Why do some brands manage to thrive in international markets; while others could not make it through? It’s all about how well they pull off their brand localization strategy.
It has been proven through evidence that customers are more likely to connect with brands that are localized.
Let’s find out what is the localization strategy and how you can do your global enterprise localization, the right way.
A brand localization strategy is a systematic plan to carry out all brand localization activities and tasks. These tasks typically involved content translations into the local language, modification in website and app designing, and changing the formats.
However, it is not just about word-to-word translations, as most people think. Brand localization is a holistic approach to transforming all elements of your brand for a foreign marketplace.
The purpose of localization is to make your brand seem more familiar to customers. In your localization strategy, you have to consider the cultural nuances of the market that you are going to target.
Have you wondered why some brands that totally nailed the local market, turn out to be a failure in a foreign marketplace?
It happens because people from different parts of the world perceive your brand differently because of diversified cultures, languages, interests, and demands. Here are some important tips that you must follow to create a robust global enterprise localization.
First thing first, no one can better understand your audience’s pain points and personas than a local translator. He would use the right content tone and better target the needs of the customers.
Having native translators in your translation and proofreading team would significantly improve the accuracy and quality of translated content.
Native translators would create a better-localized brand experience because they understand the local market dynamics.
You don’t really need to hire in-house translators. It is easier to find native translators online who can work for you remotely.
As you expand your business to multiple marketplaces, your need for localized content will significantly increase.
To cope with the growing need for translations and localization tasks, you must have a professional translation solution for enterprises or a localization platform that would help you manage the excessive localization workload.
You can contact a TMS vendor and customize your monthly subscription plan based on your unique localization needs. These systems would streamline your operations and optimize the localization workflow.
You can generate automated translations with good accuracy and quality – that too without human intervention.
Moreover, your overall localization operations would speed up, so you can achieve more work in relatively less time.
A professional translation solution for enterprises will support your translators and localization team members in their everyday work management, and the overall burden on your employees would also decrease.
When it comes to brand localization, you have to carefully manage the technical side of things. For this, you better start off keeping the localization in mind from the very beginning.
It means you must build your websites, apps, and software using Unicode. Hard coding your elements is a big no if you want to expand in global markets.
When you hard code your website, it takes a lot of time and effort to localize the website because your developers have to do a lot of modifications to the code.
So, to keep your localization processes smoother and hassle-free you must develop your websites and mobile apps in Unicode only.
For this, you have to hire developers who have experience in writing Unicode. It would save a lot of time that you can invest in other important tasks.
Just because you have seen a country in Hollywood movies, or you’re following a YouTube influencer from a region, doesn’t make you get a full understanding of their culture.
Instead of doing blunders in your brand localization, you better hire a culture expert for advice. Professional culture consultants would direct you on how to go about your brand localization for a particular market.
Moreover, they would also guide you about all the do and don’t in that culture. In case you want to set up your business workplace in every market, they would also help you create a desirable organizational culture.
Beating the competition in the target markets is not a piece of cake, especially for the ones who have made a strong persona.
To thrive in a foreign market, you must be aware of your competitors’ tactics and what they are up to. To make your brand stand out in intense competition, you have to come up with the right localization and marketing planning.
Similarly, you must keep an eye on the trends in that market to fill the gaps between customers’ demands and what your brand is delivering. This way, you can improve the overall customer’s brand experience.
Implementing the tips and guidelines provided in this article would help you build an effective localization plant for your brand.
Moreover, make sure you have all the tools and resources that you may need for efficient localization project management.
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