Understanding the Importance of Localization
Why do some global brands catch on like wildfire while others sort of fizzle. My take is, one of the big reasons is localisation. It’s not exactly a new idea and yet, it’s often misunderstood or worse, ignored entirely. Some businesses are still peddling generic messages and campaigns across their entire audience base.
Here’s the thing though - localising isn’t about making a direct translation. It’s about taking a real and concerted effort to adapt your brand to meet different language, cultural and legal standards. It may involve translating your content or tailoring it for the geographical area you’re entering but localisation often goes beyond these.
You’re looking at transforming what you already have so people who aren’t from where you are can relate to your business. Think of it this way - you’re trying to make someone feel at home when they visit yours for the first time.
Your guests may not speak the same language as you, eat the same foods or even have access to similar entertainment where they come from so if you want them to be comfortable in yours, you’ll need to make an attempt at speaking their language, cooking some of their preferred foods and maybe play familiar music in the background when they arrive. This is how localisation works in its simplest form. It’s essentially about relating with your new audience by making what you offer more relevant or familiar to them than what was possibly available before your arrival. It also means that people who encounter your brand outside of your primary market see value in associating with it because of how unique your offering is in their space - which means they’re very likely to trust it too.
Tailoring Your Message for Local Audiences
I Expect what makes people in manchester or sydney tick. Not many people know, but you can more or less make a fairly good guess by simply knowing about the places. But tailoring your messages isn’t just about adding personal touches or quirks. It’s about showing that you care enough to want to know more about the places and communities you serve.
When I was working with local brands, I’d often ask what they knew about their own cities. Some knew more than others, and some were naturally more curious. For me, the most memorable campaigns came from brands that took pride in their own communities and added those elements to everything they did - the language, the memes, the pop culture references, even right down to organising events at community halls instead of a fancy hotel in the centre of town. Cultural nuances are like easter eggs for people who notice them.
Sort of. Locals are fond of a spot-on reference or inside joke that feels authentic and relatable - it puts them at ease, builds a sense of trust, and increases purchase intent almost instantly. And if you don’t always get it right. That’s all right too.
People can tell when you’re trying - and when you’re not. Tailoring your messaging is fairly equal parts about genuine curiosity and meaningful interactions with real people from different communities. So go ahead and invest your time in understanding common jokes or shared values among groups of people - see where they hang out during their free time; understand how weather patterns affect purchasing behaviour; study what difference sporting seasons make to demand cycles for different products. You’ll discover what your audience really wants to talk about (instead of taking blind stabs at what you think they want).
Cultural Sensitivity: A Key to Successful Localization
Have you ever wondered how certain brands seem to simply 'get' their audience. Well, most likely, those brands have been paying attention to cultural sensitivity and the role it plays in content localisation. This might sound like another fluffy industry term but if you've ever come across a translation fail, you'll know just how important it is for a brand to pay attention to cultural references.
When it comes to content localisation, many brands fall into the trap of believing that translation is all that's required. Yet, there are so many other factors that need to be considered when speaking to different markets. To begin with, there's more to language than words.
There's tone, body language and context that needs to be considered. Certain words or terms may mean one thing in one country and something completely different in another. Being aware of these differences is crucial for any brand that doesn't want their message getting lost in translation or even misunderstood as something offensive.
More or less. Being culturally sensitive means showing your audience that you're aware of what they like and dislike, what upsets them, offends them and what interests them. For instance, a certain hand gesture may mean something harmless in one culture while being highly offensive in another.
Remember also that cultural sensitivity is not about being rigid and adhering to each group's rules but rather being aware of differences and respecting them. It's about choosing to respect their boundaries and finding ways to still connect with your target audience while being inclusive.
Leveraging Local Influencers and Partnerships
I Doubt how does one move from being the new kid in town to the life of the party. Or as is more fitting, the cult favourite label everyone can’t get enough of. I mean, this is what it all boils down to. No matter what stage of growth your fashion brand is at, at the end of the day, your brand is a business.
And as a business, you need to get people talking about you. Sort of. This might sound more challenging than it actually is.
