Why Localization is About More Than Just Translation

Today, expanding overseas seems like the next logical step when growing your business with how much the world is interconnected thanks to the internet. However, simply translating one language to another; it’s about understanding the subtle nuances of each culture, adapting to local preferences, and building genuine connections with your target audiences.

The Dangers of Literal Translations

Many businesses mistakenly assume that directly translating content into another language will suffice, but certain words and phrases have different meanings across different regions. Something might be perfectly acceptable in one language but translate it directly into another and it’s suddenly nonsensical. Or worse, it’s offensive. That’s why adapting a message to resonate with the local audience while maintaining the original intent is crucial.

For example, Procter & Gamble (P&G) started selling Pampers disposable diapers in Japan in 1977 and initially failed. While they were correct in thinking Japanese people wanted disposable diapers, their ad confused customers by adding a stork to their diaper packages. While the concept of a stork delivering babies is very popular in the U.S., it’s not a known story in Japan. Instead, in Japanese folklore, a giant peach delivers a baby while floating down a river. Fortunately, P&G conducted market research into its slumping sales and ultimately realized and fixed its mistake.

Key Elements of Effective Localization

While translation continues to be the basis of localization work, expanding a business internationally includes much more than translating. Some key elements in effective localization include:

Language adaptation: Adapting idioms, slang, and cultural references aside from just directly translating from one language to another.
Cultural understanding: Researching and respecting local customs, values, and beliefs.
Visual adaptation: Adjusting images, colors, and design elements to resonate with the target audience.
User Interface (UI) and User Experience (UX) Localization: Adapting your website and apps to local preferences and conventions.
Customer Service Localization: Providing customer service in the local language and incorporating local communication styles.
Legal and Regulatory Compliance: Ensuring your products and services comply with local laws and regulations.

Investing in localization ensures your efforts to expand your business internationally aren’t in vain. When it’s done correctly, you can establish trust, foster loyalty, and drive long-term success in an international market. If you’re looking to expand your business to Japanese customers, we at PSPINC have decades of experience doing just that for small businesses like yours. Get started by checking out our Localization page and one of our experts will get in touch shortly.

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