Localization to Unlock Brand Relevance & Global Growth

 Localization to Unlock Brand Relevance & Global Growth

With the increasing competition in the international marketplace, brand relevance has become more important than ever before. Companies now focus on building brands from the “customer first” approach only. It is estimated from the research that top brands, around the world, focus more on staying relevant to their target audience. Localization helps the companies maintain their brand relevance to each region based on their interests and preferences. When you look at the companies capturing the highest share in the global marketplace, they’re always the ones relevant to the cultural nuances of a country.

Localization project management is becoming very important for a brand to remain competitive in the global landscape. Local customers are more likely to accept a brand or buy from a company that seems local. In this article, we’ll discuss the importance of localization to enhance brand relevance and accelerate business growth globally.

Why do I need brand localization?

It is a major misconception that brand localization is not for every business, and only some specific types of brands need to localize themselves. Every business needs to capture the attention of customers and build the credibility of their brand in the foreign marketplace, which is only possible if their brand is well-localized. Brand localization is an opportunity for businesses to build a good relationship with foreign customers and connect with them on a deeper level. Especially, the western brands that want to capture the Asian market should know the importance of localization because most people don’t understand foreign languages here.

Moreover, some Asian countries show resilience to western brands, so you better act as a local than a foreign brand. However, for any company operating in multiple regions, it sometimes becomes challenging to maintain relevance, and they need the Best localization management system.

How does localization drive brand relevance?

In brand localization, you focus on the core demands and interests of your target audiences and modify your brand to those preferences in every region. Localization is a strategic way of making more people resonate with your brand, without spending more money on marketing and stuff. Big companies like Nike and Amazon have mastered the art of localization that helps them make their brands fit in the local cultures. Localization allows your brand to connect with customers on the deepest level. Not just the big brand, but many small businesses are also investing in localization to unleash the true power of their brands in a foreign region.

To fully localize your brand, you have to modify each aspect of your brand in a way that resonates with your target audiences. Brand should speak the language of customers, and with that designing and formatting must be localized as well.

Things to consider while doing brand localization

Localization is not just about translation, as most brands would think, there is so much more to it. When it comes to brand localization, there are several aspects of your brand that a business needs to consider. In the process of localization, you have to adapt the messaging, content, marketing, and overall persona of a brand to the local interests. Following are some important points to consider while localizing your brand for any foreign region.

Translations

As far as localization of a brand is concerned, the language translation is a fundamental aspect of it. Which language your brand speaks has a huge impact on your customers because it directly influences your brand’s communication with its audience. When you communicate with the audience in their mother language, it enhances your chances of developing good relationships with them in the long run. This way, you are likely to attract more local customers and enhance your business sales and revenue.

Do you know that around 70% of the world’s population doesn’t speak and understand the English language? Especially in Asian countries, most people understand English. Considering this in mind, you must create an inclusive brand that speaks local languages. Make sure you are translating the brand content using the right dialect and vocabulary that is more familiar to locales. Moreover, you avoid using phrases and idioms that would become hard to translate into another language.

Brand Tone

Localization means adapting your brand, but make sure that you are not losing the unique tone of your brand down the line. Most of the time, brands go overboard with translations that the original voice of their brand lost in the process. Make sure it is not happening with your brand. If you are hiring a team of translators for the purpose, make sure they have a good understanding of your brand voice. We know that every translator has their own style of translating content, and brand guidelines would allow them to stick to the original tone of your brand. Moreover, providing the glossaries along with translations can help you maintain a consistent brand tone throughout all regions.

The brand with an unchanged tone seems more credible, and customers are also more likely to trust the brands with a consistent voice.

Cultural Context

Localization is not as simple as it may seem. Culture is an important factor to consider while localizing your brand. It is not just about doing translations or modifying the design of the website, but you have to carefully analyze the culture and social norms of regions to develop an emotional connection with customers. The translation that is not appropriate culturally can badly impact your brand’s reputation and cause offense to the locales. Even the big companies have gone wrong with the cultural context and put themselves in awkward situations in the past. So, you should avoid it in the first place. All of your marketing efforts in a foreign region should be culturally relevant, it would help your brand thrive in that marketplace. Moreover, this way you can avoid being insensitive towards the cultural and social sentiments of the local audiences.

Use a Professional TMS

When you are targeting various regions at the same time, it sometimes gets difficult to manage your localization projects manually. You must have a reliable and professional localization project management system in place to effectively localize your brand in different regions. These systems would allow you to manage high volumes of content faster, and you can easily manage the remote localization team. You will have higher transparency of what is happening throughout the localization project and gain more control over things. While buying your perfect TMS translation management system, make sure it contains all the required features that you may need to fulfill the unique localization needs of your brand.

Examples of Big Brands

Following are some great examples of how big companies are acing the localization game and generating good revenues in the global marketplaces.

Coca Cola

Coca-Cola is a big example of how they have taken over the world through brand localization. In different countries, you’ll find coca cola packaged differently with their logo written in the local language. The companies very well know how to use the cultural influences and trends to grab the attention of maximum customers. Their campaign “share a coke” went fairly well around the world, when they printed common first names of a region on their product packaging. Through this campaign, they have not just encouraged the idea of sharing the coke but also given their product a very local feel. This campaign also worked very well in a country like China, which is known for its resilience towards western brands. Similarly, in China, they have printed famous celebrities’ photos on coke cans, again giving their brand a local touch.

Netflix

Another great brand that has gained immense global success over the past few years. There are many factors that have made Netflix a successful media streaming platform, and its localization strategy is one of them. The company focuses on keeping its user experience personalized based on local tastes and preferences. When you log in to your Netflix account, the interface you see is very different from what someone in India, or South Korea would see. They have localized their Netflix interfaces for every region to give a personalized and improved user experience. Moreover, the movie suggestions are also different for each user based on their interests.

They have translators from around the world who look after their localization project management. Now, you can find many Netflix original series translated into the local languages to reach across borders. They hire experts for dubbing to provide a seamless and real experience to their customers.

Wrapping Up!

Localization really gives any business a competitive edge and allows it to expand its customer base rapidly. Almost every global company implements localization to their global strategy to gain maximum share in the marketplace. Localization is important for every brand, regardless of its scope, or the type of product it sells. However, the brand has to be very careful while doing localization, making sure that the translation is culturally appropriate and they are not hurting the emotions of locals. Having a professional localization management system can also help you effectively manage the localization operations. Based on your localization needs, you must choose your TMS wisely that contains all the right features you need to run your day-to-day localization operations.

jamesadam

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