Localisation strategy

Which type of translation is right for your text?

Globalisation and digitisation are shaping the economy. For global companies and their marketing activities, these developments are an opportunity and a challenge at the same time. Both the number of potential markets and the number of communication channels are growing. It is therefore only natural that the need for professional language services is also constantly increasing.

But which language service is right for which situation? At Wieners+Wieners, we distinguish between three distinct approaches for transporting content across languages and cultural boundaries.

Localisation: speaking the language of your customers

Localisation goes further than translation. It is about adapting the communication about a product or service to a very specific region.

The focus is therefore less on the source text and more on the target market.

The aim of localisation is to connect with the target group in an authentic way

Beyond purely linguistic aspects, localisation also takes into account local customs. Spellings, idioms and even details such as time, date, measurements and currency need to be adapted. Because no matter how globalised the market or how digital the channel, your business partners and customers all want to feel addressed. And not just in their native language, but also on a cultural level. Especially on the internet – if your offer doesn’t speak to people, they will quickly leave your site or not even find it at all.

We recommend localisation for:

• online shops
• product information sheets
• case studies

Transcreation: translating ideas, not just words

Transcreation goes even one step further than localisation. It tries to establish a deep connection with the target group through sensitive, emotionally expressive language. In essence, transcreation combines successful intercultural communication with good copywriting. We therefore recommend transcreation whenever the source material has a strong marketing character

The aim is to emotionally engage and motivate the target group.

The focus is on transporting the spirit of the original message into a new language and cultural context. New creative ideas are called for while a word-for-word transfer is definitely less effective.

Transcreation is ideal for:

• slogans
• advertising campaigns
• websites
• headlines
• creative projects of all kinds

We know from experience that language expertise and cultural sensitivity belong together. Whether we are translating an instruction manual, making your online shop fit for a new market or adding some local flavour to your image campaign, we will find the localisation strategy that protects your brand from avoidable damage and makes your marketing activities successful.