Debunking 10 common localization myths

Localization. It’s a word that’s thrown around a lot these days, but what does it really mean? And more importantly, what doesn’t it mean? There are still a lot of misconceptions surrounding this process, and they can lead to costly mistakes. In this post, we’ll debunk some of the most common localization myths and shed some light on what localization really is and who it’s for.

Myth 1: Localization equals translation

One of the biggest misconceptions is that localization is simply translation. And we can’t blame you—some companies do translate their website without factoring in adaptation, so it’s easy to get confused. However, while translation is part of localization, it’s only one piece of the puzzle.

True localization is more than just translation. It’s about adapting your entire product or service to the cultural, linguistic, and technical requirements of a target market. This includes everything from the language itself to the imagery, design, and even the functionality of your product.

Myth 2: English suffices

Is having a website or app in English enough to do business worldwide? Maybe. But do consider this: English is widely spoken and understood in many parts of the world, but it’s not the primary language for the majority of the global population. As statistics show, even in regions where English proficiency is high, people tend to prefer consuming content in their native language.

Myth 3: Localization happens after development

If you want to do localization the right way, you have to begin much earlier in the development cycle. This process has a name of its own, and it’s called internationalization. It involves designing and building a product in a way that makes it adaptable to multiple languages without requiring major changes to the core structure. Through internationalization, you can ensure that your software will handle different character sets, date formats, and text directions (such as right-to-left for Arabic) when time comes to localize.

Myth 4: Machine translation can 100% handle localization

Machine translation tools have come a long way and are now so effective with certain language pairs, that some people have come to believe these technologies can replace professional localization. The reality is, machine translation still lacks the cultural and contextual awareness needed for good localization.

Machines still struggle with idioms, slang, humor, and subtleties. These are all critical for creating authentic and engaging content, so you can’t cut corners on this. Professional localization involves skilled linguists and cultural experts, and they aren’t going anywhere. They are the ones who can ensure your message is not only linguistically accurate but also culturally appropriate.

Myth 5: Localization is only for big companies

It’s true that localization can get costly, but it’s definitely not for large corporations only. Businesses of all sizes can benefit from localizing their content. By investing in localization, even as a smaller business, you can level the playing field and compete more effectively with larger players.

Myth 6: Localization is too expensive

Which brings us to the topic of money. Unfortunately, the belief that localization is prohibitively expensive prevents some organizations from pursuing it. But with the right, affordable tools and some cost-reducing strategies, it is possible to do localization on a budget. Try viewing localization as an investment rather than an expense, and then you’ll realize its long-term value.

Myth 7: Localization is a one-time task

Another common localization myth is that localization is a one-time project. Yes, you’ll probably do most of the work at first, but localization is an ongoing process. It evolves with market trends, audience preferences, and changes in language usage. Slang and colloquialisms are a great example here, because they can change rapidly, which means they require regular updates to stay relevant. Additionally, launching new products necessitates continuous localization so that your content remains accurate and appealing.

Myth 8: All dialects of a language are the same

A related myth is that all dialects of a language are the same. While it’s true that many languages have regional variations, these differences can be significant. Ignoring these nuances can lead to misunderstandings and even offense. For example, using slang or idioms that are specific to one region may not be understood in another. It’s important to tailor your localized content to the specific target audience you’re trying to reach.

Myth 9: Visual content does not need localization

Text is likely the first element you’ll want to localize, but don’t overlook the importance of adapting visual elements.They, too, play a role in shaping how audiences perceive a product, brand, or message. The way images, colors, symbols, and graphics are interpreted differs across the globe. So if you want your content to feel natural and relevant to all of your audiences, do take the time to localize your visuals as well.

Myth 10: Localization can lead to brand dilution

We can agree on this: adapting content for different regions can sometimes dilute brand identity, but this is not really a risk if you’re doing localization correctly. If you’re doing it right, localization will only strengthen brand identity; it does this by demonstrating cultural awareness and respect for the target audience. By maintaining core brand values while adapting to local contexts, businesses can create a more inclusive and relatable image. Successful localization strikes a balance between global consistency and local relevance, ensuring the brand remains recognizable and appealing across markets.

Conclusion

Localization is no longer optional—it’s imperative if you want to gain global success. However, there are so many localization myths out there; hopefully, we managed to show you that the benefits it can provide far outweigh the costs. Remember—this process requires careful planning and execution if you’re planning on doing it properly.