 6 Min. Read |  Dominic Dithurbide |  April 04, 2025 |
Brand localization is the process of adapting your brand's identity, messaging, and offerings to resonate with different cultural and linguistic markets. This comprehensive strategy goes beyond simple translation - it ensures that your products, services, and marketing align with local customs, values, and expectations.
According to research, almost 63% of all websites are in English; however, those only reach about 25% of global internet users. To further this point, 55% of global consumers would only purchase from websites that provide product information in their own language. 72% of shoppers are more likely to buy from sites written in their native language, and 87% of customers would not buy from an English-only website.
A well-executed brand localization strategy enables your business to integrate seamlessly into new markets while maintaining a competitive edge against local brands.
A strategic approach to brand localization ensures your brand not only enters new markets but thrives within them. Follow these steps to create an effective brand localization strategy:
Marketing is all about goals. Without them, you have no way of knowing whether or not your work is worthwhile. Think of it like planning a trip - to know when you have arrived, you must select a destination first. The same goes for brand localization; a solid plan will light the way.
To define your target audience, you must clearly know who your audience is in each country. Therefore, it's necessary to perform market research since your brand's value proposition will most likely change in different countries. Once your audience is defined, develop a clear strategy for how you're going to adapt your brand voice and practice in marketing.
Each of the following elements should be fully developed in your domestic market before you start the brand localization process. If your brand isn't solidly developed, you're probably not ready to adapt your brand for an international audience.
Your brand’s tone and communication style must remain authentic while reflecting local cultural nuances. Simply translating slogans isn’t enough—adapting content ensures your brand’s voice and tone resonate and remain consistent across global markets.
Colors, logos, and imagery may carry different meanings across cultures. While maintaining brand consistency, ensure that visual elements align with local expectations and avoid unintended cultural misinterpretations.
Your mission, values, and messaging must be clearly communicated in a way that resonates locally. A strong brand promise builds trust, making cultural adaptation essential for credibility and customer engagement.
Brand Values
Brand values are your guiding principles and beliefs, communicated through marketing efforts and how you present yourself to potential customers. Your website is the “home base” of your business, so consider localizing your website first. However, your website is just one element of your business that reflects your values. Consider localizing your social media to have a consistent platform to push highly targeted and personalized messages through to customers.
Brand Targeting
Brand targeting reflects the segments of the market you want to reach. A key part of a company’s localization strategy is creating and targeting location-specific buyer personas. Market research is an essential precursor for brand targeting, as the demographics of your target audience are likely to change as you evaluate the markets where you want to expand.
Brand Positioning
Brand positioning is the process of getting your brand to market and establishing it as something worth interacting with or buying from. In addition, brand positioning involves strategizing marketing efforts to ensure that your tactics are the most effective in reaching your targeted market segment. Creating an international marketing strategy takes a solid foundation of research, knowledge, and a clear vision.
Many global companies have mastered brand localization to drive success. Here's how two industry leaders did it:
Starbucks offers a great example of effective social media brand localization. Coffee lovers from different countries prefer different drinks, speak other languages, use different hashtags, and have different cultural backgrounds, so streamlined social media content would be virtually impossible. To address this, Starbucks created a separate Instagram profile for every country where it operates. If you compare Japanese and Canadian Starbucks Instagram accounts, for example, you’ll see that they look entirely different. This shows that when you clearly understand your local customers, you can design a marketing strategy that appeals to everyone.
When Netflix was ready to expand internationally, it extensively gathered data and worked with experts in various markets and cultures. As a result, Netflix went beyond simply translating marketing materials. Instead, they strongly emphasize dubbing and subtitling their content that appeals to the different cultures and languages of the markets where they expanded. This helped their audiences feel more connected to and engage with Netflix content. Additionally, their inclusion of more localized and global content encourages a broader audience to use Netflix. Netflix knew that a strong emphasis on regional localization of their content would positively impact their success, and they capitalized on this to gain an even larger active audience.
Mistakes are made with brand localizing when corners are cut in the process or wrong assumptions. They can include cultural, artistic, or translation missteps, including:
❌ Literal Translation Instead of Localization: Direct translations can strip away meaning and cultural relevance. Localization ensures content resonates emotionally and contextually with local audiences.
❌ Partial Localization: Adapting only select elements—like your website or tagline—creates inconsistencies. A comprehensive localization strategy integrates localization across branding, marketing, and customer interactions.
❌ Assuming Domestic Strategies Work Internationally: Market behaviors vary widely. Relying on domestic data without local insights can lead to misaligned campaigns that fail to engage international audiences.
❌ Over-Localization: While cultural adaptation is crucial, altering core brand elements too much can weaken brand recognition. Maintain a balance between global consistency and local customization.
Localization will be crucial to your success if you want to expand into global markets. Localization is how your brand can form a relationship with your customers by making them feel that you truly understand them and their culture. By prioritizing professionally localized content for your company, you can feel confident that your brand, website, and business will be better received in global markets, ensuring that your meaning and intent do not get lost between languages and cultures.
Partnering with an expert localization service like MotionPoint ensures that your brand maintains consistency, authenticity, and impact across global markets. With professional, culturally nuanced localization, you can confidently expand and capture new opportunities worldwide.
