Localisation, globalization, and internationalization
Localisation, globalization, and internationalization, sometimes we address these concepts here, they are part of our services, but we easily understand that for many people these terms are difficult to distinguish.
Basically, we are dealing with specializations that extend beyond translation. In certain contexts, and phases of expansion of a company, they have a different importance and meaning.
What is localisation?
Localisation services appear as a refinement of translation services. In internationalization processes for a brand, localisation is the process that follows. The localisation will try to really adapt a product or service to the target audience in question.
Regardless of the language, cultural and functional expectations differ. An example of this are the advertising campaigns of international brands. Often, slogans, messages, images, etc., are connected to the culture of the people for whom they are intended. In these contents we find allusions to myths, beliefs, social values, and various appeals, which try to meet people’s preferences.
Often, the localisation service goes beyond adapting the content. On certain occasions, specialists must recreate the messages of the advertising campaigns. This is not only for the sake of maximizing cultural appeal, but also to avoid potentially embarrassing communications.
In the Portuguese language spoken in Portugal, a campaign aimed at a younger audience may use the word “tu” (means “you”) to refer directly to the recipient. However, in Portuguese spoken in Brazil, the “tu” is replaced by “você” and that makes a significant difference.
What is globalization?
Globalization refers to any activity that brings people from different countries culturally and economically together. Around the world we recognize examples of globalization. For example: trade networks of internationally known brands acquire raw material in certain countries, produce in others and personalize content offers for specific markets, according to local languages and habits.
From restaurants, to sports brands, television channels, to online platforms, globalization has brought notorious benefits for companies and consumers for some time. The most recent developments at the beginning of the 21st century, such as the Internet and the expansion of tourism, have fueled the phenomenon of globalization.
What is internationalization?
Internationalization is a corporate-level strategy. The goal is to get products and services to successfully enter new international markets. To this end, a set of complementary services are listed, which aim to adapt the offer of the company that wants to internationalize as much as possible. In this chapter, the assistance of technical experts and people with international experience is crucial.
A simple example of an internationalization process is the design of a software. If this software is to be translated into several languages, it is necessary to ensure that the necessary space for different types of characters is taken care of.
Also, some signs that we know, such as traffic control lights, went through an internationalization process. We recognize the meaning of the color code, regardless of the language.
In short, globalization relates to the processes that make a company expand its business to the rest of the world. Internationalization is an applied strategy to achieve success in international markets. Location is the adaptation of a specific product or service to each of the new markets.
Consenso Global has competent and highly experienced professionals to help companies achieve their goals abroad. If you have internationalization on your company’s horizon, contact us here.