Companies should find ways to win the business competition. One of the ways is through translation and localization strategy. This strategy helps a company to get closer to its customers through the local culture and language. This is because the company successfully creates its products and services to feel like a local brand, products, and services. Here, we will discuss a little bit about this strategy to make a successfully localized service or product. It also explains the way to apply localization for a maximal result.
About Localization Strategy
Localization strategy is the way a company shares its message to a particular language or culture. A company needs this strategy, especially when entering a new market in a particular area or country. The company should understand the local idioms, time zones, national holidays, color sensitivities, geographic, most popular social media, the way they express something, and many more. The main purpose of applying this method is to connect and close with the local customers. As a result, they understand well the products and services you offer. Companies have to think about this strategy when they want to offer products and services to other countries or go global.
The Benefits of Localization Method
Localization strategy has many benefits for companies that have a plan to go global. First, localization is more than just translating the language. Localization is trying to understand all the cultural and language aspects. The closer a company with its customers, the more satisfied its customers are. In this strategy, a company is trying to offer products and services by understanding its customers first. This is the key to how a particular foreign product or service is easily accepted by the local customers. Second, the more localized a company, the easier for them to get close with its potential customers. Localization seems to decrease the barrier between the company and new potential customers. This strategy helps to build a stronger customer base. Third, customers can also learn the products and services easier. It feels that they are learning about a local product and service, although it may be from elsewhere. Fourth, it takes time to enter new markets, and they accept it. Localization works well to enter new markets faster. It not only enters the markets easier but also accepted by the markets well. Indeed, localized content often improves engagement and market share. It means more people will notice the products and services. Fifth, a company that understands the importance of localization has a bigger chance to win the market competition. It is challenging for companies, and it is good for them to find a professional translation service that understands the localization method when they are translating content.
Translation Service that Understands Localization
Indeed, a company should use a translation service that understands the localization strategy well. It means that the translation company understands how to translate content for the local customers. The process can be translating written text, multimedia, and video content. The translation service can provide something that looks and feels familiar with the local target market. The team can also limit the risks related to political predispositions. A professional translation service that understands localization often considers a lot of the idioms, dialects, religion, traditional cultural practices, local beliefs, and many more. In this case, the translators understand how to modify content to comfort the target audiences’ tastes and consumption habits. They can also convert content elements to local needs, including the layout and design. They know how to set the local formats such as phone numbers, addresses, dates, and hours. The most important thing is that they also understand how to translate local legal requirements and regulations, so a company can launch its brand, products, and services there without breaking the law.
The Example of Localization in Translation
Some of the most popular brands in the world apply localization strategy. One of the examples is Coca Cola. This company applies localization along with its Share a Coke campaign. Coca Cola is not using its logo, but the company changes it into the name of the customers. The interesting thing is that the company uses different types of names in different countries. For example, Coca Cola uses Aoife and Oisin in which they are the two most popular names in Ireland.
On the other hand, Coca Cola uses Jack, Sarah, and Bobby in the United States of America. KFC is another great example of translating localization successfully. As one of the most popular fried chicken companies, KFC localizes its menu. In China, people easily find Chinese porridge, traditional breakfast bread, or rice-based dishes in KFC. This strategy attracts Chineses to visit KFC and boosts the sale significantly.
The Bottom Line
The point is that translation is a little bit different than localization. In translation, a translator often only translates the source language to the target language. They do it without considering all the economic aspects a lot. On the other hand, a translation service that understands localization translates content in detail. The team will research in detail the culture, language, dialect, idioms, and many others. Then, they will apply those social aspects to translate the source language to the target language. The result of localization translation feels and looks local as the target language. The target audience will understand it faster and easier. They see or read a campaign for a new product and service from a local company. As a result, they can accept the new product, service, and brand immediately. Due to its importance and the effects, companies should find a professional translation service that understands the localization strategy well. This type of translation service helps a company to achieve its goal to attract a new market as well as boost the sale. This is also the way for the company to create an effective campaign to boost the new market’s awareness about new products and services they want to launch. Indeed, a translation company that offers a localization service has a more complex job to do.