Globalization is imperative in today’s market, not a nice-to-have. In order to stay competitive and boost brand awareness, brands must reach across borders and target international audiences. 

However, engaging new customers requires more than just recognizing and bridging the language barrier. Culture is a driving force behind sales, and this is exactly where localization services come in.

But localization services are about much more than just translating content. With effective localization strategies, you’re not just telling the same story in a different language. You’re adapting to the culture, competitors, local needs, regulations, and the market as a whole.

Your brand message must resonate with global audiences, which is why you need a strategic localization approach to stay on top of evolving customer expectations and deliver on their needs. Not sure how to get started? Allow this article to be your guide!

What Are Localization Services and the Localization Process?

A localization strategy is your content plan for translating content in a way to ensure it helps you connect with a new audience in a tone that feels familiar to them. Professional localization services help brands determine and define their target markets and the goal for content in these markets. 

After your content has been localized, it resonated with the audience because it incorporates cultural nuance to make it feel more familiar. Strategically planned localization services can help build brand awareness for your brand. You already know how important proper branding is.

And this is why localizing your brand throughout all your messages is one of the most effective ways to build brand awareness since it incorporates linguistic and cultural market research in the foundations of the marketing strategy. Although there are various ways of leveraging the power of localization services to improve brand recognition, here are some of the most widely used approaches.

International Community Building

Naturally, the goal of building a brand is to establish an international community. But it’s about more than just gaining followers. You need to connect with your audience on a deeper level!

And you can do this with the help of strategic localization services. This will ensure your audience’s preferences are met through your perfectly localized marketing campaigns. You wouldn’t target a South African audience with American cuisine if you’re a food company, would you? 

Every marketing campaign should be adjusted according to local cultural nuances, and this can only be done through a localization process. Localization services typically include a full suite of solutions like website localization services, high-quality translations for existing content, linguistic testing, and creating relevant content for new markets. 

 

Professional Localization Services Focused on Storytelling

Every brand needs to occupy a niche with its unique product or service in order to provide audiences with effective solutions to their problems. What issues does your brand aim to solve, and how will you tell your brand’s story? Localization services can help you craft the best possible brand story and mission that’s relevant in multiple languages and cultural settings. 

Let’s take the fitness brand Peloton as an example. This brand stepped in and provided industry-leading home fitness solutions to individuals all over the world when the COVID-19 pandemic forced almost everyone to stay at home. Before the pandemic, Peloton didn’t have nearly as many followers as they do today. But now, they have an almost cult-like community that stays true to the brand. 

It’s important to realize that every interaction you have with your audience along the marketing channel is an opportunity to make an impact on them. Don’t underestimate the power of telling your story to engage your audience!

Building Brand Identity through Website Localization

This one almost goes hand-in-hand with storytelling. Taking your brand to the global level means your brand identity must also be localized. Website localization is at the heart of brand identity since you might need to alter it for the target language and region. 

But before you go global, you need to start with the basics and start on a local level. Amazon accomplishes this with its multilingual website. They stick to their baseline brand identity but offer localized marketing content to serve their various markets. 

This is why the American version of Amazon looks different from the one you’d stumble across if you were browsing from Kenya, for example. Website localization services offer multilingual web solutions for foreign language markets, ideal for brands expanding to international markets. 

Giving Back

Every brand should strive to be part of something bigger and give back to the community. The global economy is, after all, much more reactive to social situations than it used to be. Even if your brand isn’t big on social issues, getting involved in them nonetheless is a great way to engage your audience and grow brand awareness in the long run. 

Your localization project could include content on socially relevant issues in the demographic you’re targeting. Keep in mind that culturally sensitive material is an important factor in the overall success of your localization project, so it makes sense to place it in the capable hands of a trusted localization company or language services provider. 

How to Improve Your Localization Strategy?

Here are a few simple yet strategic ways you can improve your existing localization strategy.

Use Localization Experts for the Job

It’s imperative to use translation and localization services from a reputable language service provider that has in-country experience for each of your target markets. This is the best way to ensure your users will have the most accurate, localized experience. 

There’s a reason why “local” is the focal point of localization. Using local experts is perhaps the single most important element of any localization strategy. A reputable translation company will ensure the highest quality when it comes to translation and localization while adhering to the cultural differences at play. 

Optimize for Mobile and Social Network Audiences

You’re likely placing emphasis on localizing your website’s content as the first step in the right direction. But you should also pay attention to rolling out content to mobile apps as part of your localization efforts. 

Localized apps present a unique growth opportunity since the majority of consumers prefer consuming content through the use of their smartphones. If you omit app development as part of your localization strategy, it could hamper growth, especially in markets like Africa and the Middle East where mobile use growth is surging. 

The same rings true for social networking. Social media platforms like Twitter and Facebook are global game players, but you also need to take local networks into consideration. In China, for example, they don’t use Facebook. Platforms like WeChat and Weibo rule the roost. Businesses that want to succeed in this market must establish a presence on these platforms with localized content for that specific region. 

Don’t Forget About the Technical Details and Software Localization

Localization involves a lot more than just translating website content. You’ll also need to pay attention to font size, design, and website layout to ensure you’re offering your audience a tailor-made experience. 

Consumers prefer consuming content that feels familiar to them. This becomes especially important when you’re working with languages like Chinese and Russian, for example, that use different characters and font sizes. Using the wrong font size can easily influence readability, which can turn off potential customers. 

Harness the Power of Empathy

Empathy lies at the core of brand localization because a successful localization strategy will generate positive emotional reactions from your audience. While conveying your brand’s message it also helps differentiate you from your competitors. All brands that expand to new markets need professional localization services. It’s the best way to boost sales, forge a stronger brand identity, and improve brand recall. 

When you localize your brand, you’re being empathetic towards the target market by speaking their language, which builds trust and effectively bridges the cultural and language barrier between your local market and the global one. Regardless of whether your brand is expanding or changing course entirely, the best way to reach and engage your audience is through localization. 

Localizing your brand will ensure that consumers are more likely to listen to what you have to say. And if you’ve got the right strategy in play, the result will be emotionally engaging content and brand identity that deeply connects with your audience.