Localization: The Ultimate Guide

International Expansion Is Impossible Without Localization

In the last decade, a lot has changed, in life and in business. Expanding a brand internationally used to require a million-dollar budget and dozens of consultants. Supply chain management was a challenge. Regulations were a challenge. The need for a physical presence in the target market was also a challenge. Technology has certainly made expansion far more efficient and dynamic. Sometimes, it just takes a website and a digital marketing strategy. Getting these things right is not easy, but it’s a far call from the old days.

But, while some investments have downgraded from essential to “nice-to-haves” (opening an office abroad, for example), some things haven’t changed. For instance, the need to speak to your customers in their native language.

Globalization hasn’t eliminated cultural diversity. In fact, expanding brands often find out that, beneath a layer of common pop culture, globalization has only strengthened regional identities. On the other hand, while we may assume that English is an international lingua franca, industrial and cultural powerhouses such as Japan don’t have a high degree of English penetration. So, speaking the local language is a must. Being a monolingual business will limit your outreach and put a low ceiling on your potential growth.

Localizing your brand makes you sound like a native and connect with your new target audience. No cultural misunderstandings, no flat jokes, no offensive stereotypes.
A localized approach is a competitive advantage, especially if your competitors are going for generic, “region-wide” approaches. Localization makes your brand memorable and shows customers that you came to stay. From Netflix to Uber, to Coca-Cola.
A masterfully executed localization strategy is the open secret of all successful brands.

But, what is localization? How does it work? In this free resource, we set out the key steps of the localization process, and explain how it can benefit your business.