This article is in partnership with Day Translations.

In the third issue of The Linguist Magazine one of the articles shared some case studies that represented successes and failures in localisation.

Localisation is a service where translated content is adapted to the unique cultural environment of the target language spoken in a country. Without this essential localisation work some translations can create embarassment or misunderstandings.

Localisation Done Right

When it’s done correctly, localisation can build strong connections between a brand and an audience as well as it can demonstrate that a brand understands the sensitivities and nuances of a specific culture.

For example, localisation can create a positive association between a product and the consumers. The Linguist Magazine used Coca Cola in China as an example, where the phonetics were slightly altered to have a positive message associated with how the name of the drink is pronounced.

A literal translation of the phonetic pronunciation of the Coca Cola brand would have not made sense in the first instance but it could have potentially upset some people, because the sound would have translated into “bite the wax tadpole”.

Localisation Done Wrong

Getting things right for the Chinese market can be a huge challenge. In the case of translating the famous KFC’s tagline “finger-licking good”, the literal translation meant “eat your fingers off”, which was obviously inappropriate.

This is just one example when it’s clear that translation and localisation must be left to the professionals.

Forbes covered the issue of inaccurate or inappropriate literal translations in a piece entitled “Getting Lost in Translation”, where it highlighted the challenges that businesses face when adapting their messaging to global markets. The author argued that exposure to global markets can bring exceptional benefits, from increased market share to protecting assets from future volatility.

To secure continuous growth in international markets companies need to adapt and understand how different countries respond to marketing campaigns. Forbes uses American Motors’ Puerto Rican marketing campaign for a new car as a cautionary tale. While the brand name of the car had the exotic name “Matador” to create an association of strength as demonstrated by the Spanish bullfighters, the literal translation of the word means “killer” which is not something a car manufacturer would want to tell its potential customers.

Some countries may not be as receptive as others and simply using the same strategy that a company has been applying to its home market may not be as successful in other locations or it may even backfire.

It takes time to research a new market and to understand what local customers want and expect from a global brand.

A company with global ambitions needs to demonstrate it can speak the local language fluently to avoid friction and the perception of being an outsider.

This seamless integration can only be achieved through localisation.

How To Do Localisation Correctly

The best way to adapt sales and marketing messages for a global audience is to use local experts who can not only translate key messaging but also adapt it to the taste and sensitivities of the local consumers.

Day Translations makes the case for always using skilled professional translations to localise content. Localisation goes further than using the local language to translate content as it also considers any regional variations in the language and its meanings.

Doing localisation correctly has a beneficial effect on the bottom line as it prevents costly mistakes including reputational damages: once a local audience has lost trust in a brand due to an unprofessional translation it is very difficult to gain that trust back.