Soshanguve but currently live in Alexandra. I’m a triplet with my brothers and the only Deaf person in my family. My hobbies include playing soccer and spending time with friends. I work at Rare Earth Creations in Randburg; I create, polish and set different jewellry pieces. I’ve been employed here for 8 years and I’m the only Deaf person in the company.
2) How do you communicate with your Team?
We write everything on pen and paper. Our communication is work related and we only discuss instructions needed about jewellery pieces. My literacy skills enable me to understand what is expected of me and I also express any ideas, questions or concerns in writing if I need to.
3) Why is there no SASL interpreter at the workplace?
I’m the only Deaf person here at the company, so to have an interpreter just for one person is not viable. Unfortunately, management also doesn’t have the budget to employ an interpreter at the company. The written communication seems to work well for everyone and I’ve learned to adapt well to the working environment. The Team is satisfied with my performance.
4) Can Deaf and Hearing people work together in the same environment?
Absolutely! There is no difference between us because we can perform and complete the task – sometimes better than our hearing colleagues. What’s important is respect, a good attitude and willingness to learn about people from different backgrounds. Teamwork helps us to work together and focus on the task at hand.
5) Do you think more people with disability should be employed as jewellers?
Yes, we are equally skilled as anyone else. What matters is doing a good job and completing the task; people should learn to embrace differences and keep an open mind in the workplace – then it will be easy to build lasting relationships based on respect. For now, I am the only Deaf person working here – hopefully this changes.
Andrew Greenberg, founder of Contract Recruiter, explains some benefits of employing Deaf and HH employees:
Attention todetail
Jewellery making is very intricate; and it requires much attention to small details that affect the look and feel of the product. Deaf people usually have superior visual ability and hand-eye co ordination needed for handling delicate stones.
Loyalty
The barriers of employment are high for people living with disability due to inaccessible environments, lack of awareness from the employer, and sometimes misconceptions about the type of disability. As a result, when they do find suitable employment, they tend to stay longer because they value the opportunity given to them to earn a living and become independent.
A unique perspective into the workplace
From communication, accessibility, and even culture – people with disability are often vocal about recommending better ways of embracing diversity in the workplace. They challenge the Team to respect differences and overcome any false stereotypes about disability. This approach creates a colourful and vibrant workplace.
Conclusion
Diversity is an attitude we hold towards a certain idea or a group of people which reveals itself in the systems we create in spaces. When truly embraced, an incredible opportunity arises to empower everyone through knowledge and acceptance.
Ditebogo is a great example of how one can use their skills and passion to create a better life for themselves. Being Deaf has not stopped him from achieving his goals, instead it has inspired others to work hard and believe that anything is possible. I’m excited about his future success!
Interpreting is a highly skilled profession that requires linguistic fluency, a good memory, listening skills, intellect, emotional and social awareness. No two days are the same – and this makes each encounter that more exciting!
It’s near impossible to know and understand every single industry-specific jargon; even the most knowledgeable and experienced interpreter will encounter new words and expressions or will need to prepare for a new kind of assignment.
So, as interpreters, we need a way to work with our personal glossaries: organizing terminology, learning it, revising it, and sharing it with others. This is because people, language, communities and culture are constantly evolving.
A vocabulary or word bank is defined as a collection of new words or phrases that a person builds as they learn about different topics. Inspired by Russian Medical interpreter Yuliya Speroff; here are three practical techniques I still use today to build my vocabulary word bank.
1.Make Notes
I still have study notebooks, posters and files that I’ve collected several years dating back to 2016, filled with techniques, industry-specific jargon, and drawings. If digital notes work for you, go for it!
I remember when I started interpreting at a Lenasia jewellery centre in 2012; I had no knowledge of the industry, tools, and the SASL vocab needed to bridge communication for everyone. I created a poster with two columns (English words on the left with the equivalent SASL signs on the right); on a daily basis I added words, phrases and images of terms I struggled with; and asked the relevant people to help me, both the jewellery facilitator and the Deaf learners. With much practice and research, my confidence, skill and industry knowledge grew overtime.
Another example that comes to mind is watching and studying the news interpreters in the small box – pen and notebook ready! Every evening I listened carefully to the headlines, and watched how they signed certain words and phrases – it was very fast paced with lots of concentration. Fast forward a few years later, the same interpreters I looked up to became my mentors and also gave me opportunities to co-interpret several TV broadcasts with them!
