If you’re trying to expand your business into the global marketplace, you might assume that you should “think big” and make your brand as general as possible in order to appeal to the widest audience. While it’s true that some concepts are universal, it’s also important to recognize that the way those concepts are presented can vary widely in different cultures.
How can you appeal to global consumers who might have different perspectives and expectations than your local customers? One of the key ingredients to global growth is brand localization. Brand localization is the process of adapting certain key elements of your brand, like messaging, tone, graphics, colors, and even products, to align your brand with the values, preferences, and behaviors of consumers in different cultural and regional markets.
Brand consistency builds customer recognition and loyalty, so it’s important to understand that brand localization does not mean changing your brand identity or story. Instead, brand localization is about adapting your presentation appropriately to make the biggest impact on your target audience in global markets.
If you’re not sure what brand localization might look like for your business, we’ve outlined the most important components to focus on below and why they can make a difference. Also, you might consider working with a marketing agency that specializes in brand strategy, like InnoVision Marketing Group, to make the process smoother, less stressful, and more effective.
Getting the (Right) Message Across: Adapting Messaging Is More Than Just Translating Words
Obviously, it’s important that your audience is able to read your messaging. In fact, according to one survey, 76 percent of consumers in 29 different countries indicated that they preferred purchasing products with information in their own language. However, a direct word-for-word translation of the information on your website or in your marketing can sometimes miss the mark due to different idioms, humor, and phrases that vary between cultures, countries, and even regions. Good brand localization takes into account the linguistic nuances, values, and priorities of a given global market, recognizing that what works in one place might not work in another.
One famous example is Coca-Cola’s successful “Share a Coke” campaign. In the United States, Australia, and several other countries, Coca-Cola researched common and popular names, printed them on the bottles, and encouraged people to go find a bottle with their name (or their friends’ names) on it. While this worked well in countries that prioritize individuality, in China, Coca-Cola replaced individual names with words like “Classmate” and “Close Friend,” which more appropriately represented the Chinese audience’s social relationships and values.
When companies and brands take the time to research and adapt their messaging and voice, audiences feel respected and valued, which often leads to increased customer trust and loyalty.
It’s All in the Eye of the Beholder: Tailoring Visuals to Local Aesthetics
Besides your messaging, your design and visuals might benefit from some adjustments, depending on your chosen international markets. Some aspects to consider include:
Color Scheme
Colors evoke strong feelings and can also communicate information (e.g., yellow often means “caution”), so you’ve probably put a lot of thought into your brand’s color scheme. However, it’s important to remember that colors can carry very different meanings across cultures.
For instance, Western countries tend to associate white with purity, while for Eastern countries, white denotes death or mourning. In the US, red is the color of passion, danger, or anger, but it is considered lucky in China.
While you probably won’t need to completely alter your color choices, you might consider de-emphasizing some colors and focusing on others, especially in marketing material geared toward certain groups.
Imagery and Graphics
Representation matters, including in marketing, where 74 percent of consumers indicate that they choose to buy from brands where they can see themselves represented in visual imagery. Aim for as much diversity as possible in your pictures, including age, gender, race, and so on.
Be careful with symbols, logos, icons, and even gestures that might be culturally inappropriate. For example, making the “OK” hand symbol is positive in many countries, but in Greece, Turkey, and a few other countries, it’s highly offensive.
Overall Design
Your overall design style can also send mixed messages in certain contexts. Clean, minimalist designs might indicate luxury and high-end brands in the US, for instance, but seem empty and low-effort in another market.
Taking the time to ensure that your visuals fit in with local aesthetics can pay huge dividends in encouraging new global audiences to engage with and trust your brand.
The Customer Is King: Customizing Experiences to Local Behaviors
Did you know that Starbucks locations in India offer a masala chai latte and Chinese Starbucks customers enjoy xiaolongbao dumplings? This type of product modification based on regional preferences is a great example of brand localization to accommodate local behaviors. Slight adjustments to size, ingredients, features, packaging, and even functionality might make a huge difference in a new market.
In addition to local preferences, you might also need to think about other behaviors that could vary widely in different markets, like:
- Customer experience: What are customers’ expectations with regard to customer service, tone, customer support, delivery, and so forth?
- Payment methods: Cryptocurrency, bank transfers, credit cards, digital wallets, and mobile payments might be favored in some places, while cash is preferred in others.
- Marketing channels: Use popular platforms and social media influencers that are relevant to the region.
- Regional holidays and religious preferences: It’s important to consider details such as dietary regulations and local holidays.
- Legal and regulatory alignment: What product labeling, compliance, and privacy requirements do you need to meet?
Doing market research into local behaviors and making sure your marketing, services, and products are a good fit allows global consumers to enjoy seamless interactions with your brand that match their expectations and daily behaviors.
Brand Localization is Essential for Global Growth
You want your brand to resonate with global audiences. Brand localization is an essential piece of the puzzle. Customers feel seen, respected, and understood, which improves customer trust. Brand localization increases market relevance by making sure your brand’s offerings address the actual needs and expectations of local buyers.
The right messaging and visuals will improve customer experiences, leading to higher conversion rates and boosted sales, as well as reduce the risk of misunderstandings, offenses, or cultural missteps that might result in damage to your brand. Whether you have the expertise in-house or you choose to work with a professional marketing agency, brand localization can help you compete effectively in new markets.
