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As a business owner, your goal should not be limited to local success. For those that really want to make the most out of their capabilities, you should strive for a good global performance. Not doing so will only be a waste of resources.
There are many things that you should do for business if you’re preparing for global expansion. Two of the most known yet confused involve translation and localization. These tasks play a big part in how your brand will be perceived in international industries.
Of course, there is one thing that you need to know before doing the tasks. In particular, you have to know the difference between translation and localization.
For a quick overview, translation mainly works with visual-related elements, while localization works with the entirety of the business. Either way, localization services will be able to help you with both.
If you want to know more details about how the two terms are different, read on to the following sections.
Table of Contents
What is Translation?
Cambridge Dictionary defines the word “translation” as “the process of translating.” More specifically, this involves the act of translating any textual element to another language. This is as simple as, let’s say, translating English to Chinese.
The meaning stays the same in the business world. For those who are offering their services internationally, it’s just right that you translate your site’s language to the visitor’s country. In this way, you can form a complete understanding of your market.
To do this, you have to work with language experts and developers. If in your project there is not a lot of text information or texts are short, you may also consider professional online translation services.
What is Localization?
Localization is defined as the process of making a product or service more suitable for a particular country, area, etc. However, this doesn’t exactly resonate when we relate it to the business field.
Instead of the local definition, see localization as your brand’s way of adapting to another area, city, region, or country.
For example: If you’re a game developer from China planning to expand to the United States, you should understand that cultural and language differences are huge and you do need localization to successfully bring your Chinese game to that Western market.
You can do this by adapting your products to their culture, language, shipping couriers, currency, and more. For assistance, you should consider using software localization services.
What Needs to be Translated in a Business?
The main point of translation is to help the market understand what you’re trying to say.
Hence, here are some things that you need to translate for your business:
- Website’s or App’s Interface
- In-game text
- Product/Service Brochure
- Site Images
- Alt Text
- Audio content, videos, and graphics
- Blogs
- Social media posts
Basically, you need to translate every textual element that the foreign market may not understand. This is needed even if you’re using English, the universal language, for your interface.
Translation is most especially needed if we’re talking about complex languages like Chinese, Thai, and Japanese, which have different alphabetical systems.
What Needs to be Localized in a Business?
Unlike translation, localization focuses more on the business as a whole and how it can adapt to a new environment.
Thus, below are the factors that the concept of localization should revolve around:
- Checkout Properties (Currency, Shipping Courier, Time Zones, etc.)
- Updated Cultural References
- Holidays
- Geographical Addresses
Importance of Translation
Here is a list of the reasons why translation is important in a business:
- Eliminates language barriers
- Allows wider market coverage
- Makes Culture Easier to Understand
- Enhances Communication System
- Gives Way to Better Customer Support
Not translating your site interface means that you’re turning your back on the said benefits. You should also prepare for a small and inefficient market coverage because of the lack of flexibility.
Importance of Localization
For localization, here are some of the reasons why it’s essential:
- Opens More Opportunities (Local & Global)
- Improves Overall Business Performance
- Increases Sales and Conversions
- Allows Your Business to Smoothly Adapt to Various Regions
- Serves as a Key to Success
Localization isn’t necessary. However, this is recommended even if you have no plans on expanding globally yet. This will make work-related activities smoother in the long run.
Key Differences between Translation and Localization
One important note that you need to know is that translation is a part of localization. The former is a part of the latter. Hence, it’s safe to conclude that you can’t have an efficient localization without going through the necessary translations.
To wrap up, the key differences between translation and localization include:
Ease of Task
Translation comes with less required tasks since your business only has to translate your site from one language to another. You won’t have to tinker with other business-related factors like currency, and culture, unlike in localization.
Factors Involved
Translation works with textual elements for the main purpose of making the market understand you. On the other hand, localization works with all of the present business elements for a general-purpose of adapting to another country.
Market Reach
Although both translation and localization assure a wide market reach, you can expect the latter to have a broader user base because you’re basically catering to your site internationally. Translation, on the other hand, only allows you to cater to one country.
Fair enough, we can say that the two concepts at hand have very evident differences. Setting one term from another will be easy as long as you look at the factors stated above.
Which Should a Business Do: Translate or Localize?
A business should both translate and localize its products and services to fit in the area of its market.
Undergoing both translation and localization is a lot of work. It’s evident. You have to rework your way all-around your site. Not only that, but it may also take big modifications in between tasks.
However, you can’t just settle for one concept. You can’t translate without going through the process of localization. At the same time, you can’t be fully localized if you don’t translate your offers.
Thus, it’s just right that you ensure both translation and localization to ensure the best global performance possible.
Summary
All in all, it’s safe to say that global performance comes hand in hand with effective translation and localization. Although these tasks initially seem similar because of the involved concepts, they actually have quite significant differences.
To summarize, you can consider localization as a much more complex and broader topic. Since this requires all business elements to adapt to a certain area, one needs to change their site, product details, availability, and likes.
On the flip side, translation is limited to textual and visual elements. This is a task done especially for helping the market understand your brand’s message by talking in their language.
Although the tasks can be done manually, using language translation services and software localization services will help you achieve better results. A localization agency offers both of these services and more.