Making sure your brand's communications are effective in another region isn't just about changing the language of a piece of text – it's also important to make sure it's relevant and understandable to people from very different parts of the world. This is where Brightlines' localisation service comes in.
After translation, localisation can be seen as the next logical step. Often written as 'L10N', localisation addresses the cultural differences which need to be considered when products and materials are adapted for new country or region-specific markets.
The factors considered in localisation
Localisation covers all manner of aspects to ensure your content is received by your new audience in the best possible way.
Superstition and numeric representation are great examples of areas that some brands forget to account for. Did you know, for instance, that the number four is seen as being particularly unlucky in certain parts of East Asia? So much so that some tower buildings in China don't actually have fourth floors.
Imagery should be another big consideration for any businesses looking to boost its brand presence in foreign markets – you'd be amazed at the number of localisation issues that involve graphics. A recent and classic example we came across was the illegal use of the Franco flag in some corporate communications for a world-leading brand. Thankfully this was spotted and rectified by our eagle-eyed team. These are the sorts of things our localisation experts know to look out for.
They may seem trivial at first glance but ignoring cultural nuances like these can hinder the success of even the most carefully crafted marketing campaign.
How do we localise?
With so much technology at hand, it's now possible to learn a country's language from the other side of the world – while it's not necessarily the best way to develop a deep understanding of another tongue, you could actually become reasonably proficient without ever having to leave your hometown. Getting to know the ins and outs of a completely different culture, however, is another story.
The skills of our expert team stretch far beyond translation. The linguists here at Brightlines come from all over the world and understand their respective nations' cultural quirks, traditions and superstitions. This means they know exactly how to ensure your materials make the journey from one country to another without losing any meaning or impact.
Looking to learn more about localisation?
We're experts in localisation but we certainly don't expect you to be, this is why we make such an effort to explain everything in a language you'll understand. If there's anything else you'd like to know about localisation, or any of the other services we offer, please get in touch on 01225 580 770
The trials and tribulations of localisation are explained in further detail here: The art of localisation