As we discussed in Part 1 of our marketing localization video series, global brand success largely depends on an offering that puts target consumers’ cultural and linguistic identities at the forefront of its message.
To achieve this, companies need to be prepared to undergo research, translation, adaptation, and testing of all the factors that encompass their brands. In short, global brand success depends on a well thought out localization marketing strategy.
But what goes into creating such a strategy, and more importantly, do you risk losing control of your brand by pursuing one? We’ve answered these questions in Part 2 of our marketing localization video series below!
Localization Marketing Strategies: What to Consider
The marketing localization process can be a huge time and monetary constraint for companies looking to handle all aspects in house. It can be even more intimidating if the company has not planned for global expansion in the long-run: something known as internationalization.
Partnering with a localization company that you trust can alleviate much of the stress that goes into planning a marketing localization strategy – particularly that involving language adaptation.
Choosing a Professional Localization Company
Language Connections has been providing localization solutions for over 20 years. Our end to end services cover text and software translation, transcreation, desktop publishing, and testing.
If going global is your next strategic move, or if you just want to make sure that your brand is ready when the time comes, make sure you know what to consider for your localization marketing strategy, and get started on your cultural research today!
If you’re ready to being planning your marketing localization strategy, check out a few of our resources below, or Contact A Localization Project Manager!
More Information on Localization Services:
- Professional Localization Services
- Marketing Localization and Translation
- Website and Software Localization
- Medical Device Translation and Localization
- All Languages Available for Translation and Localization
- Industries We Service
Check Out Some of Our Blogs on Localization!
Part 2: Localization Marketing Strategies: What to Consider
The localization process
Forming a localization marketing strategy is a complex process. It requires a deep cultural analysis to ensure that your marketing content fits seamlessly into the environment of your target audience. This research can and should take into account factors such as:
- Traditional business practices of the target market
- Common idioms and sayings
- Text formatting
- Consumer preferences, trends, and online search habits
- Number, time, and currency formatting
- International regulatory requirements
- Cultural norms of the target market
Keep in mind this research isn’t just important for print or digital advertising. These factors affect everything from the slogan for your brand, to the code of your website and the actual functioning of your product.
Not addressing these elements can forfeit the trust and loyalty of a global audience.
On top of this research, you will likely need to undergo translation (or transcreation) to adapt the wording of your marketing efforts, and A/B testing where possible to see what resonates best with consumers in your target market.
Will pursuing localization marketing initiatives change my overall brand?
While you will likely be making some changes to your strategy, good localization marketing efforts should still reflect the company’s core values.
The secret for a successful international business relies on having an overall brand that any consumer can recognize independently of where he or she is, but introducing changes that make the brand more relatable to different markets.
This isn’t a secret strategy either – global brands have been doing it for years. Take Coca-Cola’s move to China – their famous red can stayed the same, encouraging brand recognition, but their name was slightly altered
Coca Cola = “kekoukele”.
This was done to adapt the brand name for the Chinese language and pronunciation of letters, and to create an emotional response to the product – as the Chinese name translates as an expression of good taste and rejoice.
You may be thinking that adapting your brand in such a way that stays true to your core values, while still pleasing consumers, seems like an insurmountable task. While it certainly isn’t easy, there are professionals who can guide you through the process.
What should you expect from professional marketing localization services?
Professional marketing localization providers know it’s not enough to simply translate texts from prior campaigns and strategies. By working with a professional you should expect not just a provider, but a partner who is as dedicated to understanding and promoting your brand as much as you are.
So, when looking for localization marketing services, you want to make sure you find a company who demonstrates a few things:
- A willingness to understand your brand and company core values
- Cultural and linguistic knowledge of the markets you’re looking to reach
- Access to translators who are native speakers of your target language, as well as those who have industry expertise in marketingand industries relating to your business
- The capacity to handle technically complex projects
At Language Connections we work with experts in several industries to help companies like yours expand internationally.
Leveraging our network of linguists in over 100 global languages, our partnerships with leading software engineers and market thinkers, and our unbeatable client dedication we are able to provide you with all-encompassing translation and localization services for projects of any size.
That way, you can keep control of your brand and ensure that your marketing strategy is properly positioned for whatever global market you’re looking to reach!