Technology has dissolved geographic boundaries, even for growth-oriented businesses. This provides an opportunity to expand their ties, taking into account the global demographic situation. However, while products and services from different cultures may seem appealing, they resonate with consumers worldwide more when they are individualized and unique. This is where localization comes in.
What is localization?
Simply put, localization is about speaking the customers' language individually and with their wishes in mind. This is not just a translation of the text into the local language. Localization goes beyond tailoring every aspect of a product to the countries' local culture to which it is distributed. It includes colors, images, product design, payment methods, and marketing campaigns, to name a few.
However, implementing a localization strategy can be difficult without the help of a local team. A good way to build a local team is to use a professional hiring organization's international services. Suppose a company is branching out into China. In that case, it can contact NH Global Partners. This Chinese company registration service can help it build local teams and recruit a local workforce, whether those companies have established a local organization. That said, localization plays a critical role in any business seeking to attract consumers around the world. And here is why.
Getting access to a foreign market is not the easiest thing to do. You will encounter quite a few barriers along the way, some of which are cultural and communication barriers. By tailoring your business to the local culture, you can get around this obstacle much more easily. Local consumers will respond positively to you and be more likely to adopt your brand. You can quickly gain momentum and find your place in the local market.
All cultures are beautiful, but they are very different from each other. Although some aspects are accepted worldwide, there is no such thing as a global culture. One culture might find something acceptable, but another might find it offensive, humiliating, or embarrassing. For example, a color can positively connotate in one country but be unsuccessful in another. Failure to understand these nuances, as well as poor translation, can severely compromise your brand image.
The American Airlines marketing campaign that failed in Mexico is a good example. The slogan "Fly in leather" was successful in the U.S. when the company introduced leather seats in its airplanes. However, the Spanish translation of the phrase meant "fly naked," which did not please the locals too much. Such mistakes can be costly, especially when they become a trending topic on the Internet. Fixing them can cost your business a lot of time and money. Getting your business localized correctly prevents such inconveniences for your brand from occurring.
Information expressed in their local language resonates more with customers. They are comfortable doing business in a language that they understand and feel the other side understands. If your message is in a language they understand, you promote mutual understanding and build a sense of trust and loyalty. They will be more willing to do business with you and stay loyal to you.
If you want to localize your business properly, you need to look deeper into your customers' needs. This includes learning about their preferred payment methods, packaging, and other related issues. This shows the customer that you value them and intend to give them first-class service.
You can do some research before you complete your localization strategy to estimate their likes and dislikes. This will allow you to develop the best approach that will increase your brand awareness and expand your customer base. Your customers will feel the benefits when, for example, they can pay you in a way that is convenient for them.
It can be challenging for a business that enters a local market in a foreign country to compete with local businesses. Remember, these are businesses that locals are already buying from. It can be hard to displace them if you look different. The localization equalizes everyone on the playing field in some way. Moreover, with other international companies that have not localized their brands, you will gain a competitive advantage over them.
Suppose you haven't created an international brand like Coca-Cola. In that case, you can never build it into the global marketplace without localization. Of course, it costs money to localize your business professionally, but the investment will pay off in the long run.
If you need reliable translation and localization services, contact iText. Our qualified translators are experts in the cultures and languages of their chosen countries, so whether you want to break into a European market like Germany or try to expand into a country like China, we have the right specialist for you. For more information or a quote, contact us today.