Why not use master? What process will you use to ensure continuous localisation (for instance, how are you going to update source messages and bring translations to master)?
Because we use master for our automatic update of our deployments. And when you push to master, our users see that there is an update which they pull, but never understand what was that.
We need to handle this pushing of translations to master, we will manually merge your new branch with master when there is translations.