The Importance of Brand Localization (+ Successful Examples)

The internet has opened up more opportunities than we ever imagined. Now, businesses across all industries have the power to reach customers across borders and cultures.

But to make the most of this situation, you need strong branding, which includes a solid brand localization strategy. 

When you want to reach a global audience, a one-size-fits-all approach is not enough. You need diverse campaigns that consider location and language so your branding aligns with the goals, pain points, and needs of your audience based on where they live. 

Here’s something to consider: 72.4% of consumers say they’re more inclined to purchase a product when information is presented in their native language. 

With that in mind, we will explore the significance of brand localization and share successful examples of companies that have mastered this strategy. We will also offer valuable insights for leaders considering taking their business to new geographical markets.

Let’s begin! 

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What is Brand Localization?

Put plainly, brand localization is the process of adapting your brand messaging, visuals, and overall experience to match the needs of your audience in a specific location or market. The foundation of this strategy is based on acknowledging the nuances, like local culture, customs, and preferences of each audience segment, and using it to create relevant, engaging branding.

This approach differs from standardization, which involves applying the same Marketing Mix (4-7Ps) across all countries. In this approach, the company replicates the identical strategy in various markets without any modifications.d. The problem with standardization is it assumes that everyone in the world is going to look at your message and interpret it the same way, which is rarely the case. 

Now that you know what brand localization is and how it differs from standardization, let’s look at a few key elements of many successful brand localization campaigns. 

• Language: Go beyond translating. To sound more natural, you need to account for idioms, slang, and word preferences.
• Visuals: Images, colors, and design should align with cultural interests and meaning in each market.
• Cultural Values: Everything from attitudes about family to priorities like punctuality matters in your branding. Cultural values shape how your audience perceives your brand.
• Local Culture & Trends: Paying attention to traditions, holidays, and current events allows you to integrate your brand into local communities.

Why is Brand Localization Important?

Now, let’s discuss why brand localization is essential and how it can have a positive impact on your business. Here are some key benefits you should keep in mind: 

1. Boost Customer Engagement

When you tailor your brand messaging to your local audiences, there’s a good chance you’ll see a significant boost in engagement. People, regardless of where they live, are more likely to interact with content that is familiar and relevant to their daily lives.

2. Enhance Brand Recognition and Loyalty

Localized branding efforts help in building more robust brand recognition and loyalty. When consumers see that a company understands and respects their culture, they’re more likely to trust and remember that brand. This trust translates into loyalty because customers are more inclined to remain committed to brands that both understand them and cater to their specific needs. 

3. Improved Customer Support

Localizing the customer support aspect of your business can have a massive impact on satisfaction. If someone has an issue, they are more likely to speak to a representative if they can find someone who speaks their language. Considering that over 52% of people say obtaining information in their language is more important than price, it’s easy to see how brand localization can lead to better support. 

4. Increase Sales 

We found that 84% of brands reported revenue growth after localizing their content. This demonstrates a direct relationship between effective localization and revenue. Showing localized customer support, product descriptions, and marketing materials can help businesses create a seamless and enjoyable customer experience that drives sales and encourages repeat business.

5. Gain a Competitive Edge

Developing a robust localization strategy not only enhances your market position but also sets you apart from competitors by effectively catering to the unique needs and preferences of diverse customer segments.

Strategies for Effective Brand Localization

Now, let’s dive in and look at a few actionable ways to master brand localization.

1. Research the Market

Before entering a new market, it’s essential to research the local culture, consumer behavior, and market dynamics. By understanding what drives your target audience, you can tailor your branding to meet their needs and expectations.

Since every place is different, we suggest making this your starting point when localizing your brand. To understand your new audience, you can work with local consultants and agencies and use surveys, focus groups, and published market research reports.

2. Match Language and Communication Style

Language is a vital part of localization. You’ll want to go beyond translation and consider local idioms, slang, and word preferences so your message sounds natural and authentic. 

For example, while English is widely spoken, there are many differences, both big and small. British and American English have quite a few differences in phrasing, spelling, and slang that may be important to your branding. Similarly, there are micro-cultures in each language that you’ll want to note. 

If you’re bringing your business to the United States, your marketing might look different depending on what state your audience is from. Adapting your communication style to the local nuances can make your brand more relatable and appealing.

3. Local Pricing and Economics

Pricing in one market may not work in another due to different economic conditions and consumer expectations. With this in mind, you should always research local pricing trends and adjust your pricing model accordingly. 

