How to Optimize Your Localization Workflow: Tools, Tips, and Best Practices

So, your brand is ready to go global. Whatever it is—a daring tech startup with aspirations to become a new unicorn, an e-commerce platform, or delicious guacamole dipping sauce—the world is your oyster, grab it! However, internationalizing your business may sound like a brilliant idea, it is not without perils. Particularly when it comes to localization. Content, website, descriptions, reviews, marketing campaigns, banners, ads, and more need to be translated and adapted to your chosen market to resonate with new audiences. It’s all about making your product/offer as cozy in its new culture as a cup of hot cocoa on a cold winter’s day. It may seem complicated and that’s why we came up with this short guide that dives into the nuts, bolts, and occasional pearls of wisdom needed to optimize your localization workflow and avoid common pitfalls.

The Localization Landscape: Beyond Just Words

Let’s get one thing straight: localization and translation are not the same. Localization (or "L10n" as it is sometimes referred to) cuts deeper. It brings in culture, context, and even humor for a more comprehensive effect. Think of it as tailoring a suit for a new client: if you get the fit and the swag right, they’ll surely be back for more.

Data also shows that language matters. Around 75% of consumers prefer to buy products in their native language, and the assumption that they don’t understand English is not entirely correct: it’s because people are drawn to content that is made for them, that has that extra attention to details. That’s according to a study conducted by CSA Research. Interestingly, they also highlight that 60% of consumers rarely or never buy from English-only websites. Getting this detail right is a key to success or your metaphorical business Titanic might sink.

Why Localization Matters (Even More Than You Think)

Although localization does expand your reach (and sometimes it is a primary goal of a business), arguably, what’s even more important here is the ability to establish lasting connections with your audiences. A study in the Harvard Business Review found that 80% of businesses focusing on cultural adaptation in their content reported a perhaps surprising surge in customer loyalty. People will be more likely to engage with your content, leave reviews, recommend your products and offers to friends and family. Creating stronger brand-customer bonds is essential to winning over a new market, and localization is your trusted partner in this process. Especially, when you don’t operate in the chosen target language.

When Translation Fails (Hilariously)

We know, we know, we are getting a bit too technical and clinical here. Let’s lighten the mood and review a few linguistic faux pas, if you will, that can arise when localizing content or ads.

1. Schweppes Bathroom Blunder

A Schweppes promotional campaign in Italy for its Tonic Water found itself flushed when it emerged that the chosen translation resulted in literally meaning “Schweppes Toilet Water” in Italian. When the company learnt that “il water” means “the bathroom” in Italian, they changed the name to Schweppes Tonica. But history was made nonetheless.

1. IKEA Flatulence Gaffe

IKEA is well known for its peculiar product names. They actually have a whole system of naming their famous furniture and homeware, you can read more about it here. But while most articles just look ridiculous, IKEA took it to the next level with their Fartfull work bench! The idea was to emphasize the fact that the table has wheels, which explains the use of the word “fart” which in Swedish means “speed”. However, it didn’t quite land with English audiences. Take a look for yourself.

1. Parker Pen Embarrassment

When luxury writing pen company Parker Pen launched one of its ad campaigns for the Spanish-speaking markets, they wanted to emphasize how great their pens are. The slogan was already there: “It won’t leak into your pocket and embarrass you”. However, something went slightly wrong and the Spanish translation of embarrass turned into “embarazar”, which also means “get pregnant”. “It won’t leak in your pocket and impregnate you” is not exactly the way to sell your luxurious and fancy pens to businessmen around the Spanish-speaking world.

It’s safe to say that your brand does not want to make this list in future editions of similar articles. Our piece of advice? Translate and localize simultaneously, this would ensure no gaffes filter through.

Essential Parts of Your Localization Project

With the main technicalities down, we can move on to practical advice.

