When a company decides to expand into foreign markets, it is important to communicate clearly and adapt to the local culture.
How do companies guarantee that their messages are correctly conveyed? The answer lies in the choice between translation and localization. In this article, we will explore the difference between these two processes and the importance of localization for companies.
Translation vs. Localization: how do they differ?
Translation is the process of converting a text from one language to another, trying to maintain the original meaning.
Localization, on the other hand, is the process of adapting the text or the product to a specific market, considering the cultural, linguistic and social aspects. This means that localization takes account of the cultural differences, for example by adapting the graphics to local preferences, modifying the language according to the local culture, adjusting the content to adapt it to cultural and other preferences.
The importance of localization for companies
Localization is important for companies who wish to expand into foreign markets because it helps to guarantee that their products or services are accepted and appreciated by the local audience. Localization can help to reduce communication errors that can damage a company’s reputation. For example, an inappropriate or badly translated advertising message can lead to misunderstandings and, in some cases, permanent damage to the company name.
In addition, localization can help to reach a wider audience. By adapting products or services to local cultural preferences, companies can increase their penetration in a country and gain larger market shares.
How does the localization process work?
The localization process requires specialist skills and a good knowledge of the local culture. In general, the localization process entails assessment of the product or service to identify the areas where changes need to be made to adapt to the local market.
Once the changes to be made have been identified, work can begin on the translation, on the graphics and on adaptation of the contents. For example, a company that manufactures a product for the Japanese market may have to adapt the product graphics to local aesthetic preferences and the technical documentation to the specific terminology of the Japanese market.
In an increasingly global world, localization has become a crucial factor for company success. The choice between translation and localization can make the difference between a product or a service which is accepted and appreciated by the local audience and one that is ignored or even rejected.