If you operate your business across international boundaries or are looking to expand globally, communicating with your clients/customers in the language and way they understand is key to business success. This is why you will need translation and/or localization services. Most individuals in business circles assume translation and localization are one and the same term, there are distinct differences and knowing them will help you make informed decisions when the need arises.

So, What’s Translation and Localization?

Translation is the process of changing a source text into a target language. In the language industry, translation is referred to as ‘t9n’.

For example, in a bilingual country like Kenya, a business may opt to have two different website versions, English and Swahili, depending on the language context. Both websites will look and feel the same in translation, and language will be the only difference.

Localization translates the content according to the locale, making it culturally relevant to the target audience. In the language industry, localization is also called ‘L10n’.

Instilling confidence in your potential clients/customers goes beyond offering them communication in their language. You need to account for a good user experience that takes a deeper approach and considers cultural aspects such as dialects, religion, traditional practices, customs, and beliefs of the target audience. 

For example, if the same business decides to expand to Uganda, where English and Swahili are also official languages, beyond just serving up the same website to the Ugandans, localization is the process of adapting the content to the people’s preferences within that locale.

Differences between translation and localization

Language Vs. Target Audience

Translation focuses mainly on the language. It reflects the content and style of the source text onto the target language. 

Translation would have occurred as long as the literal meaning in language A is delivered accurately in language B.

Localization goes beyond translation and focuses on the target audience, culturally adapting the content to the locale. 

To use an example almost everyone can easily relate to, English is a language spoken in the United States and the United Kingdom. However, different dialects are spoken in both countries and even within those countries, different dialects are spoken within regions. Localization will not adopt a one-size-fits-all approach to marketing within both countries. 

Cultural and Functional Differences

Translation is unbiased regarding cultural and functional differences, while artistic and functional elements play an essential role in localization.

Cultural elements include the use of colors, idiomatic expressions, choice of brand ambassador, and type of creative assets used (images, audio, video, etc.).

For instance, Fiat, an Italian automobile company, once damaged its brand reputation in China when it used the Hollywood Actor Richard Gere in a commercial. The advert was offensive to the Chinese as Richard Gere is an open supporter of Tibet and the Dalai Lama, both of which it has a tenuous relationship with.

If you have ever tried to make an online purchase and the currency was different from what is obtainable in your region or if you ever tried to sign up for an event and the date format (dd/mm/yy – yy/mm/dd) or time was different from what you are used to, that was a classic example of how not considering the functional elements of localization detracts from a smooth user experience.

Technical Vs. Non-Technical content

Translation is best suited for technical content that requires a standardized approach. Certain fields, such as medicine, finance, and law, require strict protocol adherence, and translation is ideal for these.

Localization is best suited for non-technical content and marketing scenarios where going the extra mile to connect with the target audience will improve the user experience.

For instance, the delight of Lagosians in Nigeria was palpable when the company Bestman Games recreated a City of Lagos edition of a classic board game many individuals grew up playing—Monopoly. This provided an exceptional tour of the city featuring historical monuments, famous streets, popular neighborhoods, and leading brands spread across the Lagos metropolis. This was one massive example of localization at its peak.

Conclusion

Although translation and localization are often used interchangeably, they are different. Translation primarily focuses on language, while localization goes beyond the confines of language, focusing on cultural adaptations specific to the target audience and region. However, they are mutually supportive, and translation can be said to be the first step towards localization.   

Now that you know the difference between translation and localization, you are better equipped to make sound business decisions when expanding into global territory.

Need assistance with translating or localizing content for your business? Implementing translation and localization plans for businesses is what we do best at Babelos. Contact us today.