Localization services are a step beyond traditional translation services. Don’t just alter the words in a document, advertisement, or social media post. You must ensure the visuals, colors, currency, and other cultural elements are tailored to your desired audience. Cultural competency is a key piece of that.
Recently, memoQ, a trusted technology partner in our industry, shared a detailed blog on cultural sensitivity in localization. Their insights into conducting cultural audits and using a translation management system (TMS) to streamline adaptation echo what we see daily in professional translation services. Cultural sensitivity is a business necessity, not just a best practice.
Let’s Explore: What is Localization?
Localization adapts your existing content to the cultural expectations of a global audience. This applies to marketing translation as much as it does to website translations, mobile apps, and software translations. Localization services go beyond multilingual expertise. It considers the regional nuances and cultural norms of different audiences.
MemoQ outlines how localization succeeds when cultural research and consistent terminology combine. We’ve found that combining powerful tools like memoQ’s TMS with native-speaking translators delivers the most accurate and culturally aligned results.
The Importance of Cultural Competency in Localization
International marketing and advertising campaigns mean speaking to diverse audiences. There are different expectations of connection and cultural norms. The most successful brands tailor these messages to resonate well with every audience. They don’t need to look the same from country to country to maintain a consistent brand voice. With localization, their messages are clearly understood and engaging for each unique audience.
Brands and audiences connect by meeting a need. To do so, they must form an authentic connection. Connection, like language, is shaped by culture. Cultural sensitivity in localization ensures that your message is received as intended everywhere in the world. As memoQ notes, neglecting cultural differences can quickly lead to misunderstanding or offense. Our team has seen firsthand how small details are vital. The wrong symbol or a mistranslated idiom can make or break a launch in a new market.
How to Ensure Cultural Sensitivity in Your Translated Content
It’s easy to add localization services to your translation process. Here’s how to get started.
Know Your Audience
Localization for a French Canadian audience will look different from that for French speakers in Switzerland. Connecting with Chinese Americans is different than connecting with people in Mainland China. Spanish translations must take into account the differences between dialects in Mexico and Spain. It’s not just about demographics. It’s about cultural norms and nuances that take an accurate translation and make it exceptional.
Take Stock of Your Content
The first step in the translation process is taking stock of your current content. Your marketing materials, the language they use, visuals, website content—anything that speaks to the customer must be included. Who is the original version of the content aimed at?
Be sure to review every detail for accuracy and cultural fit. Are you ensuring alignment with your content and regional expectations? Knowing who your audience is and what the goal of your audit is are the first steps to creating high-quality translations. This mirrors memoQ’s suggestion to conduct a cultural audit. A structured review that can uncover potential risks before they reach your customers.
Consider New Markets and the Target Audience
Are you well-versed in the cultural expectations of your target audience? Work with a trusted industry expert for your global projects. You will understand what is common, what is acceptable, and what is offensive. You want to speak to your audience using data points, not stereotypes. Market and competitor analysis are examples of research to learn about your audience. What are similar companies in a certain region doing? How are they speaking to their audience?
The better you know what your audience likes and expects, the easier it is to localize. Our language solutions experts are here to help.
Adjust the Content
What works in one country or language may not translate well in another. Slang terms, humor, the formality or informality of greetings, religious expectations, and gender-specific prefixes. All of this must be considered before marketing in a new country. Some brands find that their messaging resonates well in another language. Others move forward without checking and end up with a translation blunder.
Case in point: KFC. When they translated their slogan “Finger-Lickin’ Good” into Chinese, they ended up advertising “Eat Your Fingers Off”!!
Common Cultural Mistakes in Localization Projects
Culture shapes language. This also means that many terms, expressions, and words don’t translate well across cultural lines. Humor, jokes, slang terms, cultural references, and idioms may confuse an international audience. Some may even offend!
Avoid or flag to localize:
- Jokes
- Metaphors and similes
- Idioms
- Holiday references
- Slang words
Our translators and localization specialists work closely with clients to identify any potential cultural issues early. Maintaining accuracy in translations is essential to avoid misunderstandings and ensure effective localization. This practice memoQ also emphasizes: Validate localized content with people in the target market before release.
Beyond Words: Localizing Visuals
Cultural sensitivity in localization goes beyond the words you use; it’s also about the images you’re using, the colors, and the tone of your message, as well as videos and other multimedia content. In many cultures, colors carry specific connotations that must be considered when creating marketing materials. Using photos of people in certain clothing, like bathing suits, may be acceptable in one country and entirely inappropriate in another.
Localization is about more than accurate translations. It makes an audience feel like the message was tailored to them. It conveys understanding and respect for your audience’s culture.
Work with a Professional Translation and Localization Partner
There are plenty of free translation tools available on the internet, but for international businesses, professional translation services ensure that your translations are both linguistically accurate and culturally sensitive. Experienced localization providers offer comprehensive support and advanced capabilities, including expert guidance, technical resources, and tailored solutions for complex or large-scale projects.
JR Language Offers High-Quality Translation Services and Localization
Our proven process for localization makes it simple for you to get high-quality translations. You’ll work with professional translators who are native speakers of your target language and with dedicated project management to ensure your project runs smoothly. If you use our AI translation services, you’ll still benefit from human expertise and our professional proofreading.
Need additional services for certified translations for regulatory compliance or technical expertise? Our team makes it easy to get the translated documents you need. Access the global marketplace with over 100 language options. We offer an expert team, affordable pricing options, and a fast turnaround time, all while adhering to the highest standards of quality and reliability.
Get Started with Culturally Sensitive Localization Language Services Today
Cultural sensitivity in translation and localization is necessary for any business seeking international success. Every word and image your brand uses builds how you’re perceived. Remember, a first impression is a lasting one! Communicating with audiences in their native languages. You will ensure your message is clear, culturally relevant, and actually resonates!
Localization is vital if you’re ready to expand your reach and connect with international audiences. Our translation company has helped businesses worldwide, and we can help you too. Reach out today for a free, tailored quote to get started. Our platform makes searching for and connecting with the right localization services for your needs easy.