Assembling a Localization Dream Team

Going global requires a finely tuned orchestra of staffers where each part works in harmony to deliver. This isn’t a solo performance: it’s a full production that demands a talented cast, each bringing unique skills to the stage. From project managers to linguists, developers, and designers, everyone has a crucial role in translating not just words, but cultural context and emotional resonance. With the right team, localization transforms from a mere task into an art form, allowing your brand to genuinely connect with audiences worldwide.

• Project Managers: The orchestrators who keep everyone in sync. They handle timelines, budgets, and the inevitable last-minute changes. In short, they make sure the localization train runs on time.

• Linguists: The heart and soul of localization. Linguists are translators, yes, but they’re also cultural interpreters, working to make every word resonate.

• Quality Assurance Specialists: The grammar guardians and style sentries. QA ensures that translations are accurate, appropriate, and error-free.

• Developers: Localization isn’t just about language; it’s about tech, too. Developers ensure your website or app can handle different alphabets, text lengths, and character sets without breaking a sweat (or the layout).

• Designers: Making sure your visuals translate is just as important as getting the words right. Designers adapt images, icons, and colors to make sure they resonate culturally.

Tools of the Trade: Must-Have Localization Software

Without the right tools, localization becomes a very long, arduous, and strenuous task. Like chopping wood with a blunt rusty ax, while you could be cutting right through it with a state of the art chainsaw. Fortunately, the recent advances in AI-driven translations, machine automation, and quality control instruments make it much easier to keep things on track and optimize your workflow. Let’s explore more of this world of localization tools.

Translation Management Systems (TMS)

These are your best friends when launching a localization project. A good TMS organizes, tracks, and manages every part of the translation process. Think of it as your localization command center. Here are a few of the best:

• Localit: This brand-new localization software employs AI-driven technologies to quickly process large volumes of information and/or keys to make quick and easy work of your localization project. Its convenient interface, built-in chats (say goodbye to using Gmail, Slack, and Teams to communicate with team members at once), 111 languages to pick from, and an opportunity to choose your AI machine translating aide (ChatGPT, DeepL, or Google Translate) combined with affordable and flexible pricing, Lokalit is a perfect helper for aspiring startups and medium-sized businesses that value quality and low costs.

• Lokalise: This TMS integrates with design platforms, making it easy for designers and translators to collaborate. Plus, its API plays nicely with most development environments, which means real-time updates.

• Transifex: Known for handling massive projects, Transifex is loved by companies like Eventbrite and HubSpot. It’s particularly great for tech-heavy content and continuous localization.

• Smartling: This cloud-based platform helps businesses like Spotify and WeWork localize their content at scale. With Smartling, translators can see their text in context, reducing the risk of awkward phrasing and layout issues.

The list goes on and on but these few are your go-to destinations when it comes to localization. Here’s a convenient table that compares key features of these TMS:

CAT (Computer-Assisted Translation) Tools

If a TMS is your command center, CAT tools are your soldiers in the trenches. They break down content into bite-sized pieces, helping translators work faster and more consistently.

• SDL Trados: A classic in the translation industry, Trados has a robust translation memory that saves every sentence, so you never translate the same thing twice.

• MemoQ: Known for its user-friendly interface, MemoQ has an array of features that make collaborative translation smooth. With terminology databases, glossary management, and version control, it's a lifesaver for large teams.

Quality Assurance Tools

You wouldn’t publish without a spellcheck, and localization is no different. QA tools spot grammar errors, inconsistencies, and context issues that human translators might miss.

• QA Distiller: An industry favorite for finding issues in translated content. It checks for everything from terminology consistency to style guide adherence.

• XTM Cloud: Known for its built-in QA features, XTM integrates QA into the translation process, saving you from any last-minute headaches.

Automating Mundane Tasks

Every localization project involves a mind-numbing amount of copying and pasting, converting files, and checking formats. Automating these tasks can free up your team for more creative and complex work. Tools like Zapier or IFTTT can connect various parts of your workflow and keep things running without needing constant babysitting.

Best Practices: Your Localization Playbook

The difference between a localization win and a cringe-worthy mishap often boils down to strategizing your project. Let’s take a look at the top practices that are proven to work and will make all the difference for your business.

