Localization is a multi-billion dollar industry. But it is also so much more.  

It is a world full of fascinating examples of cultural understanding and one that, while becoming increasingly interconnected through globalization, is also facing growing divisions. 

In this blog post, we’ll cover: 

• What localization is and how it differs from translation
• Standardized localization processes that companies should follow 
• How localization works and which industries benefit from it 

Can’t wait to get started? Check out our step-by-step guide to successful website localization. 

What is localization?

Localization is defined as the process of adapting products or services to the specific characteristics of different target markets that typically have their own cultural identity. The goal of localization is to maximize commercial success in these target markets and increase the adoption of localized products and services. 

The localization process is a multi-faceted one that goes far beyond just the language itself. It also encompasses elements such as product design, marketing, and legal aspects. 

Localization vs. translation – what’s the difference?

Translation focuses on the linguistic aspect of localization. 

This includes adapting regional expressions and linguistic norms and localizing units of measurement or currencies. Professional translators are more than just walking dictionaries – they are “cultural mediators” who use their communication skills and empathy to create valuable connections between cultures. 

The process of localization goes beyond mere translation. It involves additional aspects such as product design, user interface design, graphics and visual elements, and the communication strategy a company employs. This often requires internal collaboration with multiple teams, such as Graphic Design, Marketing, and Software or Product Development. 

Foreignization – localization’s mysterious counterpart 

Whether you realize it or not, choosing the right localization approach is always a decision between two strategies: Domestication and Foreignization. These terms were coined by translation scholar Lawrence Venuti back in the 1990s. 

In simple terms, it’s about whether you want to retain the concepts, traditions, and terms of the source culture (Domestication) to capture the mood and atmosphere of the original, or whether you want to replace difficult-to-understand references to the foreign source culture by using related concepts, traditions, and terms from the target culture (Foreignization). 

In the world of film and literature, Domestication has been the preferred approach for decades. The logic is that the audience should be immersed in what they are watching or reading. For instance, the children’s educational show Sesame Street often created new characters to better connect with young audiences around the world. The American main character, Big Bird, was replaced by Samson the Bear in Germany and Boombah, a vegetarian lion in India. 

Foreignization embodies our fascination with the “unknown”, the longing to dive into different worlds and discover what they have to offer. For instance, Japanese video games such as the Yakuza series aim to provide Western gamers with an authentic Japanese gaming experience. This makes Foreignization a suitable localization strategy here.

Image source: Deviant Art

Globalization vs. internationalization vs. localization 

When we talk about localization, we often refer to the GILT industry. This stands for globalization, internationalization, localization, and translation. Let’s take a look at these four concepts every globally expanding company should be familiar with. 

Globalization (g11n) refers to the strategy of making products available worldwide, including the related marketing and sales activities. At its core, globalization is a globally oriented business mindset that sets the stage for localization further down the line. 

Internationalization (i18n) designs a product from the ground up so that it can be easily adapted to another culture or language through localization (l10n) and translation. Studies show that localization without prior internationalization can take twice as long and incur significant additional costs. 

Localization in practice 

A few decades ago, companies would routinely underestimate localization. They didn’t fully understand the challenges of launching products abroad. They often only realized how meticulously the process needs to be planned – and that they lacked the expertise to do so – when it was already too late. 

Nowadays, companies call on experienced localization agencies such as Milengo to handle complex multi-language localization projects. These types of agencies are called language service providers (LSPs), and handle a significant portion of the localization work, allowing companies to focus on their core business. 

Core localization tools and technologies

In the early 1990s, the first software programs were developed to simplify and speed up the entire localization process. This included features to maintain multilingual term bases, manage global content, and handle translation resources. The key technologies today are: 

• Translation management systems (TMS): TMS such as SDL Trados or memoQ streamline translation management and ensure consistency. They are especially useful for large projects involving numerous files and translation stakeholders. 
• Machine translation and AI: Systems such as Google Translate, DeepL, and now also ChatGPT provide quick translations that can be refined through human post-editing. This can be highly beneficial for certain industries where time-to-market is key. For example, a global online retailer can translate product descriptions into multiple languages in the blink of an eye and then have them reviewed by experts. 

3 Typical localization examples

Software

Image source: Unsplash

The term localization has its roots in the software industry. 

The software industry places an almost religious importance on User Experience (UX). As a result, the software localization process meticulously tailors user experiences from market to market. Examples of this include micro-content such as date formats, currencies, and units of measurement that appear in the software interface. However, much broader aspects also need to be factored in: 

• Reading direction and characters: Arabic script is read from right to left. Software intended for international distribution must support this writing system from the outset. Fortunately, thanks to the Unicode Standard, which supports double-byte characters, almost all writing systems can be displayed on screen today. 
• Colors often need to be culturally adapted as they evoke different associations in different countries. The same goes for graphics, symbols, emojis, photographs, and pictograms. 
• Learning apps or meditation apps need local speakers whose vocal personality and speaking style align with the local culture. 

