Should you be offering translation or localization services?

 

Should you be offering translation or localization services?

How many times do you see the term ‘localization’ pop up on your LinkedIn feed? Pretty often, right? As common as this relatively new term may be, there are actually heaps of linguists out there who still aren’t exactly sure what it’s all about. If that sounds like you, then hopefully this post will make things a little clearer for you.

Local culture sets the tone

The aim of localization is to make texts both linguistically and culturally suitable for their target audience. In simple terms, this means that the process of translation is not sufficient to fulfill the text’s purpose in the target region and that extra steps must be taken.

These steps can be as simple as adapting time and date formats or can involve reworking visuals and color schemes in some cases. This is because cultural norms affect the way in which a text is received and therefore messages must be modified in order to suit certain regions.

Practically speaking, an advert campaign created by a multinational enterprise such as Coca Cola for the US market, is unlikely to work in Asia. Instead, translators and localizers will have to work in order to modify the wording and style of the campaign to suit consumer tastes in China, Japan, Indonesia, etc.

It may sound a little superfluous at first sight, but failing to invest in localization has the potential to cost companies dearly. There’s the potential to cause offense by using images that could be perceived as offensive, or colors considered unlucky in certain cultures.

So does this mean we should just ditch translation?

Definitely not. In fact, there are a number of text types that almost never require any kind of cultural adaptation. Here, we’re talking about texts such as instruction manuals, medical studies, and scientific research papers.

In these instances, we can say that terminology takes center stage as opposed to cultural nuances. That’s why it’s important to make use of any term bases or other reference material provided, especially if the text is being translated into a number of different languages.

However, if we’re working on marketing campaigns or other creative text types then full localization is almost always required. This essentially gives end users the impression that the content has been created specifically for them since it resonates with their local culture.

But what if my clients won’t go for it?

Let’s be honest: times are pretty tough right now. That means that not all of your clients will be willing to invest in full localization, and that’s okay.

Rather than letting them slip through your fingers, why not schedule a meeting with them to discuss several options? For example, you could suggest localizing a selection of their content rather than opting for a full scale project in order to keep costs as low as possible. 

If they’re working to a tight budget then focus on those texts that are most likely to impact sales in order to help them get the results they’re looking for without ending up out of pocket.

It’s a learning curve

Educating your clients about the long-term benefits of investing in professional language services can never be underestimated. That said, you should take care not to come off as too patronizing.

Both translation and localization are sure to assist your clients on the path to international expansion, but each of them fulfills a specific purpose. It’s important that you know which one works best for each and every project you take on.

Want to know more about the benefits of localization? 

Check out our MD Localization course at TranslaStars.com

 

Written by Helen Hadley