Adapting your brand to relevant audiences is essential to enhance your business conversions and customer reach. That’s where brand localisation comes in.
While it might seem like more marketing jargon to get your head around – this concept is vital for speaking to customers in a language they understand and respond to.
Brand localisation, or, as it’s sometimes known, marketing localisation, is a key marketing strategy that encompasses modifying your company offering to suit the market you’re selling into.
For example, it’s common for most businesses to create a website in English as a large part of the population speaks this language. However, customers are more likely to buy from you if you adapt your site to translate to the country users search from. This is a fundamental concept of localising your brand. But it can also delve deeper, depending on your company’s objectives and target audience.
There are several ways to approach your localisation marketing plan. These key areas are a great starting point:
All marketing strategies should start with market research. This essential aspect ensures you understand the target audience and how they respond to products and services.
Your market research should include competitor analysis, examining market data and, above all, talking directly to the people you want to engage with. Focus groups are a great way to get an insight into consumer habits.
The world is a big place, with many cultural, religious and economic differences between locations. This should be a major consideration when looking at localising your brand.
For example, colours and imagery may be viewed differently depending on the area. Cultural and religious sensitivities should also be recognised to avoid offending or alienating your audience.
Language barriers can create a huge void in how your message is received. However, simply using Google Translate will not suffice when speaking to varying audiences. It’s essential to invest in professional translation services. Employ services that speak, write and read in the native tongue to get the nuances correct.
While brand localisation is part of your overall marketing plan, it’s essential to give this area-specific attention when creating localised content. Whether you’re creating guides, developing advertising campaigns or writing posts for social media, devising varying tones of voice and style guides adapted to the area helps to generate better leads and traffic.
Digital asset management (DAM) software is a key resource for brand localisation. With this system in place, you can access digital assets quickly and organise everything into structured and logical folders for each location or area. This ensures assets are not mixed up or misused in your marketing campaigns.
It’s simple to incorporate DAM software into your brand localisation plan with iBase. Want to find out more? Contact us for a free one-to-one demo.
