Mirela
Dialects are variations of a language spoken in different geographical or social groups, each with distinct vocabulary, pronunciation, and grammatical differences. While many focus on translating languages, dialects often receive less attention despite their crucial role in effective communication. However, it’s important we incorporate dialects in localization if we want to build meaningful connections with our audiences.
Standard languages vs. dialects in localization
Most businesses tend to prioritize standard (or official version) language when doing localization. For example, when localizing content for Spanish-speaking audiences, many go with Castilian Spanish (Spain’s official variant), assuming it’s universally understood. However, Spanish differs significantly across Latin America (and even Spain), with variations in pronunciation, slang, and even meaning.
Same goes for English, which has multiple variants—British, American, Australian, and even regional dialects within these. Did you know that English alone is estimated to have over 160 different dialects spread across the world?
As a user yourself of various services or products, don’t you agree that you respond better to content that reflects your way of speaking? At least that’s what all the statistics are showing. It gives a sense of familiarity and trust. This is most important in marketing, where emotional appeal plays a significant role in convincing the consumers to make a purchase.
In addition to this, localizing dialects benefits fields where precision in communication is critical. Medical instructions, legal contracts, and official documentation are some of the critical documents you want the local population to fully understands to avoid potentially consequences.
Yet, there are challenges to tackle
Now that it’s clear why you shouldn’t ignore dialects in localization processes, we also need to discuss why they’re often difficult to localize. The primary reason is the availability of resources. It’s hard to find professional translators fluent in specific dialects, especially for less widely spoken variants. Plus, many machine translation tools and language databases focus on standard languages rather than dialects.
Another challenge is maintaining consistency across different dialects while preserving brand identity. As a business, it’s of uttermost importance to strike a balance between localization and maintaining a cohesive global brand voice. Luckily, native linguists and cultural consultants can help with translating regional dialects.
To conclude
Incorporating dialects in localization strategies will likely provide your business a competitive advantage because you’re creating a more personalized user experience for your target audiences. Whether through marketing, digital media, AI-driven interactions, or customer support, the ability to communicate in a way that feels natural to the audience ultimately leads to higher engagement and long-term success.