Language Localisation is a type of translation service used by global organisations to ensure their products, services, and brand, appeals to a local audience.
It is a process of adaption which considers all elements linked to the particular location of a target audience in terms of language, culture, geographical setting, societal norms, legal requirements, and so on.
Localisation is also known by the abbreviation L10N – which is the first letter L, the middle 10 letters and the last letter, N.
Why is Language Localisation Necessary? 
Language localisation is used by organisations around the world to promote effective communication with their ‘local’ audiences.
Localisation adapts websites, products, marketing, software, social media campaigns, training, and so on, to ensure that these resonate with the local audience at every level.
Localisation ensures content is appealing, relevant and consistent with what a local audience would expect.
For instance, a UK firm expanding into an Arabic market would need to consider the religious adaptions required for entering a predominantly Muslim market to ensure that their products, website, and marketing was relevant and did not cause offence.
Localisation considers the ‘whole’, not just text or written content as with translation, instead it adapts the following factors:
• Images – images are adapted to fit with recognised norms for the country or region. This might include images of people, locations, and so on.
• Culture – cultures vary vastly and although often linked to language, even within the same language and country there can be some major differences. For instance, Arabic is the official language of over 25 countries yet each of these are different in their culture, dialect, mannerisms, and society. Cultural references are adapted to suit a particular audience as each is unique in its own way.
• Currency – currencies are adapted so that consumers can complete purchases in their native currency giving them greater confidence in your brand.
• Format – addresses, phone numbers, dates and times, all vary from region to region. Localisation adapts these so that there are no issues for consumers and everything displays as they would expect.
• Colour – within each culture there are differences around the importance and significance of colour. For instance, in the UK, white is associated with marriage, innocence and purity, yet in some Middle East and Asian cultures it is more frequently associated with death.
• Audio – it’s not just visuals which require localisation, audio also benefits from this service. Local dialects and colloquial language help your brand sound authentic and dependable. Tone of voice is also important and localisation helps find the right tone for a particular audience.
As you can see from the list above, localisation adapts each factor to ensure that local audiences can appreciate and understand your message.
It is necessary as it helps build a positive brand image and promotes strong connections with your target audience.
Once these are established, retaining customers and gaining a good ROI is straightforward.
More information about how to localise your website, how to localise keywords, or how to get the most from your language services provider can be found by clicking on the links.
Alternatively, contact us now to find out how we can help you get the most from your localisation project.
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