Translating between languages is a difficult art. But transforming one cultural context into another, building bridges and creating understanding with the help of what is known as localization – that is a whole other kind of magic.
A text that works perfectly in English may be completely incomprehensible in Spanish, comically incoherent in Chinese, or offensive in Hindi. That's why localization is an indispensable service that no company should neglect.
What is Localization?
Just as a country's culture is more than just its language, localization is more than mere translation. It is about adapting content so that it feels natural to a target audience within a specific region.
This can apply to language usage, cultural references, units of measurement, currencies, or even colors and symbols. When an organization chooses to invest in professional localization, the result is a text or product that feels created for real people, not just translated.
At LikeLingo, we can provide you with tips on localization strategies covering everything from websites to apps, marketing materials, and social media, with a keen sense of culture and tone. Our LAO (Local Audience Optimization) specialists will help you every step of the way, from the initial translation to the final cultural polish, so that your message can reach the whole world.
Why Localize?
In our increasingly globalized world, localization has become a crucial part of the corporate ecosystem.
Good localization makes customers feel more "at home" with a material and reduces the risk of misunderstandings. But what happens if a company stumbles at this very step? Well, things can get really weird.
Embarrassing When Things Go Wrong
A prime example is the launch of the Chevrolet Nova in Latin America, which, according to legend, was a huge mistake because "no va" means "it doesn't go" in Spanish. Another is when the fast food chain KFC, with its world-famous slogan "finger-lickin' good," first opened its stores in China and quickly discovered that their slogan had instead been translated as "eat your fingers." Yum.
But it's probably most unfortunate for the poor Harry Potter characters, though. When the characters appeared on Norwegian bookshelves, names such as Neville Longbottom, Moaning Myrtle, and Madam Poppy Pomfrey became "Nilus Langballe, Støenne-Stine, and Madam Pussi Pomfrit." More laughable than inspiring.
Tips for Good Localization
By gathering information from market research, hiring local writers who are familiar with cultural nuances and imagery, and adapting your message and accompanying media to the SEO of the local language, you can build a solid foundation for effective localization.
While AI and other machine tools can be an effective start to the process, research and market results show that review and editing by native speakers makes a big difference to the final product.
The human element is important for nuances, correct language, and cultural sensitivity.
Localization: The Invisible Hero in Everyday Life
Good localization can be the difference between laughing with your customers and becoming an internet meme. Even though these examples have made many people laugh, poor localization can cost a company both money and credibility in the moment.
With LikeLingo's localization experts at your side, you can create texts, apps, and campaigns that feel natural in every market. Because no one wants their heroes—or brands—to end up like "Langballe."