When businesses decide to expand into international markets, they quickly realize that professional translation will be essential for success. This includes translating legal contracts, marketing campaigns, and company websites.
However, many companies overlook the importance and value of professional localization services.
So what exactly is localization? And why is it crucial for your business?
Understanding Localization
While translation and localization share some similarities, many language service providers offer both services for good reason.
According to GALA (the Globalization and Localization Association), localization is ‘the process of adapting a product or content to a specific locale or market’. The goal is to make target readers feel as though the content was created specifically for them.
While translation focuses primarily on language, localization goes much further by considering graphics, layout, and cultural nuances.
Interestingly, localization is often necessary even when targeting countries or regions that share the same language, such as adapting content from the US market for British audiences.
Real-World Success Stories
Let’s examine some compelling examples of effective localization strategies.
Coca-Cola’s 2013 ‘Share a Coke’ campaign brilliantly demonstrated localization in action. The company printed popular names on their cans to create a more personal customer experience.
Rather than using generic names, they carefully selected names that were popular in each specific region. For instance, Irish consumers found names like Aoife and Oisín on their cans.
The campaign’s cultural sensitivity truly shone in China, where using first names can be considered disrespectful. Instead, Coca-Cola used terms like ‘classmate’ and ‘close friend’, demonstrating their deep understanding of local customs.
ASOS, the online fashion retailer, serves as an excellent example of eCommerce localization.
Their website intelligently detects and displays the appropriate language, shopping experience, and currency for each visitor. They also provide 10 different payment methods to accommodate diverse customer preferences across various countries.
This thoughtful approach has paid off significantly – approximately 60% of ASOS’s sales now come from international customers.
The Business Case for Localization
There are compelling reasons why investing in localization benefits your business:
- Customers are significantly more likely to engage with companies whose content feels familiar and accessible to them.
- Clients who purchase your products or services will enjoy a smoother, more satisfying experience, leading to increased customer loyalty and repeat business.
- Working with localization experts helps you avoid costly mistakes that could damage both your profits and reputation.
- High-quality localization gives you a significant competitive advantage over companies that take shortcuts in this area.
Common Pitfalls That Localization Prevents
Professional localization helps you avoid three critical mistakes:
Customer Confusion
When content isn’t properly localized, especially regarding measurements, currencies, or formatting, customers become confused and frustrated.
Modern consumers value convenience above all else. If they need to manually convert clothing sizes or currency amounts, they’ll simply shop elsewhere.
Cultural Insensitivity
Without deep cultural knowledge, it’s surprisingly easy to accidentally offend potential customers.
Professional localization services identify potential cultural taboos in your content and suggest appropriate alternatives that preserve your original message while respecting local sensitivities.
Brand Damage
Your marketing campaigns or website could inadvertently alienate international customers, creating lasting negative impressions of your brand.
Elements that seem perfectly innocent to you might carry negative associations in other cultures.
For example, if you’re entering the Japanese market, you should avoid using the numbers 4 or 9 in your imagery, as these numbers are considered extremely unlucky and are associated with suffering and death.
Key Elements That Require Localization
Several important elements typically need localization attention:
- Numbers, currencies, and measurement units
- Wordplay, idioms, and humor
- Date formats, phone numbers, and address structures
- Images, colors, and symbolic elements
- Website layouts and domain names
- References to potentially sensitive topics like alcohol and religion
Let’s explore some of these elements in greater detail.
Measurement Systems
Measurements appear in countless types of content, from instruction manuals to product packaging.
Consider a recipe that includes measurements for weight, volume, temperature, and cooking times.
Failing to convert these to local standards creates unnecessary friction and confusion for users.
No one wants to interrupt their cooking to search for conversion charts online!
Date Formatting
Incorrect date formatting can lead to serious misunderstandings.
Whether it’s scheduling an important business meeting, reading expiration dates, or processing payment deadlines on a banking app, absolute clarity is essential.
Imagine a German supplier promising their American client delivery by 3/4/2021.
The American client expects delivery on March 4th, 2021, while the German supplier means April 3rd, 2021.
This kind of misunderstanding can have serious business consequences!
It’s worth noting that a reputable language service provider will consider these details during translation, but it’s always wise to double-check.
Many businesses now prefer using written date formats (like “March 4, 2021”) to eliminate any potential confusion.
Visual Elements
Compelling visuals can significantly boost customer engagement, but attracting international customers requires careful consideration of cultural context.
Consider a travel website featuring a happy family giving thumbs up gestures.
While this gesture conveys positivity in many Western countries, it’s considered highly offensive in several other cultures.
Legal Requirements and Compliance
Sometimes localization becomes a legal necessity rather than just a business choice.
Experienced localization professionals stay informed about legal requirements, including censorship laws and content regulations, that could affect what your business can publish in different markets.
The gaming industry provides a clear example of this challenge.
In 2019, China implemented strict new regulations prohibiting games that feature gambling elements, display blood or corpses (regardless of color), or draw themes from China’s imperial history, including “harem scheming” or “palace official competition” genres.
These regulations emerged from concerns about violence, gambling addiction, and potentially sensitive political references.
The regulatory environment has continued evolving with an increased focus on protecting minors and strengthening industry oversight.
In December 2023, China’s National Press and Publication Administration (NPPA) released the Draft Measures for Online Game Management, proposing even stricter operational standards. These include time and spending limits, bans on mandatory competitive gameplay, regulation of random reward systems, and requirements for game publishers to obtain “network publication service licences”.
Additionally, new Regulations on the Protection of Minors Online took effect on October 1, 2024, mandating gaming hour restrictions for minors, enhanced content filtering, stronger data privacy protections, and mandatory real-name authentication systems.
These build upon earlier anti-addiction measures, including 2021’s daily playtime limits for young gamers and ongoing facial recognition enforcement by companies like Tencent and NetEase, including specific gaming hour caps during school holidays implemented in early 2025.
If you have concerns about legal compliance in your target markets, discuss them with your language service provider.
Now that you understand the importance of localization, you might be ready to find a professional language service provider to help localize your content.
BeTranslated offers exactly what you need. With our team of skilled linguists and extensive industry experience, we provide reliable, trustworthy service.
Contact us today for more information or to receive a free, no-obligation quote.