Global offices and distributed teams were becoming a lot more common in the modern workplace even before the pandemic hit. Teams need the tools to work together in real-time, no matter where they are. At the same time, brands need to be able to capitalize on the exposure that comes from virtual life. Zoom team calls, webinars, virtual town halls and even workout sessions offer limitless audiences. Brands now have an unlimited, global reach. But it comes with its challenges, especially when translating content. Tapping into a global audience means speaking their language. But when language isn’t a barrier, your brand story can travel the world.
Globalization, localization and internationalization
There are several approaches when it comes to translating content: globalization, localization and internationalization. Understanding the difference helps you choose the best translation tool for your needs.
Globalization is when a brand or organization operates internationally or on a global scale, whether that’s importing and exporting physical products, or offering services. Think Apple, Airbnb or Spotify.
Localization is when you adapt your brand’s content, products or services to a target region, like a specific country or language. It makes it easy for customers to understand and use a product in their native language. Take Netflix, for example: Translating and subtitling hit shows has enabled them to capture massive global audiences. Available in 190 countries and 20 languages, Stranger Things has hit the coveted most-watched spot in India, Iceland and the UK.
But it’s not just about translating content into a different language. Localization has to be culturally relevant too. McDonald’s “think global, act local”- or “glocal” - approach, lets them successfully penetrate and dominate new markets across the world. For example, in India you can order the Chicken Maharaja Burger; while in Mexico, McMolletes are on the menu; and in the Philippines you can order the Chicken McDo with McSpaghetti.
Adapting the design or development of an app or product to enable localization is called Internationalization. Using Netflix’s example, they’ve gone beyond simply translating their content. In their mobile app, the software assigns extra space for any additional words or characters needed for different languages. Localization and internationalization of their product have certainly paid off: their global subscriber list now sits at a cool 203.6 million.
Why is localization important for your brand?
Create deeper connections
Localization helps your customers connect with your brand on a deeper level, building trust and making them more likely to buy. Communicating with your users in their language and tailoring your product for a personalized experience helps you increase brand loyalty. Localizing all parts of the customer journey shows your commitment to your users. And lets you capture new customers throughout the customer lifecycle, regardless of where they are in the in the world.
Build your competitive edge
Staying relevant is essential for survival and that means speaking to your customers in their language. If you want to turn your company into a global brand, localization will play an important role in that success. If you’re localizing your content and product, but your competitors aren’t, you’ll have a stronger position in the new market and a clear advantage.
More than 5% of the world’s population has disabling hearing loss, making audio and video content inaccessible and excluding millions of people everyday. Adding translated subtitles improves inclusion, increases potential distribution and lets you speak to a much wider, global audience.
Translating content the Trint way
Manual transcription is painful enough, add in a ton of foreign language content and it’s near impossible. Projects grind to a halt, teams are overburdened and budgets are stretched to cover external translators. Break down the language barriers with Trint Translation. Trint lets you boost the reach of your content in different languages and new markets with pre-translated transcripts and subtitles. Give your team the tools to work autonomously on foreign language projects. Speak to us in 31 languages, and we’ll transcribe, then translate into 54.
Try the Trint feature and start localizing your content.