2.Stay connected to your community
Language practitioners should be fluent in both their language choices and equally active in cultural communities – stay connected! People are central to who we serve and they are best way to get feedback. Do you need technical jargon? Do you want know what’s happening on the ground? Do you want to be a trusted service provider? Ask your community, they will know.
Commit to continuous skills development, training and mentoring. Become a member of a reputable language body, sign up to a monthly newsletter, or follow upcoming events on social media. This will keep you accountable and up-to-date with the latest trends.
3.Watch, Listen, Read.
Content is king. I often enjoy watching a variety of documentaries such as nature, crime and entertainment; and listening to podcasts about successful entrepreneurs provides insight to scaling a startup business. Reading motivational or self-help books builds character, confidence and resilience for difficult moments.
All this content uses different words, phrases and languages needed to build your vocabulary. Decide which themes are interesting and suitable for your client base then start practicing. Turning captions on while watching videos also creates a visual memory for spelling words correctly.
Conclusion
Interpreters are considered to be ‘walking dictionaries’ because we seem so knowledgeable about any given topic – well, now we know why! Building your word bank will take time, be patient and consistent. Figure out a creative system that works for you – use colour, images, music.
Lastly, share this information with fellow interpreters who may need support. Remember the ultimate goal is to empower more communities to access and enjoy information wherever they are.
Another year of growth. I’m grateful, proud and exhausted. I think this year has been a continuation of the previous year 2020 – by now most people have pivoted their mindsets, businesses and lifestyles to future-proof their environments.
There’s so much to be grateful for: Fulfilling my life’s purpose everyday, my loved ones are alive and well, the opportunities to meet new people and learn new skills. I honestly can’t complain.
As an entrepreneur, my leadership skills have been tested and stretched in every sense possible; today Yellow Owl is well on its way to establishing better systems, a loyal client base, and delivering more valuable services to our communities.
So many people and clients have contributed positively to Yellow Owl’s achievements – however, there are three specific entities I’d like to make special mention of: Lionesses of Africa, the New Generation and Signs & Stories: the silent podcast.
Lionesses of Africa
I’ve been fortunate to being selected for two mentorship programs: The Cherie Blaire Foundation for Women Business Mentorship & the Sunlight Accelerator Program. I got introduced to my mentor Micheal Muchkin and learned from many inspirational business women sharing their stories.
The programs are intensive and require much commitment. Other than that, it’s a great opportunity to network, collaborate and get valuable advice from successful entrepreneurs.
2. New Generation Silver Award
We recently got award the New Generation Silver Award for our collaboration with Cliff Central.com’s Blind History podcast sponsored by Taylor Blinds and Shutters. This accolade is validation that what we do as Yellow Owl matters, a proven model which solves a problem in the online podcast industry. We found a niche in the market and are claiming that space!
I’m excited about reaching new frontiers in 2022!
3. Signs & Stories: the silent podcast
This project is very close to my heart, an absolute dream come true! Another first of its kind for both Yellow Owl, the Deaf community and the podcast industry – a visual podcast using SASL to capture the experiences, stories and shared values within the Deaf community.
Our first episode premiered on 18th November 2021 and the response has been overwhelmingly positive; a few things we can improve as a team, but overall it’s been a great learning curve and milestone towards empowerment and ensuring more inclusive content.
Conclusion
A big THANK YOU to everyone – family, friends, clients, mentors & creative collaborators for their support. Personally, I can definitely look back at 2021 and celebrate several small wins. As an entrepreneur, the desire to inspire people and drive positive change wherever possible, has only gotten more intense!
My message of Hope: Pay close attention to those whispers, in your heart, mind and surroundings. Embrace change & take a bold step each day towards showing up fully – here and now.
I never thought that one day people would look up to me; and ask for my support and guidance as their mentor – the exact same thing I did to my current mentors a few years ago. There’s always that hint of pressure to exceed expectations when asked for advice, because you suddenly realise that what you say to the person could make or break their career.
“Thuli, how did you know you wanted to become a professional interpreter?” “What did you study?” “How many years did it take you?” “Please help me get my SATI accreditation, I’m ready.”
These are common questions I get asked often by budding interpreters who want to be just like me.
I recently read a blog by The University of the People about the importance of mentorship: The reasons to either become one or get one. There have been countless moments in my life where I leaned on a trusted friend, manager, or spiritual guide to help shape my future opportunities for the better in various areas of my life.
