Localisation

Localisation is vital to the success of your brand. If you are expanding into markets abroad it cannot be emphasised how important it is to have a full understanding that it is not just about translating your website, but also localising every detail and piece of information within your website to correspond with your target market.

Many customers are unaware of the difference between localising content and not, it is simple – translation and localisation go hand in hand. After all, if your content isn’t localised then it will not reach your target audience!

We will equip you with knowledge and methods, enabling you to communicate in any language – join Lingua Translations and get access to our portal, which you can access anywhere.

What does localisation involve?

In order to have a successful localisation strategy there are several things that you need to consider when embarking on a localisation project:

  • –  Ethnicity
  • –  Local customs and conventions
  • –  Social taboos
  • –  Adapting packaging and products to the market
  • –  Telephone number format and address layout
  • –  Taxes and custom duties
  • –  Colour symbolism
  • –  Text orientation
  • –  Currencies (symbols)
  • –  Formatting numbers, dates, times
  • –  Political sensitivity
  • –  Privacy laws
  • –  Religion
  • –  Local holidays
  • –  Socioeconomic status
  • –  Metric system/imperial system
  • –  Internet censorship
  • –  Images and what they represent
Macdonalds

When bringing the fast-food chain to other countries, it became apparent that not every country has the same perception of the offerings in McDonald’s as the Americans do. In order to be successful in other countries, McDonald’s has successfully adapted it’s menus to fit in with local culture, offering products to fit in with local customs and traditions and adapting names accordingly.

Egypt:
McArabia Grilled Kofta
Southeast Asia:
McRice Burger
Japan:
Teriyaki Mcburger
China:
Black & White Burgers
India:
Maharaja Mac

Brazil:
Pao de Queijo a traditional breakfast cheese bread

McDonald’s burgers are made from mutton not beef or pork in India in line with local diet tradition.

Barbie

Mattel, the toy manufacturing giant is another example of a company which has adapted its product to fit in with its local market. Several countries now have their own Barbie doll:

  • Africa
  • India
  • China
  • Mexico
  • Holland
  • Argentina

Adapting ones product is vital to commercial success and the same goes for websites.

 

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TUI TRAVEL GROUP

Ian Chapman – Director of Holiday Experience –

“Lingua Translations provides instant multi-lingual options for TUI’s 24/7 Holidayline, so 24 hours a day, 365 days of the year TUI’s customers are connected to an interpreter instantaneously. This service is designed to help holidaymakers who find themselves in difficulty and require non-English language assistance.

The service offered by Lingua Translations provides us with instant translation for every destination we travel to, and has proved invaluable.”

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