Brand localisation is when companies adapt their brand to appeal to a particular country or region. It’s based on the understanding that not everyone will respond to a marketing strategy. Different approaches can lead to better results in certain parts of the world. Brand localisation is the reason we have different types of food in fast-food chain restaurants depending on where you are in the world.
The reason companies decide to localise their brands is so that particular demographic can connect to the brand. For example:
- There might be a better name for the brand in a particular language, or
- Certain colours may have negative connotations in some cultures, or
- Some terms may mean something offensive.
In order to avoid such mishaps, brands will choose to localise their products or services to the market.
The Process
The best way to localise a brand is to research that demographic, its culture, languages, likes, dislikes, etc. That way, the brand will get a clear indication as to what the market will and won’t respond to. Companies will also test focus groups who give will provide valuable feedback on any changes the brand has made.
Once a company has gathered enough information about the market they are looking to enter, it will consider what aspects of the brand it needs to change.
- Does the name have a different meaning in that language?
- Is there a more appealing slogan?
- Is the brand name similar to something else in that market?
- What kind of reaction does your brand invoke?
- Should you introduce any new products or market them differently?
This then allows the brand to make any changes so it is more appealing to the demographic. Brands will then also come with a marketing strategy that appeals to the market and start any promotions, advertisements, etc.
As brands start to analyse their businesses and make relevant changes, we get a brand that is personalised to the market. A way brands make sure to stay localised is to employ locals and allow them to introduce and market products as they see fit. For example, McDonald’s allows its branches to create their own menus to meet local demand. This is why McDonald’s is so successful, it caters to the needs of each locale.
Benefits
Although there is a lot of research and thought to brand localisation, the benefits certainly outweigh the efforts.
Smoother Expansion Into The Market
Brand localisation allows businesses to expand into markets with ease. It removes any cultural barriers your brand has in succeeding in that market. All the research and innovation that goes into adapting the brand for the market allows it to be accepted by the market sooner.
When done properly, it creates an instant connection with the customers as opposed to a brand that has not tried to localise their product. You will get better engagement with your brand and are likely to see growth faster. For example, brands like Pepsi, Coca-cola, and Toyota change their name so that customers other markets can easily pronounce them. Its changes like these that make the product stand out.
An example of this is when Samsung launched in the French market by organising an art exhibition as its marketing strategy. They used the new Samsung TV sets to display the art and got an overwhelmingly positive response. This strategy worked so well because the French is a highly artistic society and found an instant connection with the brand.
Happier Customers
When your brand can positively associate itself with your customers, they will be happier. Taking that extra time to determine whether or not the slogan is relevant to the market. Or ensuring translations are not inappropriate will help the brand be more relevant to its customers.
One of the greatest examples of brand localisation is Coca-Cola’s ‘Share a Coke’ campaign. The campaign aimed to create a personalised coke bottle for individuals, like ‘Share a Coke with John’ or ‘Share a Coke with Emma’. When people found their names on the shelves of the supermarket, it was like the bottle was made for them specifically.
It isn’t acceptable to refer to someone by name in some cultures. Coke also created bottles like ‘Share a Coke with a Friend’. In markets with multiple languages like India, Coke released bottles in 12 languages. Every time a consumer saw a Coke bottle that invited them to share a coke with your close relative or best friend, they felt an instant connection with it.
Final Thoughts
Brand localisation is a great way to introduce your product into a market no matter how small or large your business. It can give your brand a competitive edge over other products in the market that don’t cater to the needs of the local market. A competition lawyer can help you with your market strategy and provide legal advice where necessary.
