Top 5 Reasons Why Native Linguists Are Essential For Accurate Localisation

Everyone has been in a situation where they tried to translate a piece of content for their social media and it didn’t sound quite right. In fact, the translation must have sounded hilarious or downright offensive, contrary to what it was originally meant to be. That is because it’s not just about translating words, it’s about bringing in the cultural vibe too. Basically, localisation. And, here is the thing: trying to reach a new audience without native linguists is like coming to a party wearing the wrong dress. You will simply not blend in! When it comes to localisation, native linguists are the experts who understand everything, right from the language and culture, all the way to the tiny nuances. Working with them ensures your message not only makes sense, but also makes waves.

1. Considering the Cultural Context

Native linguists already understand and live in the culture you are trying to tap into. They grew up speaking their mother tongue their entire lives. This means that they have a good grasp of colloquial words or phrases, idioms and cultural contexts. Think about it—words that make complete sense in one language can sound wrong or even offensive in another language. For example, the 1964 slogan for Pepsi was ‘Come Alive! You’re in the Pepsi generation!’ When translated into Chinese, it reads as ‘Pepsi brings your ancestors back from the grave.’ Yikes! Not exactly the message you want to give. By bringing in the native language experts, you can avoid such face-palm moments, making sure your message gives respect to the culture and gels smoothly with the locals.

2. Keeping in Mind the Language Nuances

Ready to explore the potential of audiobooks for your publication? Contact us to discuss how we can help you tap into this growing market. Share your thoughts or questions in the comments below!

Language is not just about words. There are cultural and contextual nuances that should be considered to help your message resonate with your audience the way you expect it to. Native linguists know these nuances like the back of their hand and that’s why they are crucial. For example, while “vibes” and “mood” can be used universally, some of the expressions don’t cross borders quite well. Without the expertise of a native, you risk missing out on these subtle details that actually make your brand feel authentic and relatable to the local audience. So, this means that accurate localisation requires a person who knows what’s trending locally. A native linguist can make sure your message hits right while staying true to the local language.

3. Local Legal and Ethical Guidelines

Localisation is not just about getting your language right. The local laws are no joke either. Every nation or region has rules in place regarding data privacy, advertising and content that is permitted for the public. Imagine going ahead with an ad campaign and getting hit with fines because it didn’t comply with the local guidelines. That’s why a professional translation service is a great way to ensure your campaign checks every box in the legal compliance checklist. When it comes to localisation, enlisting the services of local language experts helps your brand stay compliant and keeps you out of trouble.

4. Build Trust With Local Audiences

People gravitate to brands that actually get them. Brands can build trust with the audience by connecting with them on an emotional level. Local audiences can tell if a brand is just throwing out generic messages without any real understanding of their culture. Native linguists can help your brand genuinely connect with local consumers, making it more relatable and trustworthy. A good example is #ShareACokeIndia, which was the Indian version of Coca-Cola’s global campaign, ‘Share a Coke.’ The campaign focused on the importance of relationships for Indians and personalised bottles with labels like Dad, Mom, Brother, Friend, and so on, in regional languages. This created emotional connection with the local audience as it felt personal to them. So, if you want to ensure accurate localisation, trust a native linguist who speaks the language and lives the culture.

5. Future-Proofing Your Marketing Strategy

Language and culture keeps evolving, and what’s popular at the moment might be completely irrelevant down the line. Similar to how fashion trends keep changing, language and cultural references also keep shifting. By collaborating continuously with localisation experts, you can ensure your brand stays fresh and relevant in the minds of your target audience. Consider how Instagram trends are different across the world—what’s famous in one country might not resonate well in another country. So, brands have to keep up, else they can easily lose their audience. Native linguists can help you stay on top of cultural shifts, trends and other changes that have an impact on how your brand is perceived over time.

Conclusion

Native linguists are the forerunners of accurate localisation. They bring cultural depth, and good understanding of language nuances and legal compliance, so your brand stays ahead of changing trends. For publishers, investing in professional translation and localisation services with native linguists isn’t just something nice-to-have, it is essential for genuine connections with locals. So, next time you are planning to reach a new audience, make sure you’re taking the native route! Kalakrit helps your brand message resonate with the target audience through proper localisation. Our team of experts helps to break language barriers and ensure that your message is heard and understood. Want to know how we can help you with localisation? Reach out to us.

Call to Action

Ready to explore the potential of audiobooks for your publication? Contact us to discuss how we can help you tap into this growing market. Share your thoughts or questions in the comments below!

Tags/Categories

Audiobooks, Publishing, Accessibility, Digital Content, Author Engagement