A mentor is someone you can develop a long-term relationship with that’s centered on growth and development in a specific area. They are soundboards, sages, and great listeners. As an entrepreneur, I am fortunate to have two significant mentors to offer guidance on my journey: Melanie Hawken, CEO of Lionesses of Africa and Michael Muckian from the Cherie Blair Foundation Women in Business Mentorship Program. Their patience, words of wisdom and objective perspective has given me the courage to continue along my journey boldly.
Here are three benefits of having a mentor:
Broadens your professional network
Mentors are usually well-connected and liked by people in their industry. They can introduce you to decision-makers who can open doors, bring more exposure your business, and drive potential customers to your products or services.
The past few months of building relationships with Melanie and Micheal has given me access to exclusive accelerator programs, financial advice, and some media coverage on social media. Each encounter builds my confidence and clears the path for me grow from strength to strength.
2. Learning from their experience
Mistakes will always happen, but the good thing about having a mentor is that you don’t have to repeat the same mistakes they made in the past. This will save you time and resources, while allowing you to advance on projects that will bring in profit.
A common mistake that both my mentors recalled was trying to do everything on their own with delegation or asking for help. They emphasize that team work is the best and fastest way to achieve a big goal – I just can’t do it alone. Sure, it will require an element of trust, support and patience; empowering others should be the end in mind.
3. Doesn’t cost much money
Mentors are a priceless asset that offer their golden nuggets of knowledge for free; of course the price you pay is commitment, time, and perseverance which in the end are worth it.
My personal motto is “Ask for time, not money”. I’ve learned that people are usually busy and don’t have enough time on their hands; so when my mentors avail themselves I make sure to keep my diary open and always show up. It’s time we can’t get back – so I honour my commitment to meet with them. This builds trust and shows that I respect the sacrifices they’ve made to invest in me.
On the flip side; I too have transferred my skills and knowledge to others personally and professionally. I’m currently mentoring an interpreter with great potential: she wants to get accredited, learn more entrepreneurship, and build her reputation within the industry.
It takes commitment, patience, honesty and clear goal-setting, all over a period of time.
Here are some lessons I’ve learned about being a mentor:
It validates my knowledge
This is an opportunity to share my knowledge, experience and tips about the interpreting industry, entrepreneurship, or life skills. Paying it forward is important to me because I acknowledge that my success is credited to other people who believed in me and took a chance on me .
I often recommend which courses to study in order to fast-track their career and skill set; I listen as they express their dreams, goals and struggles; and share practical information like links, videos, blogs to research and explore.
2. Sense of purpose and vision
When I realised my ‘Why?’ it changed everything. I became more intentional about who I spent time with and what I focused my attention on – every moment is so precious.
I want my mentees to discover their own passions and go for their dreams. I want to inspire them by being a role model to them; showing them the possibilities of believing in yourself; and that hard work really does pay off. Although it’s not always easy, having a clear vision fuels my passion when I feel like giving up. I have something to go back to as a reminder of why I started in the first place.
3. Develops leadership and communication skills
Mentors are leaders. They are responsible for steering another person’s dream of becoming more in life; they often need to initiate conversations and ask tough questions that may cause discomfort.
Having good communication skills requires self-awareness. When I acknowledge my own thoughts and emotions, it becomes easier to emapthise with someone else who may be struggling with a certain area in their life.
Lastly, as a leader and mentor it’s important to lead by example. My actions are constantly scrutinised by others to ensure I so what I say; this is so important for building trust with mentees and stay accountable.
Conclusion
The relationship between a mentor and mentee has to be genuine – it shouldn’t be forced or else it will eventually become too technical. Honestly, there is a special connection between the two of you; when this crucial first step is done right, the relationship grows into a beautiful friendship based on trust, vulnerability, support and great fulfillment.
Help others get what they need and I promise you – opportunities and blessings will return to you in astounding ways, at the perfect time. Remember to pay it forward and play your part in contributing positively to the community around you.
As we celebrate the first year anniversary of Yellow Owl’s existence, we reflect on our journey and celebrate the small wins. Progress is a powerful motivator to drive inspiration, even when setbacks happen.
I recently read an article published by Harvard Business Review explaining that acknowledgment of the best and the worst days are central to innovation in any creative environment. Emotions run high when things go according to plan: excitement, joy, happiness, satisfaction and validation. But the same is true when we hit a dead end: self-doubt, frustration, darkness, worry and temptation to quit. It’s all part of the journey.
