How Localisation works in practice

Professional Localisation Services

Join our mailing list

Sign up for our industry insights and free translation advice

Get in touch

Breakfast. One tiny little word, but what does it mean to you? A slice of toast or cereal? Sausages or pastries? Chicken noodles or a ham roll? A cheese platter or naan bread and butter?


Languages vary from country to country; we’re stating the obvious. But sometimes, translating words between them just isn’t enough to foster meaningful communication. You could learn to say breakfast in 100 different languages, but ask speakers of those languages for some breakfast, and they’ll each come back to you with something entirely different. Imagine the surprise and confusion on both ends as you’re presented with a carefully prepared platter that just isn’t what you’d eat at this time of day. The awkward rift created between you by a misunderstanding neither of you expected to come up against. The attempts to move past the awkwardness to reach some middle ground where you know you’re talking about the same basic principle.


When your business targets a new country, there are countless traps to be avoided, hurdles to be overcome and miscommunications to steer clear of in places you might never imagine. 


However, chances are you won’t be there to feel the disconnect when what you’re saying doesn’t match what’s understood. After all, whether it’s ads, websites, or communications, how often are you there, reading them over your potential customers’ shoulders? 


That’s why you need linguistic and cultural experts by your side, pointing out each obstacle and giving you the tools to overcome them before they have a chance to trip someone up. The result? Smooth communications that are understood without question.


Translation services can take you a long way, but it’s localization that ensures everyone’s on the same page from start to finish.