AR/EN/TR Localization: Beyond Language, Into Culture

For brands entering or scaling in the GCC, offering content in Arabic, English and Turkish is a strong start – but localization is much more than translation.

Real localization builds trust, clarity, and relevance. Here's how to go beyond language.

1. Start With Audience, Not Language

Ask these questions before writing a single word: - Who is the primary decision-maker? (Local, expat, Turkish, English-speaking Arab?) - Which language do they consume content in, not just speak? - On which channels do they spend time (Instagram, TikTok, LinkedIn, YouTube)?

Your language mix might look like: - Arabic-first with English support (KSA, Qatar) - English-first with Arabic support (UAE, expat segments) - Turkish for cross-border campaigns with Türkiye

2. Adapt Tone, Not Just Words

• Arabic copy often uses warmer, more expressive language.
• English copy tends to be more direct and concise in business contexts.
• Turkish copy can lean into emotional nuance and storytelling for lifestyle brands.

Example: a simple "Buy now" could become: - Arabic: a softer, benefit-led invitation - English: a clear CTA - Turkish: a value + trust emphasis

3. Localize Visuals & References

Localization also means: - Images: representation of local dress codes, family structures, and spaces - References: local locations, seasons, and holidays - Colors & symbols: avoid visuals with unintended political or cultural meanings

A Ramadan campaign in KSA cannot just be a generic "spring sale" message repurposed.

4. Align Legal & UX Expectations

Each language audience may expect different: - Form fields (titles, name order) - Currency and date formats - Legal disclosures (terms, privacy, refund policies)

Arabic users may expect RTL (right-to-left) layouts; mixing RTL and LTR requires planned design.

5. Build a Localization System, Not One-Offs

To scale AR/EN/TR content: - Create a term base (key brand and technical terms in all three languages). - Use a style guide per language (tone, formality, preferred phrases). - Maintain a single source of truth for all translations to avoid drift.

Think of localization as part of your brand system, not an afterthought.