Using Localization to Expand Your Business
Expanding your business to another country is a big step, one that you’ve carefully planned out. Translating your product information into the language of that target country is the next step; but what about localized translation? How can localization help your business in a new market?
What is Localization?
Localization is the process you take to adapt your product or your content to a specific target market. The objective of localization is to give your product the look and feel of having been created specifically for a target market; no matter their language, culture or location.
This process includes, but is not limited to, converting currency and units of measurement, adapting graphics and designs, and using proper date and address formats.
The Many Benefits of Localization
Localizing your product gives you a competitive edge with your target market. You’re letting your customers know that you’re making a commitment to them by adapting to their language.
When customers go to your website, for example, and see that your website is offering a choice to change from English to their language, it gives them a positive impression of your company.
It lets the visitor know that you are serious about their business and their satisfaction. It gives the customer a sense of security and comfort knowing they can search and purchase a product with ease.
With localization you’re setting a strong presence in the international market; because you’re letting your customers know that their needs will be met no matter what part of the world they live in.
Expand Your Business with Website Localization
Website localization is a critical tool when localizing your business into a new market; without it your business could suffer greatly. In this day and age, everything is powered through technology, so it makes sense to localize your website. There are a couple of things to take into consideration when taking this step.
First, you need to pay very close attention to detail. For example, if you want to feature the flag of your target market, you need to make sure that it is the correct flag with the correct colors. Some people find it easy to confuse the flag of Italy with the one from Mexico.
You also need to be aware of the culture you’re targeting. Using slang and phrases from your native language may not translate correctly to your desired market – and may even be offensive.
When adapting your website, you want to keep in mind what the customer is used to, which is why researching what websites look like in the desired target market is vital. Shopping websites in the U.S. are clean, organized and don’t have that many images crowding the page. Conversely for customers in China or Japan, they are used to having busy websites crowded with images.
Brand Localization Helps You Adapt to a New Market
There is untapped potential in new markets for your brand that is just waiting to be taken. But how does your brand localize in a new market? How do you preserve your brand’s core values?
Preserving your brand’s image in a new market is tricky. What has worked for some brands in the past may not work for yours.
Take your slogan for instance. Should that slogan stay in the original language, let’s say English, or should it be translated to the target market’s language?
Doing research on what translates better to the market and how your brand is represented is very important. Finding a balance between growing your brand globally and adapting that same brand to the local culture is challenging.
If expanding your business into a new market with localization is on your horizon, contact us for help.