How do you think is it a difficult to trade with a country on the other side of the world? Selling and delivering goods thousands of miles away is a difficult task, but technology and globalization have made it much easier.
If everything is more or less clear with logistics, it is really complicated with the sale of goods to the foreigners. Somehow you need to explain to a client who speaks and thinks in a different language that your product or service will solve his problem.
Many companies have already faced this problem in the twentieth century. Corporations such as Coca Cola, McDonalds or Nestle started out as small companies, but thanks to expansion into new markets and competent localization of brands, they have been able to grow so large.
If you own an international business or do localization, in this article we will look at what a localization strategy is, why it is important, and how to improve it.
Localization + strategy = profit
First, let’s find out what localization is. In short, this is the process of adapting something for a particular country or region. For example, advertising campaigns or unique products for specific countries.
The main difference between localization and translation is that it takes cultural characteristics and legal norms into account. In China, skeletons cannot be used because of the cult of ancestors, in Muslim countries – nudity because of religion, and in Germany – everything connected with Nazism. Therefore, when localizing a text, attention will be paid to these points, but during translation they may be ignored.
However, localization is not enough to successfully enter a new market. It should be clearly planned in the form of a localization strategy. It is a sequence of actions and a set of methods to improve the effectiveness of your brand adaptation to the conditions of another country.
Research confirms that brands in product categories such as food and retail are in need of serious localization. They are the ones that best reflect the cultural traditions, tastes and habits of the local population. On the contrary, minimal localization is required for the computer and software market.
The percentage of people who prefer local brands to global ones differs from region to region. For example in Europe and Latin America global brands are more popular. The optimal localization strategy will also be different.
Is it important to create the localization strategy?
If you want to lose money and ruin your image, you can do without it. But if you value your business and want to develop it, take your time and money to create a localization strategy. Investment in this will pay you off.
Without the localization strategy you risk losing:
How to improve your localization strategy?
Distinguish localization from translation
Always remember that localization takes into account legal norms, the culture of the country and the mentality of its inhabitants. Localization is essentially a broader concept. The views on life and the world around, pain points and way of thinking are different in every country, so even the speakers of the same language can perceive the same information in completely different ways.
Work with local experts
Some cultures are simply impossible to fully comprehend. Some peoples have a very extensive and complex culture, so you need to be born in their country to understand it.
If you are planning to expand into a new market, be sure to hire a local marketing or management expert. He will help you avoid many mistakes and explain the way of thinking of the people in this country. With this knowledge, your localization strategy will be much better.
Work on your brand and identity
The main idea of brand is to build an association. What thoughts do your audience think when they see your advertising or your store name? If they aren’t, you need to work on the creating some kind of image for your company.
In the context of a localization strategy, even with a brand in your home country, you need to adapt it to a different market. Pay attention to the name: it can be offensive or misunderstood. Even colors and combinations are important. For example, in Iran, blue is associated with mourning, although in Western cultures it is the color of reliability and trust.
There is also the option of creating a sub-brand with its own name, identity and meaning. For a very different culture, this may be the best option.
Use localization Tools
Feel free to use tools that will make the localization process easier and more convenient. For example, LangShop for Shopify helps you localize your store in over 200 languages.
The app translates text, localizes images and dynamic content in background mode. You can combine automatic and professional translation, and then manually edit it to get the best localization experience.
LangShop is SEO friendly, provides multiple analytics and quality support. Everything to make your business even better. Try your 14-day-free trial now!