Within the context of globalisation, companies are looking to export their goods and services internationally in order to increase their market share. However, SME as well as large international conglomerates must adapt to the culture and customs of the targeted country in order to promote their goods or services in the correct way and to project a positive image of themselves to future consumers. Translation is a primary consideration for these companies as it allows future collaborators to understand each other and be on the same wavelength. However, translation is also of primary importance when it comes to marketing, communication and PR. In effect, in order for a company to be truly successful internationally, its products and services must be accepted by the consumers of the targeted country. This is where the need for localisation services comes into play.
Localisation goes beyond a word-for-word translation service as it brings a cultural dimension into play: one must adapt a service or product to the specific region in question. While translation is a bridge between two languages, localisation is a bridge between two cultures. Each civilisation has its own thoughts and values system. As a consequence, the localisation mechanism necessitates a deep understanding of the targeted culture. Localisation can be perceived as a more complete and personal version of translation as it adapts to the needs of its target market while helping its clients with international success.
As well as creating a real link between the product or service and the consumer, localisation is a powerful marketing tool. The “localisation translator” is a real player in the globalisation of the company. As well as translating texts, the translator becomes a cultural ambassador as he is an expert on the market and is able to guide the companies in their globalisation strategy. The “localisation translator” becomes a keystone as the task of completely rethinking the client’s marketing strategy becomes theirs. For example, they must pay particular attention to certain aspects such as colour and its symbolism. The colour for mourning in Europe is black, whereas in Turkey it is red, in Mexico yellow and in many Asian countries it is white. As such, in order to guarantee that the brand will be well received in its new market, it is absolutely necessary to understand the differences in cultures in order to perfectly adapt the product or service for its new public.
Our agency, Bookworm Translations, offers localisation services to companies who wish to promote their services internationally. Our freelance translators come from around the world and are able to use their linguistic and cultural knowledge to serve our clients so that they are truly successful on an international scale.
In summary, localisation adds to the commercial value of translations. It creates a link between the product and the local market which the company wants to infiltrate.
If localisation interests you, please consult the links below for more information:
And finally, in order to convince you that you should definitely use a localisation service provider, please see the examples below of advertising campaigns which were mistranslated with disastrous consequences: