What is brand localization and why you need it

Behind every purchase is a human being with unique preferences, some influenced by that person’s background and culture. Brand localization is about recognizing that a one-size-fits-all approach doesn’t cut it in a world as diverse as ours. If you’re new to the concept and want to learn about the many ways localization can help your brand penetrate new markets, read on. In this article, we’ll exploring its magic, challenges, and the profound impact it has on both brands and consumers.

What is brand localization?

Brand localization is the process of adapting a brand’s messaging, imagery, products, and overall marketing strategy to resonate with the different culture, preferences, and behaviors of a specific local market or audience. Your goal with this is to ensure that your brand appears relevant, relatable, and appealing to consumers worldwide.

Localization is more than just translation; it involves understanding the nuances of a particular market, including language, customs, traditions, values, and even regulatory requirements. What this means is that you may have to tweak your brand’s logo, slogan, packaging, and product features to align with local preferences and expectations.

However, all this hard work pays off as you’ll be enjoying multiple benefits. By localizing your brand, you can establish stronger connections with your consumers, build trust, and ultimately drive sales in more than just one market. But we’ll discuss all these advantages below.

Benefits of localizing your brand

There are several brand localization benefits you need to know of, both in terms of reaching new customers as well as strengthening your relationships with existing ones.

Increased relevance

Think of localization as speaking the language of your customers, literally and figuratively. When your brand reflects the culture and values of a local community, it’s like saying, “Hey, we get you!” This deepens the connection between your brand and customers and makes them feel like you’re part of their world.

Enhanced engagement

When you localize your brand, you create a sense of familiarity. By using familiar words, images, and ideas, you invite customers to join the conversation and engage with your brand on a personal level.

Improved customer experience

By tailoring your products and services to the needs and preferences of your customers, you show them that you care about their unique experience and want to make it as enjoyable as possible. This way, you can increase customer satisfaction, loyalty, and advocacy.

Competitive advantage

Brand localization allows you to set yourself apart from competitors and show customers why they should choose you over the crowd. This way, you can gain a competitive edge over businesses that haven’t adapted to local preferences.

Increased sales

When you speak the language of your customers and offer products they can relate to, you make it easy for them to to realize that you’re giving them exactly what they need. Localization is known to increase sales, and – as a bonus – your customers will feel understood and appreciated.

Challenges of localizing your brand

During the process of localizing your brand, you may encounter some challenges such as:

• Maintaining brand consistency. It’s easy to stray too far from your core brand values and messaging in an attempt to appeal to local audiences. Don’t dilute your brand’s identity.
• Breaking down language barriers. Language is not always as straightforward as it seems. Localizing your brand is not just translating words; you need to capture the essence of your message in a way that resonates with people who speak different languages and dialects.
• Juggling logistics. Managing multiple versions of your brand across different regions can get overwhelming. It requires careful coordination and organization to ensure that everything runs smoothly and consistently, from product development to marketing campaigns.
• Cost and resource allocation. For an effective localization, you need to invest in research, talent, technology, and infrastructure. Allocating sufficient resources while managing costs can be challenging for businesses with limited budgets.

These challenges shouldn’t be a reason for stress. After all, even large corporations aren’t immune to making mistakes when it comes to adapting content for different cultures. But with a great brand localization strategy, careful planning, research, and collaboration across teams, you should be able to overcome potential challenges.

Successful brand localization stories

Coca-Cola is known for their adaptability. In China, for example, it’s customary for the brand to launch campaigns during the Chinese New Year featuring culturally relevant imagery and messaging. They also adapt their packaging to include Chinese characters and symbols, which makes the brand feel more connected to Chinese consumers. And let’s not forget their iconic “Share a Coke” campaign where they placed popular local names on Coca-Cola bottles in different countries.

Starbucks often localizes its stores and menu offerings to adapt to various markets while maintaining its core brand identity. For instance, in Japan, Starbucks introduced matcha-flavored drinks and localized store designs that reflect traditional Japanese aesthetics. This approach has helped Starbucks establish a strong presence in Japan while appealing to local tastes and preferences.

Airbnb‘s platform is available in over 60 languages, yet it maintains a consistent user interface across all regions to ensure ease of use regardless of location. Travelers can navigate the platform intuitively, even if browsing listings in a new language. Nonetheless, the platform curates listings based on local preferences. In Japan, for instance, listings might highlight traditional tatami mat rooms and futons, whereas beach bungalows might be prominent in Caribbean searches.

Another fascinating aspect of brand localization is when a brand decides to keep its logo uniform across different regions while changing the names of its products. An excellent example can be seen in British company Unilever with its ice cream brand Wall’s, that is known as Algida, Langnese, Ola, or Kibon in other parts of the world. By keeping a consistent logo, the brand ensures that consumers worldwide can easily recognize their products, and by tailoring the name, they create a sense of familiarity.

Ready to start brand localization?

With POEditor, you can effortlessly manage all aspects of your brand localization projects, from translation and collaboration to version control and quality assurance. Here’s how it can help you achieve your brand localization goals:

• You can assign tasks to translators, track progress, and maintain full control over the localization process, all from one intuitive dashboard.
• Our collaborative features make it easy to communicate, share feedback, and stay organized every step of the way.
• Use built-in quality assurance tools, such as automated checks and the proofreading feature, to ensure that translations meet your brand’s standards and specifications.
• It’s easy to integrate POEditor with your existing workflows and tools using our wide range of integrations and APIs.
• As your business grows, our platform scales to meet your needs.