Localization: What is it, and why is it so important?

My previous blog post offered some examples of localization at play, but now I want to deep-dive into what localization really is, how it differs from simple translation and why it’s just so important.

By definition, localization is the process of adapting a specific product to one country or region, with the intention of making that product feel as if it was perfectly designed for its new market. Localization can apply to other fields outside of translation, but for our understanding, this means that when a text is translated into another language, its content is carefully adapted in order to fit the target audience as best as possible.

Whilst translation, at its most basic level, can just be the simple process of changing a text from one language to another, localization acts as a sub-process within any good translation, ensuring that this changed text is not just grammatically correct and intelligible, but also reads as culturally adjusted and entirely natural.

The benefits of undertaking localization are many. First of all, it simply makes the translated text better. Readers won’t be able to notice that what they are reading is a translation, as opposed to having been originally written in their language, due to how seamlessly the text slots into their own context and culture. This means that they are more likely to trust and enjoy what they are reading, which also means trusting the company or person who provided the text more, too.

Secondly, a localized text is a sign of care. It demonstrates that the provider has taken the time to really make this piece of work as good as it can be for its target readership, and readers will appreciate this effort. Again, any piece of writing that is supplied by a company or individual reflects back on them, and if that text is well-written and considerately adapted for its audience, this only makes for a better perception of the provider. Also, it’s important to mention that localization can prove very important in staying on the right side of the law, as there may be different legal requirements as to what can or cannot be written in promotional contents between varying countries, and sufficient research means that these adjustments will be made accordingly.

A good localization avoids clunkiness and incongruence, making for a smoother and more pleasurable read for all. Without it, the nuance and subtleties of a text can easily be lost in translation, meaning readers miss out on the true and deeper meanings of what they are reading, and therefore fail to connect wholeheartedly with the intended message. This can have a huge impact on long-term business growth in the target countries, as well as general attitudes towards the text-provider. People are unlikely to trust an individual or company if they do not feel as though they are truly understood by them, and localization ensures that this does not become an issue.

This matter becomes even more important when we think about customer retention and customer support: if localization is consistently applied, neither of these processes will become too demanding, as the customer won’t need to be persuaded or assisted in trusting the provider. They will do so instinctively. Except, it’s not really instinct. It’s localization.