Start Localization Early

Localization should be baked into the development process, not sprinkled on top at the end. Imagine developing an app only to discover that your UI doesn’t support right-to-left languages like Arabic. Starting early is the best way to avoid nasty surprises (and exorbitant budget changes) down the line.

Embrace a Collaborative Workflow

Localization is a team sport. Set up regular check-ins between your developers, translators, and QA teams to ensure everyone’s on the same page. Lokalit’s built-in chats will come very handy here. This approach prevents silos and avoids the dreaded game of “telephone” where critical details get lost.

Know Your Audience Inside Out

It wouldn’t be the most profitable idea to sell pork ribs in Saudi Arabia or yachts in Mongolia. Conduct deep market research to understand the cultural quirks, preferences, and taboos of your target audience. If you’re selling in Japan, for instance, you may need to adopt a more formal tone, while in Brazil, a casual approach may resonate better.

Rethink Your Visuals

It’s a good practice to adapt your color schemes, visuals, poses, hand gestures, banners, and whatnot to fit the target market. For instance, the well known thumbs up symbol is viewed as a sign of approval for many countries around the world. But you’d better avoid it all costs in Greece, Italy, Bangladesh, most of the Middle East, and parts of Africa. For them it is negative and offensive hand gesture, which can confuse customers if you opt to feature it in your campaigns.

Testing, Testing, and More Testing

The best way to ensure a successful localization is by testing your content with native speakers in the target market. Testing not only catches errors but also ensures that your brand message remains clear and compelling across languages.

Case Studies: Lessons from Localization Triumphs and Fails

The Netflix Model: Going Global, Staying Local

Netflix’s success story is a case study in localization done right. Instead of simply dubbing or subtitling, they invested in original content tailored for local audiences. Shows like "Money Heist" in Spain and "Squid Game” from South Korea became internationally recognized hits that send shockwaves across the traditionally US-dominated domain of movies and series. Netflix also features “top 10 movies/series in enter your country” sections which helps you explore more of your national choices. The streaming giant’s extensive localization teams also make sure that everything from marketing visuals to subtitles meets the highest standards and expectations of local audiences. This is essential for US companies looking to conquer the world: don’t employ the US-way-fits-all strategy, tap into the cultural variety of the world.

The Unexpected Latte in Germany

When Starbucks reached Germany with its humble latte, they didn’t quite realize that "latte" in German is slang for a certain male body part, the difference lies in the grammatical gender (die Latte is wood and der Latte is a coffee drink). While Germans found it amusing and sales weren’t harmed, it shows the importance of running a linguistic check before launching any new product name. After all, the damage could have been much worse.

Airbnb’s Growth in China

China is a challenging market for Western brands, but Airbnb found success by localizing its app and website to cater to Chinese users. They didn’t just translate—they adapted their UX to align with local browsing and payment habits. Moreover, the company recognized that Chinese customers use local messengers like WeChat and Weibo and allowed them to use their log-in credentials from those services, simplifying access to the platform. As a result, they grew their presence in a market where many Western companies struggle.

Your Localization Checklist: Are You Ready to Go Global?

Let’s make sure you’re fully prepared with this quick and useful checklist:

• A TMS in Place: You need a system that keeps all translations organized and accessible, like Localit.

• Native Linguists on Board: Language professionals who truly know your target culture.

• Automated Workflows: To handle repetitive tasks and ensure smooth collaboration.

• Cultural Insight: A detailed understanding of cultural preferences, symbols, and tones for each market.

• Thorough Testing Protocols: To catch errors and ensure quality before launch.

Wrapping Up on Localization

Localization is a powerful tool, but it’s also a delicate art. The best localization doesn’t just translate; it makes the content feel like it was crafted by locals, for locals. Whether you’re breaking into Europe, Asia, or beyond, remember: every market deserves its own unique approach. Don’t just speak the language; speak the culture, too. After all, a good joke (or sales pitch) only lands if it's on the right cultural wavelength.