You might have come across the word localization. Maybe you have no idea what it actually means, or perhaps you think of it as just another (fancy) term for translation. As specialists in the field, we assure you that there is a big difference. However, we do not want to dive into the differences between foreignizing and domesticating translations, key concepts in translation studies that academically frame the distinction between translation and localization. Instead, we want to keep it clear and simple. And we would like to start by saying that translation plays a fundamental role in the localization process. What do we mean? Let’s go!
Words are not enough
Context is the real stuff
Imagine you are a Japanese chef who, together with a team of developers, has created a successful food recipe. Japanese people love it. The app is easy to use, the recipe instructions are simple to follow, and the recipes are healthy. Given its success and your passion for healthy cuisine, you decide to make the app available in other countries, for example Romania (yes, we are Romanians, and we love eating healthy, and a lot of Romanian dishes are unbalanced, so please indulge us).
Now, you could have your app and recipes simply translated. You could start by using a free translation tool like Google Translate or DeepL. Would that work? To some extent, maybe. But if you have a Romanian friend review the translation, they would immediately notice that some words may be mistranslated. Words have multiple meanings depending on the context. Additionally, the level of politeness may be inconsistent.
If you decide to reach out to a translator, you will avoid those basic errors. A translator will consider the source text context and maintain a consistent in tone and style. However, translators often stick closely to the source text, preserving (unconsciously) its structure and word order in the target language. Is that a bad thing? It depends how strictly the translator follows the original text. The translation may be correct grammatically and logically, yet difficult to read. We have all encountered a paragraph in a book that required multiple readings, not because it was incorrect, but because the meaning was hard to grasp.
Translation informs
Localization transforms
Translation is enough up to a certain point. Translators generally convey what the original text states. Localization, however, goes a step further. What do we mean? Localization takes into account the bigger picture. In our case, this includes: the app itself, the app’s content, the intended audience, the chef’s objectives and the Romanian (culinary) culture. A localizer will go beyond translation and point out that while the recipes look interesting and tasty, a Romanian user may struggle to reproduce them because many Japanese ingredients are hard to find in Romania. They may suggest to you, the chef, adding new recipes, or adapting existing ones with locally available ingredients. This is the level of context a localizer considers.
The final result? The chef expands their knowledge and business, successfully reaches their objectives (one of which is promoting healthy cuisine worldwide) and the target audience, the Romanian user, gains access to healthy recipes, appreciates the chef’s interest and effort to adapt to their local market, and ultimately becomes a loyal customer.
One size does not fit all
Direct translation can stall
Would the chef have achieved these results without a localizer? Most likely, yes. But the road would have been far less straightforward. It would have involved many trial-and-errors stages, significant time and financial investment, and a great deal of patience. Unfortunately, many businesses just give up after a few unsuccessful attempts.
Now, don’t get us wrong. Using a localizer does not guarantee 100% success in a foreign market. Other factors must be considered. However, a localizer can save you time and money.
A localizer is like a consultant. They don’t simply offer one-size-fits-all solution. Instead, they look at the bigger picture and your goals. They help you connect with your target audience in an genuine way. They are the reason some brands feel authentic in foreign markets while others seem out of place.
So, the next time you think about expanding globally, remember this: translation might get the words right, but only localization can make your message truly feel at home.