A global product or service needs to present itself well to a variety of audiences around the world, and the way it achieves that presentation is through its content. If the content on your company’s website is available in only one language, it’s safe to say your messaging will miss its mark with audiences who do speak other languages. And languages are not uniform. A single translation may not be suitable for variants existing within a language.
Translation is only the first step in reaching global audiences where they live. Our expert linguists take your content further than that, by going beyond translation to localization.
Translation vs. Localization
The difference between translations and localization is important to note. Translation is strictly a linguistic process. For example, a translator takes a marketing piece, such as a corporate brochure, and transfers the content from a source language into a target language, respecting grammar rules and syntax.
Localization takes that concept to the next level by adapting the content to its local audience, using phrases and verbiage that resonate with their local tastes and conventions. It is an important step to take with all of your marketing assets such as websites, mobile apps, software, video games, multimedia content and voiceovers
Localization Applied
For instance, the need for localization becomes apparent when your company opts to translate a marketing piece into Spanish. That’s a good idea… but Spanish for where, exactly? Spain, Mexico, Puerto Rico, most markets in South and Central America, and many potential clients in the United States and the Caribbean all speak Spanish, but they certainly don’t all speak it the same way. Think of the differences between the ways English is spoken in Great Britain, Australia, New Zealand, Canada, and the United States; each country has its own phrasing, flavor, and vocabulary – natural to them, and distinct from the others. And if you try to apply a single variant to all markets, you can bet they’ll notice.
What to Look for in a Language Service Company
Selling your product or service in a foreign country means more than overcoming language barriers. A highly effective language service company will work with a team of professional linguists with direct connections and experience in your targeted regions. This team will ensure your content is respectful of local culture, local expectations and local laws for each market.
Audiences listen when you speak their native language. Localization of your content gains the trust and respect of your target audience while helping your company maintain its unique voice across many cultural differences.
When you bring in experts to localize your content, the local public—wherever they are in the world—feels as if you built the content especially for them. This can mean all the difference when they are choosing your product or service over your competitors.