Some factors to consider are average income, purchasing power, and competitive pricing. Localized pricing ensures your products remain attractive and affordable to your target audience.

4. Hire Locally

Local expertise is a crucial factor to consider when entering new markets. You need people who speak the language, understand the nuances, and can effectively communicate with your customers. This concept applies to every facet of your strategy, including your live support.

With this in mind, one of the best ways to ensure your brand localization goes smoothly is to hire local employees, contractors, and freelancers who can provide insights and deliver a top-notch experience for your customers. 

5. Localize Products and Services

Customize your products and services to the local market preferences and needs. This might mean adjusting features, ingredients, or packaging to suit the local taste and requirements. For example, food and beverage companies modify their recipes to suit local palates. Taking this step shows you value and understand your customers’ unique needs.

6. Be Culturally Sensitive and Relevant

Cultural sensitivity is key in localization. Ensure your branding, messaging, and visuals respect local customs, traditions, and values. Always avoid cultural stereotypes or any content that can be deemed offensive. 

We suggest celebrating local holidays and events through your marketing campaigns to show that your brand is part of the community. In the long run, being culturally aware and relevant builds trust and credibility for your brand.

7. Take Feedback and Repeat

Localization is ongoing and can benefit from gradual improvement through feedback. Your best bet is to ask for feedback from local customers and stakeholders to learn what’s working and what’s not. Use this feedback to refine your strategies and make changes based on your audience’s needs. 

We suggest engaging with your local audience through surveys, social media, and customer service to learn what’s working and where you can improve. 

Examples of Brand Localization

Let’s look at a few examples of successful brand localization so you can see the impact for yourself. 

1. Mr Beast’s YouTube Success Through Translation

A prime example of successful brand localization is Mr. Beast’s YouTube channel. In July 2021, Mr. Beast (Jimmy Donaldson) began translating his videos into multiple languages, dramatically expanding his global reach.

This strategic move paid off. Mr. Beast’s channel, known for its high-engagement content, saw substantial growth in its subscriber base between 2021 and 2022. Toward the end of 2022, his monthly views surged. Now, he has close to 286 million subscribers on his main channel and a whopping 52 billion views.

His success lies in his ability to offer localized versions of his videos and how he creates content and initiatives that resonate with everyone. By using professional translators and voice-over artists, Mr. Beast ensured the content retained its original charm and authenticity, which was crucial for maintaining audience engagement across different languages.

His growth demonstrates the power of inclusive marketing and the effectiveness of localized content in building a global fan base.

2. Airbnb’s Brand Localization Strategy

Airbnb is a U.S.-based company that essentially operates a marketplace for short—and long-term stays in homes worldwide.

Their localization strategy is very impressive. Their goal is to not only give people a place to stay, but experiences as well. When they allow people to upload their homes or rooms for rent, they encourage them to share any unique local traits or attractions that might be good for guests. This allows people to experience and appreciate cultures, even if they only stay for a short time. 

On the operational side, Airbnb invested in translating its website and tools into many different languages so guests and hosts can communicate with each other, even if they speak different languages. This is an excellent feature because language barriers are one of the biggest challenges of localization. Airbnb has done an excellent job of making it easy for everyone to take advantage of their services, regardless of where they live and where they want to stay.  

3. WordPress is Using Translations To Dominate the Content Management Space

WordPress.org is one of the most recognizable content management systems (CMS). A big part of their success is tied to their localization practices. 

WordPress is translated into 79 languages and partially into many more. In other words, many people from different places can easily pick up the software and start building a website.

Many plugin creators are also translating their software into different languages to reach this massive audience that WordPress has accumulated over the past 20+ years. 

It’s hard to imagine that they would have this same type of success if they only had one or two languages to choose from.  

Key Takeaways

• Brand localization is crucial in today’s global marketplace. It’s not just about translation; it’s about genuinely connecting with your audience by adapting your brand to local cultures, preferences, and needs.
• The benefits of localization are clear: increased customer engagement, higher brand loyalty, and improved sales. With 84% of brands reporting revenue growth after localizing their content, it’s a strategy with significant potential for business expansion.
• Start your localization journey today. Begin with thorough market research, adapt your messaging and products, and don’t forget to hire local experts. The bottom line is that localization is an ongoing process that can propel your brand to new heights if you’re patient and persistent.