Localization Services – A Truly Important Ingredient for Going Global
The increasingly globalized world that we live in provides easy access to international markets, however effectively marketing products or services to a foreign audience requires localization services for successful results. New entrants to international markets are often affected by linguistic and cultural differences which affect their brand perception. Companies with significant brand value now avoid using words in their logos. Starbucks recently changed its logo removing “Starbucks Coffee” for the first time in its 40 year history. The change allows it to extend its horizons beyond coffee and makes it easier to enter international markets, particularly those that do not use Latin characters.
Localization is the cultural translation and adaptation of a product or service in such a way that it is not just accurate but also effective in striking a chord with the inhabitants of an international market. Because this process of localization requires an in-depth knowledge of sentiments, culture and ethnicity, localization services are conducted by linguists who are much more than translators and have in-depth knowledge of a specific market. Like the linguists employed by translation services London, all of whom are based in the specific market that they advise on and they are thoroughly cognizant with the specific region.
While most of the translation services London just provide translation services, some extend their portfolio to include specialized services like localization services which are often extensive and complicated in nature. Apart from translating the content as impeccably in terms of spelling and grammar, these services extend onto advising and adapting brand documents, marketing material and advertisement applicable to a market. Often, these services are a necessity for companies which expand overseas to effectively target the consumers in an applicable and relevant manner.
Localization could be rendered to number of things and is not a top-down cultural translation and adaptation of an entire company. It is often restricted to what would be required to enter a foreign market; some common assets being localization include website, software packages and advertisement/promotional campaigns. Website localization is the most common service that is requested within this particular domain in order to expand onto foreign markets. It is often the case that translation projects often become localization projects as they are more appropriate and this is recommended by all highly rated translation services London. For example, if a company wishes to capitalize on China’s population and growing economic clout, it would do well to consult localization services before expanding by localizing its website for the Chinese market keeping local sensitivities and perceptions intact.
Software localization, on the other hand, is more complex and entails a lot more work than simply translating content or creating a website. Localization services which indulge in this form need to work on a number of different factors like format, type of font and font-size, word separation and incorporation of time and address. Aspects like payment, currency conversions and copyright issues also need to be addressed as these have a bearing on the final sales. Since the data requires to be completely attuned, the extent of work includes assistance provided by translation services London as well.
Localization services are a requirement for expansion into foreign markets but the process requires expert knowledge and experience to achieve effective result, one of the precautions entails avoiding ambiguity especially while using slogans and naming models. It is equally imperative for companies to be aware of the fact that every country has its own way of interpreting colors and the same rule applies to pictures as well. Language is of course an important concern and all these points should be used in tandem to achieve a successful localization process.
Language Connect is an experienced and renowned translation services London providing professional and detailed language services. It also provides the provision of localization services to help companies expand to foreign markets effectively.
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