Because, lucky for you, there are people who make a living from getting people to talk about things. And by things, I mean brands. I am talking about influencers and brand ambassadors. These are individuals with a loyal base of followers who trust their opinions and recommendations.
This means that when an influencer has something nice to say about your products, there’s a high chance their followers will want to try out your products too. But before you go about making deals with every influencer under the sun, do your research. Look at their social presence and brand. Do their values align with yours.
Would they be able to authentically represent your brand. Are they relevant in your market and for your audience. Remember that an influencer relationship isn’t a one-way street. If you want them to represent you in the best way possible, you need to go beyond transactional exchanges and create long-lasting relationships with them.
It’s also important not to put all your eggs in one basket. A common mistake brands make is only partnering with influencers who have thousands of followers. More or less. However, micro-influencers (with between 10k-50k followers) are highly trusted by their audience because they are relatable and more accessible.
Collaborating with micro-influencers gives you access to hyper-localised audiences that trust their voice of authority in fashion - an advantage over large-scale influencers who may not have as much impact as they once did with audiences becoming more aware of paid partnerships on social media platforms.
Adapting Products and Services to Meet Local Needs
Have you ever wondered why the same global brand will taste a little different depending on where you are. It’s a mix of local government rules, supply issues and cultural preferences. Most brands that have managed to expand globally and stick around for a while are very good at balancing their core branding with local preferences.
But there isn’t one way to do this. Some brands lean into the regional difference and offer products or services tailored to the local consumer while others keep their overall offerings the same but with small tweaks. More or less. Take IKEA for example - they have mastered the science of keeping their brand DNA constant around the world (flatpack furniture, home essentials, themed cafes) but with subtle nods to their location such as introducing more sustainable bamboo options in China or home delivery in India.
This is one of the most intuitive ways to strike a good balance between your brand’s identity and regional values. And that brings us to another interesting point - the regional appetite for certain products or services changes quite rapidly today.
Thanks to the internet and globalisation, people everywhere have developed a liking for things that may not be native to them. This could be something like using Jaggery as a healthier alternative to sugar, thanks to an increase in South Asian media consumption or it could be enjoying K-Pop music globally thanks to better access and more exposure.
Today’s consumer has moved beyond traditional ideas of what is sometimes considered ‘native’. This means your product or service will probably do well if you understand their lifestyle rather than what you think they would like because of where they’re from. It seems like globalisation has made international trade easier but it has also brought many cultures together, often creating new hybrid ones. To navigate this space seamlessly, companies need to learn about how people live rather than just what they like because it gives them an insight into who these people are and what their values are centred around.
This ensures longevity and forms an organic bond between brands and consumers that can outlast trends and changing tastes.
Measuring the Impact of Your Localization Efforts
How do you know if your localisation efforts are paying off. It seems an obvious question, but you’d be surprised how many brands and businesses make the mistake of assuming that their localisation efforts are working. The way I see it, i think the truth is they’re either not sure or don’t quite want to admit to the fact that they have no way of telling.
The answer, of course, is in the numbers. Start by identifying your baseline - how were you doing before you went local in any of your current target markets. What did conversion rates look like.
What about revenue. These are good starting points. Next, look at your marketing funnel - what did it look like before going local and what does it look like now. How has user behaviour changed.
How many are actively engaging with your brand and on which channels. When you’re clear on these metrics, it becomes possible to compare them to where things stand after localisation. But do give it a fair amount of time because numbers don’t lie, but they can typically sometimes be slow to reveal their patterns. Another aspect to measure, apart from the numbers is how your customers feel about your brand in different markets.
Reach out to them via market research or even through direct outreach (it takes more effort but is almost always worth it). Do they talk about your brand in different channels and media. What are they saying about you online. How does this compare with competitors and peers who’ve also gone local in these markets.
I think most businesses would benefit from measuring their efforts against global standards and frameworks for quality localisation like ISO 17100 which assesses translation services or global indices of translation quality. When there’s already a gold standard for global quality standards, it makes sense to take them seriously when trying to build one’s reputation as a global business or brand.