What is localization?

Localization is more than just translating. As companies are going global, most of them are becoming aware of cultural differences in the process. How do you address a German audience? When American enthusiasm meets „deutsche Sachlichkeit“ (German objectivity), there can be quite a culture clash. British sarcasm may be lost on Germans as well. And what if the examples or stories your Marketing department has always used just won’t work for your German target audience?

Localization expert Lydia Krüger is familiar with monster words such as FUSSBODENSCHLEIFMASCHINENVERLEIH, meaning "floor grinding machine rental".
German is a complicated language. Make sure all those long words make perfect sense.

Why localization is so much better than machine-translated content

Although machine-based translation has been advancing over the last years and is even used by translators for inspiration, there are several problems it cannot solve. For one, the software does not know your company or your audience. It does not know which message you are trying to convey. Often the software misses out on subtleties and nuances of language. It doesn’t understand style. And a lot of times it gets the easiest things wrong, mixing up different meanings of the same word or translating idioms, proverbs and metaphors literally. Most importantly, it doesn’t know the world and culture we live in. Relying exclusively on machine translations for ads and web content is a reputation risk. Fortunately, there is a great alternative: human beings, translators like me, who grew up in the culture and enjoy adapting your copy!

Localization by a professional copywriter

My name is Lydia Krueger. I am a German native speaker and an experienced communications specialist (Master of Science in Communications Management) with an extensive background in journalism and Public Relations. I have been doing translations and localizations (English – German) as well as German copywriting and editing since 2015. Among my clients are international corporations such as Indeed and Vattenfall.

Know-how and personal interest:

  • Communications (PR + Marketing)
  • Human Resources + Employer Branding
  • Psychology
  • Ecology + Sustainability
  • Science Communication
  • Software Development + KI
  • Education

Let’s talk about how I can help you. Please don’t hesitate to contact me.