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Brand localization is one of the major challenges for companies that want to go global. As many people think, localization is not just about translations, there is so much more to it. From creating culture-appropriate translations to modifying the design of apps and websites, you’ve to adapt all aspects of your brand to your target marketplace.
Now, the question here is: what’s the right way to carry out your localization project?
Should a business build up an in-house localization team, or outsource its localization operations to a language service provider platform? Most companies are now going for in-house localization for their brand growth in the international market. So, is in-house localization management actually worth it, or not?
Well, there is no one perfect answer that is right for all localization projects. However, as far as in-house localization is concerned, you need to look at its pros and cons first.
Advantages & Disadvantages of In-House Translation Project Management
For some brands, in-house project management would be the best choice, while for others, it can cause more issues than it resolves. You better get an understanding of all the perks and drawbacks of in-house localization, so you better decide whether it is the right choice for you.
Pros of In-House Translation Project Management Better Understanding of Brand
There is no doubt about it, your in-house employees understand your brand better than any third-party resource. So, there are higher chances that your localization project would be aligned with your brand growth goals. It takes a lot of time to narrate your requirements to vendors. Still, your project may undergo many edits and revisions, if there are gaps in your project understanding. If you have to outsource a large-scale project, there are chances of blunders and mistakes from LSP’s side.
Seamless Communication Between Internal Teams
There is no need to send extensive emails to external teams to send them your requirements. You would not face any gaps in communication if you are managing your localization project in-house. Internal project teams can directly communicate with each other and give instant feedback on things. If you are using Translation Project Management, or linguistic software, it becomes, even more, easier to track your project’s progress. They can easily collaborate with each other in real-time, unlike outsourcing, where you have to wait long in the queue of clients to give feedback to get their response on things.
Maintain Data Confidentiality
If you’re dealing with confidential customer data, such as medical or legal documents, in-house localization would be the right choice for you. Medical service providers and legal agencies have personal clients’ information that should be kept private. Your confidential documents should be in good hands, you can’t trust any third-party service in this case. Outsourcing can cause data preaching and security issues for your customers. Moreover, your customer trusts you with their private information, so you better avoid circulating it around. So, when you do in-housing localization, you hand over the private document to trusted professionals only.
Cons of In-House Translation Project Management It Is Expensive
In-house localization requires you to assemble your own team of experts, which means you have to pay more salaries every month. Moreover, you have to buy resources and tools to carry out day-to-day localization operations. It, indeed, makes your in-house localization more expensive than outsourcing. Developing a separate department for localization operations could be very pricey, so you have to be extra careful about your financial planning.
Requires Frequent Staff Training
Whether you want to hit a new marketplace or bring in the new start of the art equipment, you have to train your existing staff regarding its use. Because your overall localization operations depend on the employees, you have to keep them current with changing localization demands and needs. The training part could be very time-consuming, as you have to do it more often. For instance, if you are buying a subscription for a professional translation project management system, your employees must be trained to use this technology the right way. When you hire a language service provider platform, you don’t have to worry about this stuff.
Resilience to Innovate
Bringing the change is much more difficult when you are managing your brand localization in-house. When you develop an in-house localization system, you have established processes, and your employees got used to going things a certain way. Especially with passive leadership, it is nearly impossible to bring about any innovation. People are afraid of new processes; they have to leave their comfort zone to learn new processes. Moreover, change demands more effort and expenses. So, if you are thinking of getting a subscription for linguistic software, you better be careful about the expense and its overall impact on the employees.
Conclusion
Now knowing the pros and cons of in-house localization project management, you can better decide how to go about your brand localization. There are different factors to consider, such as your localization goals, and your company’s size. It would allow you to choose the best way to localize your brand, so you can earn more ROI, putting minimal effort.
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