Product localisation

Product localisation (localization) means adapting your product or indeed your service so that it lends itself to the target audience of the foreign market (or desired demographic) in which you wish to trade.

Due to the large cultural differences between countries (or put another way, the markets), translation alone is not enough. Words, terms or phrases which carry off well in English can quite literally get ‘lost in translation’ and hit a real flat note or worst still cause offence and brand damage.

By localising (localizing) your product your intended target audience quite literally – ‘gets it’. For example, without product localisation (localization) puns or in-country humour when translated will get lost on the intended audience and without intention could alienate instead of engage.

Product localisation (localization) for global business

Many people believe that English is the language of business. But what about this: your customer’s language is the language of business. Every effort should be made to make sure every detail, down to time and date settings, keyboards, strap or power lines connect with the country and even region where you want to market and sell your products. Your customer will feel that the product they are interested in buying was made specifically with them in mind. Now that can’t be bad.

How to localise (localize)

There are many downloadable templates on best practice but here is an example of what is involved:

  • Formatting: addresses, error messages, keyboard keys, prices, tel & fax numbers, currency and currency conversions etc
  • Converting to gender-neutral language (if required)
  • Graphics and illustrations
  • Verb tenses
  • Cultural words and references
  • Inappropriate language
  • Language interference
  • Mismatches

Translating your product literature or documentation is one thing, localising your product is quite another.

Some top tips for successfully localising (localizing) your product

  • Get a process & quality plan
  • Get the right team in place (in-house and suppliers)
  • Reuse approved translations
  • Create glossaries and term base (see translation memory software)
  • Involve agents and distributors
  • Set a budget and keep to it
  • Don’t rely on a back-translation as proof it works

Call the team now for further information and how we can help you best.