What Does Localization Mean in Translation?

Some businesses use translation and localization services interchangeably. It happens because some workers in the marketing industry are not aware of the difference between these two services. Knowing the difference and similarities between translation and localization does benefit your marketing strategy a lot. Aside from that, it is also an excellent way to expand brand awareness and make it more profitable and efficient. First of all, let’s see what translation and localization are.

What Is Translation?

Translation refers to the converting process of the primary language of texts into another target language. In other words, translation changes your content using terms of another language. The translated sentences have the same tone and style as the original text without compromising the true meaning of the context.

What is Localization?

Localization is a broader and more specific process of changing your content to benefit customers from other regions or countries. It works far beyond translation. And most companies seek help from localization services with professional native speakers and localization teams to make the whole process easier. Corporations may have their localization group though.

Localization changes the elements, including the content, suiting the cultural preferences of buyers using their native language. Part of the process is slightly changing the tone of voice, style, and even some expressions or idioms to suit culture and beliefs. Also, the localization team may advise you on how to present your elements, characters, and what should be changed in the UI/UX to fit a new market. For example, a product for the Asian market will be unlike the European one.

Translation as an Element of Localization

Some people may think that translation and localization are alike because both function by converting sentences into another language. The truth is that translation is only a part of localization. Localization is more wide-reaching. It covers not only the translation process but also adapts elements to another culture.

What makes localization significantly different from translation is that it involves not only the word-for-word translation experience. Even big corporations had issues with direct translations of their brand names and slogans and looked odd in a new market. Of course, in such cases, only rebranding may help. And it means more spending. Therefore it is crucial to cover and refine the content to fit language peculiarities and cultures. It gives future clients the most relevant and valuable experience, so they want to stay with you. Localization allows businesses to connect with the target audience as if the context is written specifically for them.

When Do We Need Translation?

The translation is required, for example, for legal documents, especially those used in court trials or hearings. As long as the paperwork contains technical details for lawful purposes, translation is more needed than localization. The process of translation ensures that the information is error-free and transmitted concisely.

Aside from legal documents, translation is also effective for instructional manuals, video transcription, map directions, patent applications, death and birth certificates, and even wills.

When Do We Need Localization?

If you manage a website and want to reach a wider audience, or you want to promote your app, or game in a new market, localization may be what you need. In this case, localization will be better than translation. To reach the goal, you should localize your content and the other elements present on your website, game, or app, including your marketing materials.

Localization is needed to create a better user experience for the local people of your target area. It works by making the service or product more customized and looks native. Localization is used for blogs, websites, mobile and gaming apps, etc.

The Process of Localization

The localization process is a bit more complicated than translation as it requires the localization of the website, app, or game as a whole. The localization process may be different and depend on the culture, beliefs, dialects, and language of a specific location.

Localization involves a deep understanding of the context and meaning of the content to make it more suitable and appealing according to the cultural context and local dialect. Localization services have native speakers from almost all over the world who will ensure that your product or services will be perceived as planned.

Why Localization Matters

Localization is one of the first things you should consider before seeking international growth. The localization helps businesses enter a new market by introducing a product in a more relatable manner that conquers social and cultural boundaries.

Here are some of the benefits of localization services for a business:

• More customers – As we said, localization is far beyond direct translation. It involves adapting and refining the content to satisfy local and cultural peculiarities. Localization is the best way to keep you away from possible pitfalls when expanding your customer reach. Apart from that, it is also beneficial for maintaining 100% customer satisfaction while achieving a more diversified market. When future clients understand your offer, they are more likely to buy it. They will believe that you care about the user experience. Thus, people will recommend you to their friends and relatives. It is also a great idea to have multilingual social media, so your customers may share your content with others, and again, your client base will only get bigger.
• Globalization – As mentioned, localized products can help you overcome cultural barriers, which can speed up the process of entering new markets. Businesses and companies that use localization services have noticed a significant improvement in their market share and customer engagement because of an improved customer base diversification. Localization is a step toward globalization. If your product is localized, you have all chances to become a global company.
• More revenue – You can achieve business growth if you consider localization services to make your products more adaptable to the new market. Localization services can help you minimize or remove the barrier limiting potential customers from reaching you. It is because localized products can reduce cultural obstacles while ensuring that they fit the local market conditions. When a business enters a new market, obviously, it reaches more people and gets more customers. If there are more clients, the business will continue growing, it will get more revenue, and will have more budget to develop and introduce new products, and conquer new markets.

Final Thoughts

To sum up, translation is just one element of localization. Translation changes the text word for word, but localization modifies the context to suit the culture and beliefs of foreign customers. Moreover, it changes not only the language but also the way the context is being delivered. You may choose what is better for you when you know your goal.

If you are still confused between localization and translation, think of localization as a big circle where translation lies inside. If your company is trying to cater to new foreign markets, localization is more helpful than translation.