Linguistic localisation: What’s the difference between localisation and translation?
When major brands expand into new markets, they go beyond simply translating their ad campaigns or websites. They localise them. Linguistic localisation is not simply a matter of converting words from one language to another, but of adapting content to correspond with local culture, habits and expectations. Localisation and translation are too often confused, even though they play different roles in a company's international communication strategy. It’s this subtle but essential nuance that makes the difference between a message being simply understood and one that truly resonates with a local audience. At Datawords, we’re experts in localisation, enabling brands to connect effectively with their audiences around the world.
What is linguistic localisation?
Linguistic localisation is the process of adapting content so that it is not only understandable, but also culturally relevant to a target market. Unlike basic translation, which focuses solely on converting words from one language to another, localisation involves a more in-depth adaptation. This means taking into account cultural references, consumer habits, idioms, date formats, units of measurement and lots of other factors.
The main objective of linguistic localisation is to make content seem natural and familiar to the local audience. It's not only enough to translate words correctly; it's crucial that the message resonates with the audience, taking their cultural values and expectations into account.
The difference between localisation and translation
International translation involves converting a text from one language to another, respecting the original meaning as closely as possible. This linguistic work aims to reproduce words and phrases in a different language while retaining their meaning. For example, "Thank you" translated into French is "Merci". This is a simple conversion from one language to another without any adjustment for the cultural context.
On the other hand, localisation goes far beyond translation. It not only adapts the words, but also the context, cultural references, idioms and sometimes even the tone and style, so that the message is understood and appreciated by the local audience. For example, a Christmas advertising campaign in Europe might be completely rethought for an Asian market, where the holiday does not hold the same importance.
Similarly, a cosmetics brand may want to adapt a skincare campaign launched in the United States for the Japanese market. In this case, translation alone is not enough. Localisation will adjust not only the message, but also the images, colours, cultural references and even the ingredients featured to ensure that they correspond with local preferences.
The importance of an effective localisation strategy
A well designed localisation strategy allows you to connect more deeply with local consumers. By adapting content to culture, consumer habits and the specific expectations of each market, companies can improve audience engagement and maximise their impact. Localisation allows you to create an emotional bond with users as they engage more with content that respects and reflects their everyday reality. You can also localise your strategic SEO keywords. User queries can differ and so can their meaning. That's why it's vital to understand what your future customers are really looking for.
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For example, an e-commerce site that adapts its product descriptions, payment methods and units of measurement to local expectations will offer a much more fluid and attractive user experience. What's more, effective localisation helps to avoid cultural faux pas, which can adversely affect a brand’s perception in a given market.
Working with a localisation expert ensures that every aspect of your message is tailored to the target audience, guaranteeing pertinent communication and a successful international presence.
Why choose a localisation expert?
There are several advantages to working with a partner that’s an expert in professional localisation. Firstly, they have the expertise and resources needed to tackle the challenges posed by linguistic localisation. Not only does this include linguistic nuances, but also cultural subtleties specific to each market. This expertise is essential to ensure that a message is not only well translated, but also well perceived by the local audience.
In addition, a localisation expert works with multicultural teams who can coordinate several projects simultaneously, ensuring consistency when adapting content across several regions. At Datawords, we support brands in their global expansion by ensuring accurate and culturally-appropriate localisation for each market, while respecting specific deadlines and expectations.
Language localisation is much more than just translation. It involves adapting messages to each market while taking linguistics, consumer behaviour and cultural aspects into account. For any company looking to expand internationally, an effective localisation strategy is essential for ensuring relevance and engagement with local audiences.
At Datawords, we’re experts in international localisation and translation. Contact us to find out how we can help you create relevant and engaging content for all your target markets.
