From business meetings to travel experiences, pronouncing words accurately in a different language builds credibility and appreciation. But many people don’t know how to pronounce unfamiliar names or terms, especially when they’re written with a different alphabet.
That’s where transliteration steps in, bridging the pronunciation gap by making it easier to read and speak words from other languages. Companies must understand what transliteration is and how it differs from translation to optimize their localization strategy and connect with clients, customers, and partners worldwide. Employ these tactics correctly, and you’ll enjoy smoother, more authentic interactions.
What is the meaning of transliteration?
Transliteration is defined as the conversion of written content from one writing system or alphabet to another while preserving the pronunciation. Unlike translation, transliteration doesn’t tell the reader what a word means—only how it’s pronounced.
There are two main approaches: phonetic transcription and orthographic transliteration.
Phonetic transcription
This method emphasizes pronunciation, aiming to capture how the word sounds in its original language using letters or symbols that are familiar to the reader. For example, take the Arabic word for “hello” (“marḥaban”):
مرحبًا
A person unfamiliar with the Arabic alphabet may struggle to read and pronounce this word. However, a phonetic transcription like “marhaban” presents the pronunciation in a way speakers who understand Latin-script alphabets can read and say.
Orthographic transliteration
This focuses on keeping the structure of words as close as possible to their original form, even if that doesn’t perfectly convey their pronunciation in the new language. For example, a transliteration of the Greek word ευχαριστώ (meaning “thank you”) into English might look like “eucharistō.” This preserves the structure and simulates the spelling of the original word, but the pronunciation doesn’t align perfectly with English phonetics.
How phonetic and orthographic transliteration differ
Each approach has different applications, strengths, and weaknesses. Phonetic transcription helps improve spoken communication and accessibility. It allows people to pronounce foreign words correctly without knowing the original script. This is especially beneficial for names, greetings, and common phrases, enabling smoother interactions in multilingual contexts.
Orthographic transliteration is valuable for maintaining the visual identity of words. It demonstrates an understanding of words’ context and etymology. If two words are pronounced the same but spelled differently, an orthographic transliteration will show this, whereas a phonetic transcription will not. Preserving the original structure keeps these terms recognizable across languages, supporting cultural appreciation and consistency in branding.
Translation vs. transliteration: What’s the difference?
Transliteration and translation may seem similar, but they serve distinct purposes that help us engage with foreign languages. So, what sets them apart?
Purpose
Translation interprets the meaning of words from one language into another so the message makes sense in a new language. Conversely, transliteration represents how a word sounds by converting it into a familiar alphabet, but it doesn’t tell the reader what it means. Transliteration is especially useful for names, brands, or phrases that need to sound the same across different languages.
Process
Translation requires the translator to understand a text’s meaning and cultural context. Transliteration focuses on matching letters between scripts based on sound (e.g., transliterating the Cyrillic letter “Д” into the Latin alphabet as “D”), allowing people to pronounce the word without learning a new writing system.
Role in localization
Translation is an essential part of the localization process that adapts content for new markets by making it understandable to local audiences.
Transliteration aids localization by preserving the recognizability of names and key terms across different languages. For example, in Japanese operations, General Electric uses a transliterated version of its name rather than a full translation into the Japanese words for "general" and "electric." The result is:
ジェネラルエレクトリックジャパン株式会社
Here, the first 16 katakana characters (“jieneraru erekutorikku jiyapan”) closely replicate the English pronunciation of "General Electric Japan." The last four kanji characters, “株式会社” (“kabushikigaisha”), denote "Company, Ltd."—a common corporate suffix in Japan. This blend of transliteration and localization ensures the brand remains familiar while adhering to local business naming conventions.
This example highlights the dual role of localization: preserving brand identity through transliteration while adapting content to resonate with cultural and linguistic nuances. Smartling’s Transcreation Tool takes this a step further by adapting the intent of a text into a new language instead of providing one-to-one content translation—just another way Smartling boosts your global media localization efforts.
How to use transliteration
Language transliteration has many practical applications in professional settings and everyday travel. Here are four ways to employ transliteration:
1. Professional communication
In global business, names and terms often need to sound the same across different languages. Transliteration helps professionals accurately pronounce names or industry-specific terms, making communication more precise and respectful.
Transliteration is an essential tool in international marketing and commerce, but it’s only one element of a cross-cultural toolbox. Communicating across cultures also requires expert translation using linguistic assets like style guides and glossaries. That’s where Smartling can help. It uses AI-driven translation tools to ensure cultural relevance while upholding high standards for accuracy. Smartling delivers top-notch translations in half the time for half the cost of traditional human translation.
2. Travel and navigation
Transliteration helps travelers understand and interact with foreign environments. Signs in Cyrillic or Arabic often feature transliterations into the Latin alphabet so tourists and visitors can find their way without learning an entirely new writing system. For example, if you’ve received verbal directions, you need to be able to read road signs to know where you’re going.
3. Language learning
Language learners may use transliteration to familiarize themselves with the pronunciation of words before tackling a new alphabet. For example, someone studying Japanese might see “ありがとう” (“thank you”) transliterated into English-friendly Latin characters as “arigatō.” This process helps learners begin speaking right away, building confidence as they transition to reading the original script.
4. Accessibility for global audiences
Businesses that target international audiences use transliteration when speaking their customers’ language. Whether reaching out to their audience via a website, ad, or video, companies want to ensure their message is accessible to visitors from various regions. Transliteration of brand names, product names, and key terms ensures people who speak Russian, Japanese, or any other non-Latin language can easily understand and engage with content without confusion.
Unlock global expansion with Smartling
Mutual understanding and respect make all the difference when conveying your message to international audiences. Transliteration helps bridge language gaps by making foreign names, places, and phrases accessible. Translation ensures that the content resonates with local audiences. Smartling empowers businesses to achieve both.
Smartling’s AI-powered solutions streamline both translation and transliteration by using AI to automatically detect when transliteration is necessary. For example, it recognizes when a brand name should be transliterated—such as converting “Nike” to “ナイキ” (“naiki”) in Japanese—and when text should be fully translated to match local cultural nuances.
Smartling’s LanguageAI™ technology takes your brand voice, style, and terminology into account, resulting in consistently on-brand, high-quality translations. Plus, with features like the Transcreation Tool, translation memory, and glossaries, Smartling guarantees consistency and creative quality across regions, no matter your scale or constraints.
Ready to enhance your localization strategy? Check out our Global Ready Conference, “Top 5 Insights to Improve Your Localization Strategy,” and overcome your biggest language barriers. Soon, you’ll create meaningful connections with audiences worldwide and take your business to new heights.
