Intro
As localization and translation are used by small and medium-sized enterprises to expand, the translation industry has now reached an exciting turning point. Localization and translation have emerged as essential tools in the arsenal of SMEs seeking to tap into international markets. As these businesses venture beyond their borders, they encounter the critical challenge of effectively communicating with diverse audiences in different languages. The translation industry’s response to this challenge has been pivotal, enabling SMEs to convey their messages accurately while embracing the cultural nuances that resonate with their target customers.
How to Increase Business Growth Through Localization
More small- and medium-sized enterprises include translation and localization in their business strategy, and the translation industry has now reached an exciting tipping point. further utilizing localization and translation as company development strategies. Large multinational corporations have used this strategy for many years. However, translation is now more reasonably priced as a result of the application of AI technology by translation service providers. This means that localization can help small and medium-sized enterprises develop and succeed.
A Brief Review of Localization
Translation of content is a part of localization. But it goes a little beyond simple translation. It alters texts, marketing materials, and the like to be pertinent to the target audience instead of just translating words for words. Hence, adapting the messaging to the requirements, convictions, cultural setting, etc. of the target audiences.
Your material will be interesting, relevant, and culturally sensitive thanks to localization. Additionally, it entails changing a translation to make it appropriate for a certain locale. For instance, Spanish used in Mexico and written in Spain are two different languages. Similar to how French in Canada differs from French in France or North Africa. Language varies throughout cultures, regions, and countries.
Summarizing Localization
Using Localization To Expand Your Business Here are a few essential measures for putting localization into practice as a business strategy to expand your enterprise.
#1 Do Market Research
Research is a vital component of localization.
Recognize the international markets that your company intends to “grow” into. Regulations, permissions, certifications, and other legal requirements must be understood. Recognize regional taboos and culturally significant topics.
Why is this important? The laws themselves speak for themselves, I suppose. However, if you don’t perform enough research, your brand can come out as offensive or pointless.
As an illustration, the diaper company Pampers entered Japan. It is common in Western culture to have images of a stork delivering a child. But the Japanese market was perplexed by this. A peach bringing the baby would be the equivalent in local parlance. This is something that could only have been discovered after extensive research or if they had hired a native translator.
#2 Select The Languages You Will Localize And Translate Into
The next step is selecting the language(s) you will translate your work into. It may appear easy to do this. However, it’s crucial to recognize that regional dialects might vary.
For instance, Mandarin, Cantonese, Wu, and Min are the most widely spoken languages in China. There are numerous variants and dialects of these. You might as well not translate or localize your material if you enter a market and speak the incorrect dialect.
Which Languages Need Localization? Why is this important? Here’s a reference to a long-gone company for this illustration: Braniff Airlines. They put leather seats in their aircraft in 1987 and made sure everyone knew about it. They changed their former English catchphrase “Fly in leather” to “Vuela en Cuero” in Spanish. In the majority of Latin America, this translation was excellent. Sadly, it was code for “fly naked” in Mexico. Not exactly the kind of thing you want to promote. This just serves to emphasize how crucial it is to choose the appropriate dialect and language. assuring the localization of your content and the native-language editing of it.
#3 Create A Localization Strategy
The adage “fail to plan, then plan to fail” is used in business. It is always the case.
To expand, businesses must create a localization strategy. You must choose the content that you will translate and localize as a company.
Promotional items? Merchandise descriptions? Brand Names? Manuals? Website?
The decision to perform your translations and localizations in-house must also be made. Alternatively, if your company plans to hire a seasoned language service provider and translation platform. providers with the means to employ local speakers and subject-matter specialists.
Why is this important? In addition to the proverb “fail to plan, plan to fail,” we advise small and medium-sized firms to take note of the errors made by well-known international companies. This will guarantee that your company flourishes, expands into new areas, and translates efficiently. The goal is obviously for your company to increase its ROI and expand.
Here’s another illustration of a well-known brand whose sales crashed because of poor planning. When entering China, Mercedes-Benz made the decision to rename its brand “Bensi”. This actually means, “rush to die.” They obviously didn’t have a good localization strategy in place at the beginning.
Use the appropriate imagery and color schemes for your target audience.
Utilize the Proper Illustration and Color Scheme for Your Target Market
Using regionally relevant imagery is really significant. As a business, you should also take care to avoid cultural appropriation and stereotyping. Particularly in the “cancel culture” era.
It’s also crucial to understand that colors have distinct meanings in various cultures.
It is unquestionably necessary to localize colors and pictures, and ideally, a native of the area should check it.
Why is this important? Consider the color red, which is frequently associated with passion and love throughout North and South America as well as Europe. The color red serves as a symbol of bloodshed and human sacrifice in South Africa. Red is the color of fortune and fertility in China. Red can be a symbol of fear, riches, purity, love, marriage, and beauty in India. Red is frequently used as a sign for Surya, the Thai sun deity.
Blue can have both a positive and a bad connotation. For instance, in North America, it can signify serenity and dependability as well as depression and loneliness. In Europe and North America, blue is frequently associated with masculinity, whereas in China, it is frequently associated with femininity. The majority of Asia and the Middle East associate blue with immortality. Blue is thought to ward off evil in Albania, Greece, and Turkey. Blue amulets are frequently used in these nations to ward against evil.
These two hues serve as an example of how crucial visual elements are when localizing information. And something to take into account if you want your company to “grow” into other areas.
#5 Choose the Best Platforms To Share Your Localized Content
It is crucial to think about which channels will be best for distributing your customized content.
You might find Twitter to be a useful tool for one particular nation. Traditional marketing or SMSes may be more successful in another country.
Choose the Appropriate Distribution Channels for Your Localized Content
You might have opted during the planning stage to concentrate solely on the manuals, brochures, and other materials related to your product. or that a focus is given to localizing your website. Whatever you decide, it’s critical that the audience and channel be catered to in your translated content. In written communication, some cultures could be more formal than others. A different strategy and method will be needed for website localization than for a product manual. so forth.
It’s critical to comprehend your target audience in order to provide exactly what they require in the format they prefer. To ensure that your company effectively localizes, adapts, and expands, it is strongly advised to engage a local translator and industry specialist.
Why is this important? Your localization efforts won’t help your firm expand if you don’t pick the correct channels or communicate clearly. You probably won’t get a good return on your investment either.
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