Multilingualism and cultural adaptation: localizing your product sheets

When a brand goes international, it doesn't just cross physical borders: it enters distinct cultural, linguistic and symbolic territories. To be credible and successful abroad, it must speak the language of its customers - literally and figuratively. 

Translating product data sheets is not enough. A poor translation, whether literal or approximate, can quickly damage brand image, sow confusion about product features, or provoke cultural rejection. And yet, the product sheet is often the first point of contact with the customer. Poorly mastered, it slows down purchase. Well designed, it reassures and convinces. 

This content guides you through the fundamentals of a localized product sheet: from the key differences between translation, localization and transcreation, to multilingual management via a PIM, including adapting visuals, units of measurement and cultural references. The aim is to gain in relevance, confidence and efficiency with a PIM for international markets.

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Adapting rather than translating

Using an automatic translator as a first step may seem convenient, but it in no way guarantees the quality or relevance of the content. A literal translation often produces results that are rigid, poorly formulated or even totally incomprehensible.

Avoid literal translation

Content should be adapted rather than translated, as mentioned. Indeed, grammatical errors, misunderstandings or poorly translated expressions can create a gap with the reader, and even discredit the brand. In a competitive market, a poorly translated product sheet can be enough to turn away a potential customer.

The importance of business terminology

Beyond language, each sector has its own vocabulary. In cosmetics, fashion, technical equipment or food, words must be accurate, precise and understandable. It is therefore essential to establish a mastered terminology, consistent from one language to another, and validated for each market. This avoids misunderstandings, reinforces the readability of the message, and enables the brand to remain credible in the eyes of its various audiences.

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Translation, localization, transcreation - what are the differences?

Understanding the differences between translation, localization and transcreation is essential if you are to adapt your content effectively to each market and maximize its commercial impact.

Translation

Translation is the process of converting content from one language to another, while respecting the original meaning.

It is useful for technical data sheets, product specifications or legal notices. But it's limited when it comes to seducing or convincing foreign consumers, as it doesn't take into account the cultural context or local expectations.

Location

Localization goes further. 

It adapts content not only linguistically, but also culturally. This means transforming elements such as date formats, currencies, units of measurement, or adapting cultural references so that they resonate with the local audience. Localizing means making content appear to have been designed for that market from the outset.

Transcreation

Transcreation, on the other hand, has more to do with creation than translation. 

It is particularly useful for content with a strong emotional or marketing dimension: slogans, catchphrases, sales pitches. The aim is to rewrite the message so that it has the same emotional impact as in the original language, even if this means departing from the source text.

Why are these distinctions strategic?

Depending on the type of content produced, each approach has its place. 

A good mix of translation, localization and transcreation aligns sales objectives with the reality on the ground in each market. It is also a mark of respect for consumers, who perceive a brand as attentive and legitimate.

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Adapt visuals, units of measurement and cultural references

Visuals, measurements and cultural references must be carefully adapted to respect local sensitivities and ensure a consistent, engaging product experience.

Visuals and symbols

The images accompanying a product sheet play a key role in brand and product perception. 

However, certain visuals can have different connotations from one country to another. An image valued in one context may be perceived as inappropriate or even offensive elsewhere. For example, color codes, gestures and the environments shown must be carefully selected to take account of local cultural sensitivities. Adapting visuals shows that the brand respects and understands its customers.

Measurement units and standards

Units of measurement vary from country to country: meters vs. feet, kilograms vs. pounds, Celsius vs. Fahrenheit. 

Similarly, the currencies displayed must be those of the target market. The use of local standards (labels, certifications, regulations) is also an essential confidence criterion for consumers. A clear product sheet that conforms to local standards facilitates the purchasing decision and avoids returns or dissatisfaction.

Cultural references

Any expressions, references or examples used must be understood and accepted. 

A phrase or slogan that works well in your core market can lose all its force abroad if it contains specific idioms or allusions. Knowing how to balance humor, politeness and commercial approach depending on the country is fundamental to establishing a genuine and lasting bond with local customers.

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How do you manage multiple languages in Quable?

Managing multiple languages and product versions without a suitable tool can quickly become a logistical and quality nightmare. PIM is an essential strategic ally.

Centralize multilingual content

A PIM like Quable enables you to bring together all your product data, in all languages, in one place. 

This avoids the errors associated with multiple, scattered Excel files or out-of-sync updates. Each language version is associated with its product, facilitating information management and consistency.

Structuring multilingual fields

To be effective, when designing your PIM , you need to include specific fields for each language: product name, description, benefits, legal information, etc. 

This organization guarantees smooth navigation, both internally and externally, and enables fine-tuning to market needs.

Validation workflow by language

A PIM can also be used to define roles and permissions for local managers or translators, facilitating content review and validation. 

In this way, modifications can be monitored, controlled and put online with complete peace of mind, avoiding publication errors that damage the brand's image.

Checklist for a successful localized product listing

To ensure that your product sheets are fully adapted to each market, here is a practical checklist to follow:

• Professional translation: Avoid unchecked machine translations, prefer translators who are experts in their field.
• Content localization: Adapt units of measurement, currencies, date formats and telephone numbers.
• Visual adaptation: Choose images, colors and symbols that respect local cultural codes.
• Proofreading by native speakers: To guarantee relevance and fluidity, all data sheets must be validated by local managers or native translators.
• Compliance with regulations: Integrate mandatory information specific to each country (standards, certifications, warnings).
• PIM management: Centralize and organize multilingual content in a dedicated tool, with adapted workflows.
• Follow-up and updating: Set up a regular process to update data sheets in line with market developments.

This methodology ensures not only information quality, but also an optimal customer experience, the key to international success.

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Conclusion

Successful international expansion requires a perfect command of the local language and culture. Adapting product information sheets is more than a literal translation: it's a strategic approach that involves understanding the specificities of each market, adapting content visually, linguistically and emotionally, while ensuring the overall coherence of the brand. 

With a PIM like Quable, companies can easily centralize, structure and deploy their multilingual content across all channels. Managing languages, validations and updates then becomes a performance driver.

More than just a technical issue, localization is a mark of respect for the consumer and a strong competitive factor. By taking the time to properly localize its product data sheets, a brand increases its credibility, its conversion rate... and its international success.