Expand Business and Reach New Markets by Localizing Your Brand
The process of expanding a brand across borders has become more accessible than ever before due to the globalization of markets. However, merely translating messaging into a different language is not enough to localize a brand successfully. Brands must adapt their branding to reach their target audience and connect with people locally. This process is known as brand localization, and it is critical for companies to achieve growth in these markets.
Companies aiming to create a localized brand that resonates with people in specific regions need to consider cultural and linguistic differences, local competition, and legal compliance of the target market. By understanding these factors, companies can differentiate themselves from local competitors, develop localized marketing strategies, and establish local partnerships to gain insights and increase brand awareness. This approach enables companies to engage with the target audience, regardless of their location, language, or beliefs, while still maintaining the essence of the global brand.
Cultural and Linguistic Considerations
Global brands must understand the culture, language, customs, values, and beliefs of their target audience to create a meaningful localized brand. A great primer for marketers seeking to better understand global cultures is When Cultures Collide by Richard D. Lewis.
Local Competition Analysis
To differentiate the brand in the market, it is crucial to have insights into the local competition. Identifying competitors' strengths and weaknesses can help position the brand as the best alternative. Industry analysts and agencies with local experience can give you a jump-start.
Global brands need to comply with local laws and regulations while adapting their branding and marketing efforts. Contacting federal and trading-region trade offices is a must for local commercial operations leads.
Tailored Marketing Strategies
Localized brands must develop marketing strategies that are relevant to the target audience and consider the media channels, communication preferences, and reach of the target market. Ensure product and brand names and messaging have a positive meaning in local languages. Pair your use of translation services with experienced local employees who can double-check that your intended messaging and positioning appear as intended in translated copy.
Partnering with local businesses, influencers, or organizations can help global brands gain local insights, increase brand awareness, and establish credibility in the local market.
Several SaaS companies have localized their brand to better connect with local customers in different regions. For example, Slack, Salesforce, HubSpot, Zoom, and Dropbox offer their platforms in multiple languages and tailor their marketing campaigns and offerings to specific regions.
- Slack – The team collaboration software provider localized its brand in German, French, Spanish, Japanese, and Chinese and adapted its marketing and messaging to suit each region's cultural nuances.
- Salesforce – The well-known cloud-based CRM software company has localized its brand through regional versions of its website, content, and customer support as well as country-specific tax codes and currency conversion capabilities.
- HubSpot – The marketing and sales software provider offers its platform in Spanish, French, German, and Japanese, with tailored content and marketing campaigns for specific regions, including region-specific blogs and social media accounts.
- Zoom – The videoconferencing software provider offers its platform in Chinese, Japanese, Korean, and Spanish and localizes its marketing through partnerships with local organizations and influencers to build brand awareness.
- Dropbox – The cloud storage and file-sharing platform offers its product in Chinese, Japanese, Korean, and Spanish and localizes its marketing campaigns by featuring local customers and case studies to showcase relevance and impact in each region.
Brand localization is important because it allows companies to connect with their audience on a deeper level by creating a brand experience that resonates with them. By adapting to local preferences, companies can build trust and credibility with customers, which can lead to increased brand loyalty and revenue.
A report published by CSA Research revealed that 40% of global companies surveyed had missed their international revenue targets due to poor localization strategies. In contrast, a survey by SDL found that 30% of businesses reported an increase in sales because of localizing their website.
Companies that do not localize their brands risk creating a generic and impersonal brand experience that fails to resonate with local customers. This can lead to a lack of interest in the brand, negative perceptions, and ultimately, lower sales and revenue. Additionally, companies that do not take local laws and regulations into account when creating their brand can face legal issues and damage to their reputation. Not localizing a brand can be a costly mistake for companies looking to expand their global reach.
"Brands that don't localize fail. If you don't speak to your audience in a way that is authentic and resonates with them, you're going to lose them." – Neil Patel
SoftwareReviews’ team of marketing and brand experts has a wealth of expertise and resources to guide you in your brand localization efforts. To assess whether your brand is contributing to successful localization efforts, you can start by asking yourself basic questions such as:
- Are the brand's messaging, content, and products accurately translated into the local language?
- Has the website been localized to meet the language and cultural expectations of the target audience, including images, colors, layout, and up-to-date content?
- Have the marketing efforts been tailored to the local audience, using local channels, social media, and advertising platforms?
- Is there a local customer support team in place to effectively communicate with the local audience?
- Does the brand comply with local regulations, including product labeling requirements and data privacy regulations?
- Have positive feedback and reviews been received from the local audience, indicating effective localization efforts?
- Does the organizational structure support localization efforts adequately and are processes fully optimized?
- Does the technology adequately support localization efforts?
- How does the brand compare to local industry leaders in terms of performance, and what sets them apart?
A negative answer to any of these questions may indicate that you should revisit your brand localization.
Any company or organization that aims to expand its business and reach new markets should consider localizing its brand. This includes global corporations, startups, non-profits, and any other entities that want to establish a presence in a new market. Brand localization is essential for any entity that wants to succeed in a new market and establish a long-term presence.
Other Related Publication