The progress principle highlights that true motivation lies in ordinary everyday wins – we should try and find at least one thing to celebrate, an achievement, a victory lap, a tick on the to-do list. Some of Yellow Owl’s greatest moments over the passed year include taking the bold step to register the business and putting ourselves out there, particularly online for everyone to see.
Another proud moment has been collaborating and pioneering with leading brands, organisations and content creators like CliffCentral.com, Mav Inc., The Mayors Office & Lionesses of Africa to make valuable information more inclusive using SASL interpreting. There’s so much to be grateful for!
Equally discouraging has been the rejection from incredible digital platforms who unfortunately can’t see possibility beyond their own fears and rigid business model. Nothing happens over night, and patience is one painful trait that gets better with time – just wait, it will come. Sometimes failure and setbacks are not always a true reflection of the value we offer – sometimes it’s other people who don’t understand the bigger vision, they just don’t get it.
Some helpful tips to keep you going when the going gets tough: surround yourself with supportive, accountable and positive people. Secondly, remember your WHY – very important when it feels like you are losing direction. Lastly, create practical deadlines and timelines to keep track of progress made.
THANK YOU to everyone who believed and continues to invest in the vision of Yellow Owl. Here’s to more extraordinary interpreted stories, pioneering, and collaborations. Onwards and upwards!
Happy creative, a marketing agency based in the UK, reveal that market research is a crucial part of any business. Although businesses may think they know who their target market is, after some research, they are often surprised – and pivot their strategy to match the data collected.
Here are three benefits of conducting market research they mention:
1. Not as Costly as You Think
Using online surveying tools or just asking your customers both provide great places to start in terms of keeping your costs down and they don’t have to take as long as you might think either.
We used Google Forms to develop and design our survey. It’s simple to use, you can customise the settings, and it’s free – the only cost is your time.
2. Reveals Opportunities
Research often reveals new areas or upcoming trends that have not yet been noticed. This is particularly important because if the business had not done the research, It is much better to be prepared for these instances and move quickly to benefit from first mover advantage.
3. Reducing Risks
By knowing who your target market is and what their expectations are; a business can reduce risk significantly because the data collected can help save money by not targeting inappropriate recipients. Most small businesses have limited resources so conducting research is effective and efficient for maximising time, money and resources.
Yellow Owl Survey: Background
The aim of the market research was to understand the online experience in the Deaf community; and explore their frustrations, barriers, opinions, and suggestions to improve. The data collected will be used to identify gaps in the digital market for content creators and brands; provide solutions in making online information more inclusive and accessible; while encouraging collaboration and innovation.
We conducted our online research between the 24th – 30th May 2021. The 60 respondents ranged from identifying themselves as culturally Deaf to being Hard-of-Hearing; and majority resided in Johannesburg, Cape Town, and KZN. From the pool of 60 participants, 7 individuals were selected for in-depth video recorded interviews. These interviews were aimed at further engaging their responses from the survey and better understanding their personal online experiences. Topical themes were as follows:
Background Information
53.3% of our respondents were male, 46.7% being female.
Age groups ranged from (16-25 years) 10%, (36 -45 years) 31.7%, and (26-35 years) 53.3%.
2. Online Platforms
95% of our respondents use WhatsApp; followed by Facebook 71.7%; and Instagram 56%.
Regarding internet connection, 58.3% use data to go online; followed by 35% having wifi connection at home; and only 6.7% using public wifi connections.
The content people enjoy online watching include entertainment 65%; followed by sports 43.3%; and educational programs came in at 41.7%.
3. What is a podcast?
Respondents were given an opportunity to provide short answers for this question. Majority did not know what a podcast is, while others came close – answers included: ‘Online information via voice’ ‘An episodic series of spoken word’ ‘Interviews and discussions online’ ‘Podcasts should be available in video chat’.
4. Barriers to online information
Expensive data costs came in at 58.3%; poor network connection was a barrier for 50% of participants; and lastly loadshedding affected 38.3% when using the internet.
Furthermore, having no interpreter for online content 78.3%; no subtitles 63.3%; and people speaking too fast 33.3% caused a challenge for users online.
5. Interpreters
Some suggestions were given on how interpreters could improve their skills online: 61.7% said SASL structure needed to improve and 58.3% said socialising in the Deaf community could help interpreters get better.
6. Pandemic
Lastly, the biggest challenge during the pandemic for most respondents was wearing a face mask – as this hid important speech and facial expression needed to convey meaning during communication. While 40% suffered unemployment during these uncertain times.
