How do you connect with a diverse audience across 44 countries, each with unique language and cultural identity? This question stares into your face once you start to work with your global expansion dreams. Companies often fall into the trap of thinking simple translation will do the work.
So, why do businesses need to localize their content for Europe? How can businesses successfully connect with specific cultures? We will guide you through the localisation process and set your brand up for success in a diverse market.
Understanding Localization
Localization adapts a product or content to a specific locale or market. It involves translating text but also goes beyond that to include cultural, linguistic, and functional adaptations. This ensures that the product resonates
with the target audience and meet their specific needs and expectations.
Why does localization Matter?
Instead of exploring all the details, let’s examine a real-world example to learn the importance of localization. Have you heard what happened with UK-based bank HSBC during its expansions? In 2009, HSBC’s slogan “Assume Nothing” was mistranslated as “Do Nothing” in several languages, leading to a damaging message about its financial services. To correct this costly mistake, the bank spent $10 million on rebranding.
Localization Strategies
Content Adaptation
Translation and transcreation are the two processes through which content is passed in the localization process. Translation defines the simple literal conversion of text from one language to another. Transcreation is the creative process that adapts the source content to fit the target culture with the original message and tone.
Transcreation is necessary for marketing materials, slogans, and creative content where a literal translation might not convey the intended meaning.
Adapting Tone, Style, and Humor
Cultural nuances significantly influence tone, style, and humour. What’s considered funny or appropriate in one culture might be offensive or misunderstood in another. Check out how three of them affect the translation.
Tone: The overall attitude or approach of the content.
Style: The language and format used to convey the message.
Humor: The use of wit or comical elements to engage the audience.
Localization professionals carefully analyze the target culture to ensure the adapted content resonates with the audience and avoids blunders.
Use of Technology
Translation Memory (TM)
A database that stores previously translated text segments and their approved translations. TM helps to maintain consistency, reduce translation costs, and improve efficiency.
Computer-Assisted Translation (CAT) Tools
Software applications that aid human translators in the translation process. CAT tools offer features like terminology management, translation memory integration, and quality assurance checks.
Machine Translation (MT)
MT is the use of software to translate text from one language to another without human intervention. While MT has improved significantly, human translators are required to post-edit it to ensure accuracy and quality.
Working with Native Experts
Collaborating with native translators and local linguistic experts produces the best results. World Link provides localization services in more than 100 languages with native translators. With over 30 years of experience in the field, you can contact the team for a free quote on your projects.
Conclusion
Localization is essential in global businesses’ expansion plans. Staying ahead of the competition means implementing advanced steps to connect with customers. Europe is a competitive market that demands the best approaches during expansion.
