Are you ready to localize your
company’s products and services for international customers? Most growth
oriented firms recognize that the majority of their profits through the next
thirty years will depend on global markets, and there’s significant strategic
pressure to localize brands for lucrative, growing economies beyond national
borders.
Language
localization differs from translation activity because it
involves a comprehensive study of the target culture in order to correctly
adapt the product to local needs.
The localization process is often
misunderstood and those misunderstandings can be costly in terms or blown
budgets, missed launch deadlines, and loss of market share to competitors. In this article, we’ve put together a quick
five-question localization process pop quiz to test your assumptions and
encourage conversation within your company about getting the localization
process underway for your next global market.
Test your knowledge below:
1. True or False? There’s nothing I need to do before I engage a
translation service provider to help with my localization process.
False. First, you should have a clear understanding where in the world it
makes sense for you to launch your brand. It’s not a dart-throwing venture.
Research is key. Second, you should make a determination up front how much of
your material really needs to be translated. Is a partial-launch for specific
products the best move? If so, don’t waste the money for a full translation of
everything you have to offer U.S. customers.
2. True or False? The localization process is only about language
translation.
False. The localization process does cover language in translation, but
it also takes into account a whole host of other details. The localization
process includes design decisions, cultural iconography, image appropriateness,
interface issues, and even legal and privacy concerns.
3. True or False? Machine translation will replace human
translation in the localization process in the near future.
False. While there is little doubt machine translation will improve many
aspects of translation in the future, including the automatic translation of
simple or lower-visibility content, human translation is still essential for
communicating emotions, humor, and other aspects of your brand’s position.
According to Omniglot.com “Systematic
and formal rules are followed by machine translation so it cannot concentrate
on a context and solve ambiguity and neither makes use of experience or mental
outlook like a human translator can”
4. True or False? The localization process is an ongoing effort,
even after the initial translations are complete.
True. Does your brand stand still? No. Do your products and services
change with customer demand and the times? Yes. The localization process
continues beyond your initial translation and localization in order to keep
pace with the dynamic aspects of business. You’ll need to understand how to
manage updates and changes locally and abroad, so maintaining a working
relationship with a translation agency who understands your company’s needs is
key.
5. True or False? It’s important to involve my tech and marketing
teams in the localization process.
True. Both sides need to be involved— from those making the promises in
advertising and sales materials to those responsible for the fulfillment of
orders, data management, and your online presence. Getting major stakeholders
from tech, marketing, management, and sales teams is essential in the
localization process.
How did you do? Did these
statements challenge your preconceived notions about the localization process?
Hopefully you’ll take away at least one eye-opening fact that will help smooth
your transition into new countries.