It’s a question many are afraid to ask, but one with an important answer: When it comes to the wide world of translation, what exactly is “localization,” and what sets it apart from mere “translation”?
Often abbreviated L10N – with the numeral standing for the number of letters omitted – localization is both an industry term and a distinct practice within professional language services. And for customers facing new markets, the distinction is anything but trivial.
Below, we look in detail at the key differences that set localization apart as an essential practice in multilingual business development.
The Premise for Localization: Why Simple Translation is Rarely Enough
Any company that is looking to reach international markets knows the first step is to translate its product and brand content into the language of the target audience, but is that enough to impress your new potential customers? No matter how well intended, the answer is most likely “no.” Whether it’s an app, product packaging, or technical user guide, a mere translation of the content will not attract customers and can even result in a PR disaster.
There are many reasons customers choose to purchase a product or service which go far beyond whether they can understand the language. Many of these are cultural factors that are not taken into account in word-for-word translations. Others are technical, like how a software interface performs with a language that flows from right to left or that was not intended for the usual length of text that a target language introduces. All of that and more is where localization comes in.
Basic Definitions
Understanding the difference between translation and localization can be crucial to the success of your business as you expand across borders. Knowing the skills required to do each can also help when searching for the right partners to internationalize your brand.
In language services, translation is simply substituting words from one language to another. This is often the result of a machine translation or working with a translator who studied a language academically but has had limited interactions with the people and culture of that language. By contrast, localization involves a much higher level of cross-cultural competence, technical formatting, and in-market expertise. This can include being aware of sensitive subjects, culture-specific phrases, colors, images, and other content that may not be appropriate or make sense for the local market. It also makes the difference between translations that seem to make sense and translations that really get the work of selling products and pleasing customers done.
Worlds Apart: Famous Mistranslations from Famous Brands
In addition to general cross-cultural competence, localization also requires a deep understanding of less obvious cultural and linguistic nuances. Being aware of these nuances can make or break your brand, as some companies have learned the hard way.
One famous example of a translation-gone-wrong is when Coca-Cola first started marketing in China using a name that was often misinterpreted as “Bite The Wax Tadpole.” Although the name was phonetically similar to “Coca-Cola,” the tones of the four Chinese characters used were often misconstrued. After further deliberation, the marketing team embraced the need for localization and came up with a similar sounding combination of Chinese characters meaning ‘delicious happiness,’ which was later made the official Chinese trademark for the brand.
These types of mistakes are often made by companies trying to go global but with little background knowledge about the culture and language of their target market. This is why it’s important to find local partners and skilled professionals to handle your translation and localization needs.
Localize or Translate?
Unlike our clients, language service providers don’t face a choice between offering translation and localization. Simply put, we only localize, as anything less would fail our clients. The only time translation is totally acceptable on its own is when you need an instant solution that will get your basic message across. For example, AI translation apps are becoming more popular and can be helpful when traveling or for looking up individual words on the go. However, they should never be used for marketing or creating content that will be viewed by a broader audience. Using these types of apps for branding purposes is unprofessional and can even damage your company’s reputation.
This is also true when creating your marketing strategies. Just as you would use different marketing channels to advertise your product in China than you would in Mexico, it is also important to localize content so that it is both linguistically and culturally appropriate for your intended audience.
The Importance of Going Global: Localizing for Sustained Success
Our world is quickly becoming smaller. Globalization has increased thanks to the Internet, new developments in the logistics industry, and free and open trade policies.
Translating and localizing your content helps reach new audiences and markets, which can increase profits and revenue. Expanding your business internationally can increase brand recognition and give you a competitive advantage. Making the decision to go global can be a game-changer for your business.
How can CSOFT help with my translation and localization needs?
Our worldwide team of linguists is experienced in all aspects of translation, localization, and even original content creation. Our team of expert professionals can help you overcome the challenges of creating content that will resonate with current and potential customers alike. Our network is entirely made up of native linguists to ensure that the language and tone of our content is not only of the highest-quality but also culturally fluent to deliver the greatest impact for your brand. Whether it is an app, marketing material, or technical documentation, our content specialists are experts in knowing your audience and developing the right content to target them.
What kind of content can CSOFT create for me?
When it comes to multilingual communication, localization coverage for a full range of content areas is essential. CSOFT’s services offer support for all types of content, including:
Do you still have questions about translation, localization, or the services our team can offer?
Call us at +1-617-263-8950 or visit us at www.csoftintl.com.
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