Okay, so let’s get something straight real quick.
When most people hear “multilingual communication,” they think it just means… translating stuff into a few different languages and boom, done. Right? Like, you take your ad, slap on some French, Arabic, maybe Mandarin, and call it a day.
But nah. It’s so much more than that.
It’s not about just saying the same thing in different languages. It’s about connecting. Actually getting your message to land in a way that feels right to the people reading or hearing it. That’s where customization steps in and makes a huge difference.
Not like “change a word here and there” kind of customization. I mean like flip your whole approach so that what you’re saying makes sense emotionally, culturally, and stylistically. You’re not just translating. You’re talking to humans.
Why “Just Translate It” Doesn’t Work (Anymore, or Ever Honestly)
Okay ,story time.
There was this global fashion brand (can’t name-drop, but you probably know them), and they ran the same “Look bold. Feel bold.” campaign in like five countries. In English? Cool. Punchy. Makes sense.
But then they translated it directly into Korean and Arabic, and uh… it flopped. In one place it came across weirdly intense. In another, people thought it was for deodorant or something.
Moral of the story: direct translation doesn’t carry vibes. Like, tone and emotion get totally lost in translation sometimes. What feels inspiring in English might sound straight-up aggressive or cringey in another culture.
That’s why you need to customize not just linguistically, but culturally too.
So… What Is Customization?
Glad you asked.
- Customization is more than just turning “hello” into “hola” or “bonjour.” It’s stuff like:
- Switching up the tone, like using slang if you’re talking to Gen Z in the US
- Rewriting whole paragraphs if the audience prefers stories over bullet points (looking at you, Italy)
- Changing the colors and design based on what a local audience finds appealing
- Realizing that emojis don’t mean the same thing everywhere
- It’s the difference between “we translated this for you” and “we actually made this for you.” Big difference.
- And people can feel it. Like deep down, they know when something was made with them in mind. And that? That’s what hits.
- Where It Really Counts
- So let’s say you’re launching a website for Asia, Europe, and the Middle East.
- You could just copy-paste your content into different languages, sure. Or… you could:
- Make it more formal in Germany
- Add humor and casual vibes for Australia
- Change visuals for the UAE so they’re actually relevant there
What happens then? Your bounce rate drops. People stay longer. They actually buy stuff.
Because again, it feels like the site was made for them. Not just lazily translated.
That’s when you know your multilingual strategy is doing its thing.
Yes, Tech Helps… But Calm Down With It
Alright, let’s be real, AI is cool. Tools and plugins? Great. Speeds things up for sure.
But machines still suck at vibes.
Like sure, AI can translate a sentence and get the grammar right. But the emotion? The feel? The weird local inside jokes? Nah. That still needs a human brain. Preferably someone who knows what’s up in that country, not just someone who studied the language in school.
So yeah, use the tools. But don’t rely on them completely. Mix it up automation for speed, humans for empathy. That’s the move.
Because no one ever said, “Wow, this translation made me feel so seen,” after reading something obviously churned out by Google Translate.
Don’t Do These Things, Please
Since we’re here, a few common screw-ups to avoid:
- Thinking your message will work the same everywhere (lol, it won’t)
- Forgetting that jokes don’t always translate—what’s funny in Canada might get you canceled in Thailand
- Going all-in on AI and skipping the human part
- Using visuals that don’t match the culture (don’t assume everyone vibes with the same symbols or colors)
- Skipping research and just “winging it”
- Basically: think like a local. Even if your brand is global.
So What Do You Do With All This?
Start small. Seriously.
Pick one market. Look at your content—ads, emails, landing pages, whatever. Ask some locals or native speakers what they think. Change stuff. Test it. Change it again.
Eventually, you’ll stop guessing and start knowing what works.
And that’s when things get really good.
Wrapping Up (Finally)
You can totally keep doing the bare minimum. Translate your stuff, pat yourself on the back, move on.
Or—and hear me out—you could actually take charge. Be intentional. Customize things. Make people feel like your message was meant for them.
It doesn’t need a million-dollar budget. You don’t need 12 linguists on payroll. Just some curiosity and a little effort.
And if you’re like “uhh yeah I don’t have time for all this,” that’s cool too—because that’s literally what we do at TransLinguist. We help brands not just translate, but connect—with style, with clarity, and with culture in mind.
Wanna see how your content could sound in Tokyo and in Dubai without sounding robotic or weird? Hit us up TransLinguist.
FAQs
Why are style guides and glossaries so important?
They lock in brand voice and approved terms for every market, so linguists (and AI) work from one source of truth. The result is faster turnarounds, fewer errors, lower rework, and consistent quality across languages.
When should we use transcreation instead of standard translation?
Use it for creative content taglines, ads, and campaign headlines where emotion and cultural nuance drive action. Transcreation recreates the message for the target culture, preserving intent and impact rather than translating word-for-word.
Can machine translation be customized and how does it help?
Yes. Custom MT with glossaries, domain training, and “do-not-translate” terms improves accuracy on brand names and industry jargon while keeping speed advantages.
