🌍 What’s the Difference Between Localization and Translation?
When entering new markets, many companies assume that translating their content is enough. But translation alone can’t guarantee emotional connection—or even clarity—in a different culture.
That’s where localization comes in.
🧩 Translation = Converting text from one language to another
🧩 Localization = Adapting the full experience for a specific culture
Translation is a part of localization. But localization is the bigger picture—a process that includes cultural, visual, and functional adjustments to ensure your product or content feels truly native to the audience.
🧠Why Localization Matters More Than You Think
Let’s say you’re expanding into the Middle East, Latin America, or East Asia. You translate your website—but:
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Your product images include gestures or clothing that could be offensive
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Your “A is for Apple” education content doesn’t make sense where “Apple” starts with a different letter
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Your health app colors imply illness in one culture and wellness in another
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Your catchy slogan accidentally translates into something inappropriate
This is why cultural adaptation is critical.
Localization adjusts:
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Text and language tone
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Images and color schemes
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Symbols and icons
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Currency, measurements, dates, time
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User experience (UX) for local expectations
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Regulatory and compliance messaging
🎮 Real-World Example: Nintendo
Nintendo localizes its games for every market—not just translating the text, but adapting characters, humor, tutorials, and even gameplay mechanics to match cultural norms. This ensures emotional connection and player immersion worldwide.
đź” Translation: The Heart of Localization
Translation is still essential—and it needs to be done professionally. A great translation team:
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Translates for meaning, not just word-for-word
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Knows the industry-specific terminology
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Maintains tone, intent, and voice
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Works hand-in-hand with localization specialists
Depending on the content type and business goals, you might use:
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Human translation for high-value content (marketing, legal, medical)
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Machine translation + post-editing for high-volume, low-risk content
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Hybrid approaches for scalability and cost efficiency
⚖️ Localization vs. Translation: A Quick Comparison
đź’¬ Localization in Marketing, UX, and Design
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Marketing: Your slogans, calls-to-action, and taglines must resonate in context—not just translate literally.
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UX/UI: Buttons, menus, and layouts might need resizing or shifting based on language length or script direction.
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Design: Colors, icons, and imagery may have to be swapped entirely to avoid cultural missteps.
đź’ˇ Best Practices for Localization + Translation
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Start with internationalization (see our i18n guide)
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Use native-speaking linguists with subject matter expertise
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Build cultural research into your strategy
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Localize beyond words—design, tone, context all matter
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Test before launch in your target market
đź”— Where Localization Fits in the GILT Process
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Globalization = Your big-picture expansion strategy
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Internationalization = Preparing your tech and content for flexibility
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Localization = Adapting your message to specific markets
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Translation = Executing the language conversion accurately
Each stage builds on the last—and localization is where your message truly becomes local.
🤝 Need Help Making Your Content Feel Native?
At Targem Translations, we help brands across industries create content that resonates—with expert localization and professional translation services in over 300 languages.
Whether you’re launching in one country or fifty, we provide:
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Culturally adapted translations
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Local market insights
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Visual localization for packaging, design, and media
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Post-edited machine translation options
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Linguist QA and third-party review services
📌 Don’t Just Translate—Localize.
True connection happens when content feels familiar—not foreign.
👉 Email us or Schedule a 15-minute call to localize your brand for global success. Let’s get your questions answered.