Marketing and advertising

Image source: Unsplash

Advertising demands attention. At (almost) any cost. 

But one single localization error is all it takes to ruin the intended marketing impact. 

The devil is often in the details. This is because marketing thrives on subtle nuances that need to be conveyed in a culturally appropriate manner. 

Let’s illustrate this type of content localization with an example: 

Japanese fashion company Uniqlo instructs its Russian translators to avoid direct references to the word “sweat” (Ru.: пот, pot) – even when promoting positive features about the product such as that breathable activewear causes a minimal amount of sweat to build up. In fact, mentioning sweat in Russian everyday culture is uncommon and is considered a minor taboo. 

To localize content, Uniqlo employed paraphrasing strategies. This included references to intense (and thus sweat inducing) workouts or moisture that forms on the fabric of the clothing. 

Lastly, localized marketing content should also rank well in search engines in the target market. As part of an international SEO strategy, local keywords must be researched for the target market and implemented through SEO translations. This is because user search behavior can vary significantly from country to country – for example, Uniqlo customers in Norway will search for winter clothing more often than customers in Spain. 

Film and television

Image source: Deviant Art

Space has a touch of American flair. 

At least, that’s what the famous opening of science fiction series Star Trek suggests: 

Space: The final frontier. These are the voyages of the starship Enterprise. Its five-year mission: to explore strange new worlds; to seek out new life and new civilizations; to boldly go where no man has gone before! 

In fact, the “final frontier” here is a subtle reference to the American Frontier, the settlement boundary that was continuously pushed westward during the exploration of the North American continent which started in the 18th century. The American expansionism of the pioneer era was partly based on theories such as Manifest Destiny, which claimed that God had granted the new American nation the right to settle on the continent in every direction and spread its cultural ideology. 

With its “final frontier”, Star Trek indirectly connects the adventures of the Enterprise with the pioneering spirit of the settlers on the American continent. This subtext would be lost on a non-American audience, which is why viewers in German heard a freer version that back-translates to: 

Space. Infinite Horizons. 

This phrase has achieved cult status in Germany, much like the original opening. Even without the culture-specific nuances of the original, it manages to convey the vastness and allure of the cosmos in just a few words – an excellent example of successful linguistic localization. 

Outlook – the future of localization

Image source: Unsplash

Concerns are often raised that globalization is threatening the cultural diversity of our world. 

Global mega-corporations such as Starbucks, Apple, and Facebook play a crucial role in shaping our consumption and leisure habits. Some media outlets even speculate whether a homogeneous world culture awaits us in the distant future. 

This outlook is closely tied to the phenomenon of cumulative culture. What sets humans apart from animals is our ability to document knowledge – once on papyrus, now in the cloud – and pass it down from generation to generation, ensuring the long-term progress of our species. 

This accumulated knowledge is also shared with groups outside our own cultural sphere – usually not out of pure altruism, but to benefit from the synergy it creates. This is how “cultural contamination” arises during globalization. 

But in this cultural melting pot, is localization even necessary? 

Yes, it absolutely is! 

Humans are constantly creating new cultures that define their identity by setting themselves apart from what’s around them. These cultural identities, with their diverse narratives and values, are no longer confined to their local areas. Thanks to globalization and the Internet, they now cross geographical boundaries. 

Current political developments make the idea of an increasingly homogenized human culture seem unrealistic. 

The looming resource scarcity will further exacerbate territorial disputes and hinder international cooperation. On top of that, the ongoing migration from poorer to wealthier countries, further driven by climate change, is fueling nationalist sentiments and complicating the unification of the global community. 

The world is and continues to be a diverse place – for better or worse. And even major global corporations will not be able to afford to market their products in individual countries without localization in the future. 

Choosing the right localization partner – a strategic decision 

The success of your global expansion hinges on a strategic choice: your localization setup and partner. Localization is more than just translation; it’s about understanding and adapting to diverse cultures, markets, and consumer behaviors. In today’s interconnected world, the importance of localization cannot be overstated.  

Look for a provider with a proven track record, deep industry expertise, and a commitment to quality and cultural sensitivity. A reliable partner can help you navigate the complexities of localization, ensuring that your brand resonates with audiences worldwide.  

At Milengo, we’re dedicated to delivering exceptional localization and translation services tailored to your specific needs. Our team of native-speaking professionals combines linguistic expertise with a deep understanding of cultural nuances to ensure your brand messages are accurately and effectively conveyed.

We also leverage state-of-the-art translation management systems to create streamlined workflows, reduce costs, and ensure consistency across your global communications.  

Ready to take your business global? Schedule a consultation with our localization experts today. Let’s discuss your specific needs and explore how Milengo can help you achieve your international business goals.