Conclusion
A good market research should never be underestimated; it could negatively affect your bottomline and customer base. On the upside; it helps a business create new products, establish a good reputation in the industry, and ultimately strategically position the business for future trends.
BrandSimple is a book I highly recommend for any individual or company that would like to be recognised as a successful brand. Everyone is a brand – the key is to start thinking and acting like one. Allen P. Adamson – the author, explains how the best brands keep it simple, and as a result enjoy huge success.
Earlier this year, I re-visited the main ideas of the book and felt inspired to share my practical insights on what I understand a brand to be; and why every individual or organisation should start thinking and acting like a brand – regardless of the industry and the size of the business. The research that I continuously dig up about branding is quite fascinating; all the authors, bloggers, and experts emphasise the same thing: that a brand is more of an experience rather than something we can touch and see. Its driving force is psychological and decisions are made by consumers unconsciously.
With this premise in mind; I would like to apply some fundamental principles to the interpreting industry, first as an individual followed by a business; and hopefully encourage readers to start establishing their own brands.
What is a brand?
A brand is often misunderstood and reduced to the visual elements that make up the brand, such as the logo, colours, shapes and the clothes worn. In fact, branding specialists Ignyte explain that a brand is a mental process of identifying emotions and actions that shape the perception in a person’s mind; it’s a memorable impression created in a consumer’s mind – both positive and negative.
The way that people perceive you as an individual has a huge impact on your reputation – your body language, the words you use, how you engage with others – people are constantly paying attention and making mental notes. So branding, personal or business branding, keeps evolving because you can decide who you want to be known for; and by strategically positioning yourself, you can change and control how stakeholders engage with your brand – this ultimately influences your reputation.
Here are three tips on WHY branding is so important, taken from Forbes.com
1) It distinguishes you from your competition
Your brand allows consumers and stakeholders to know exactly what to expect from you or your business. This is where you communicate specific elements such as your personality, values, purpose, mission – and by using branding road map tools, you are able to direct and measure overall progress. I’m passionate about leadership and driving positive change in my community – I want to be known and remembered for this.
Expressing your shared values and ideas is a powerful way to set yourself apart from your competitors because there is something familiar that audiences can resonate with; which influences them to choose you over someone else. Yellow Owl drives the message of making digital content refreshing, accessible and inclusive to a wider audience through SASL interpreting and captioning – we want to capture the users’ online experience.
2) It drives new business and increases your brand value
Your reputation always precedes you. There is an uncontrollable ripple effect, almost like a chain reaction when people mention your name or business. Word of mouth is also a form of advertising because people may refer your business based on the positive or negative impression they had when engaging you.
The good thing is that if stakeholders perceive you to be reliable and familiar; then new potential clients may find you because of already existing positive mental associations about you – keeping you one step ahead of your competitors!
3) It builds trust
In a world that is constantly changing; we keep looking for meaning, belonging, identity and purpose wherever we can find it. The best way to retain stakeholders in your company is to deliver on the promises you make; an this is the difference between intent and action – if customers will buy your products and actually buying your product.
A brand voice includes elements that distinguish your company from competition advantage that’s easy for people to recognise. Examples of this are your brand story, logo, website, colours and taglines, mission and values. It is important to understand your passion and what you want to be remembered for – what positive impact would you like to make in society.
2) Always deliver on your promise
When you as a person or your business says it will do certain things or provide a certain experience; these are found in your messaging, tagline, launch dates. The expectation created is much higher when the promises are explicit and tangible. On the other hand, subtle promises are more achievable because consumers have more time to process branding signals unconsciously.
3) Persevere and be patient
One of the hardest reality checks is that success does not come over night; it takes a lot of work, consistency and practice. As mentioned in the beginning, establishing a successful brand is multi-layered that includes psychology, philosophy, art and science that continues to evolve over time in structure, experience and meaning.
Conclusion
When I started thinking of myself as a personal brand and being intentional in my business to communicate my vision, purpose and mission – my life changed. I became more focused and strategic about how I spend my time and who I surround myself with, like-minded people who share my ideas.
I would encourage readers and interpreters to be aware that everything they say and do is being watched and ultimately communicates a certain message that may be perceived as pleasant or uncomfortable. If you are currently unsure about how people perceive you, or you know for sure that your reputation is not that good: make a honest introspection about what you want to be known for and start moving into that direction through everything you so and say.
Before long, after some effort, you should see be on your way to building and developing your personal and business brand.
