What is Brand Localization?

In layman’s language, we can say that brand localization is simply localizing a brand. It is a process of converting your brand and all it has to offer, including currencies, content, and brand message that is original to your brand, for a new foreign market. Irrespective of the target audience’s native language, local culture, or religion, brand localization is done to give the same look and feel to the brand. Did you know that 88% of companies surveyed by Lokalise state that they are either already localizing their products or planning to do so in the next 18 months.

The power of Brand Localization is established on the understanding that not everyone will respond to a particular marketing strategy. Different localization efforts can lead to better results. A classic example of power of brand localization is the fast-food chain restaurants, brand localization is the prime reason we have so many fast-food restaurants. Once a proper research is done, and you are sure about your brand, the next step is to set up a brand localization strategy.

How to create a brand localization strategy?

The power of Brand localization aims to show how your brand is going to be perceived by a new foreign market. Brand localization goes way beyond the use of marketing materials. It comes with a long-term plan and guides your company to adapt its brand to the language and culture of the target market. Localization strategy is an essential path for your road to success but, as we all know it is impossible to get to your destination without a plan or a strategy.

Brand localization strategy is a crucial component to making your brand a global brand; localization strategy also differs from one company to another. That being said, here is the list of steps on how to create a brand localization strategy.

Analysis

This step in brand localization strategy is all about understanding your business needs, objectives, and goals. This stage also includes target audience analysis, market research, competitor analysis, and resources, including your budget, team, and timeline; these points are considered essential components. The main goal of this stage is to gather all the information and marketing materials you need to make an informed decision.

Choice

All the information and marketing materials gathered in the analysis stage are used in this stage to select the best possible course of action. Decisions are taken according to the scale of localizations (e.g., full scale or minimum viable), which market to target, and which translation and localization services to use. This stage of brand localization strategy also defines your KPIs, timelines, assigns roles and responsibilities, establishes a budget, and determines how you will review your strategies.

Execution

After gathering all the required information and making informed decisions, this stage of execution puts the brand localization strategy into action. These are the steps involved during the execution stage.

• Internationalization- This process in the execution stage ensures the content is in the proper format, avoiding hard-coded texts, and using the correct character encoding.
• Preparation of assets for localization- Assets are the files that need a translation. These assets are essentially required for gathering, organizing, and exporting into code repositories.
• Setting the localization environment- Localization files are stored in the translation management system, for setting the localization conditions, it is essential to ensure that the files are configured correctly and the stakeholders have access.
• Deploying the localized content- When the content is edited and translated, the next step is to publish it on the website, app, or any other platform in the appropriate format.
• Quality Assurance and Localization testing- Localization testing is done to ensure that the localized content is of high quality. For this step, automated tests, linguistic and functional testing are required by native speakers of the target language.

Benefits of Brand Localization

Now that you get to know about brand localization and how to create a Brand Localization strategy. Let us dive into the key benefits of brand localization.

1. Improves Understanding

Before buying any brand, the potential customer will want to understand the product and what they are buying. By localizing your brand, it will give the potential customers an informed decision about the brand and product.

2. Improved customer experience

Improved customer experience is one of the essential benefits of brand localization. This benefit is due to localization efforts for a brand that fits the intended market. Potential customers enjoy products and brands that get modified according to their local culture, slang, and purchasing habits.

3. Increase in the sales number

Brand localization directly leads to an increased sales number. If the potential customer understands your brand and its goals and objectives, they will naturally be inclined to purchase, increasing the sale of the product.

4. Improves Loyalty and brand development

Nowadays, customers prefer to stick to the brand they love. The overall customer experience of the chosen brand through the process of brand localization strategy is what keeps them coming back. The potential customers will turn back to the brand they love even if they have a cheaper alternative for the same. 

Here at Naarg, one of our specialties is localization and, we know it is essential for you and your brand to make an impressive first impression when moving to a foreign market and,this is where we come in use as we provide the highest quality localization services.

What are you waiting for? Let’s turn your customers into fans. Reach us at info@naargmedia.com to build amazing brand.