We are living in an increasingly interconnected world. People are much more connected and aware. Similarly, nowadays a brand is considered successful only if it has an international footprint. Seeing these phenomena, more and more brands are trying to jump on the bandwagon of going global. However, expanding globally entails much more than simply translating your product content from one language to another. There are several factors that need to be considered when brands decide to launch their products in international markets.
Although, some brands seem to ace the localization game. Studying and analyzing what they did right can help start-ups and aspiring brands navigate the choppy waters of global expansion.
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Following are some brands that are nailing the smooth transition and adaptation of their brands internationally:
The Ever-Rising Popularity of Coca-Cola
It’s been 120 years since the brand was first introduced and it still enjoys the status of being the most preferred choice of soda globally. The marketing geniuses at Coca-Cola ensure that it stays at the top of customers’ minds with constantly engaging marketing campaigns.
Similarly, when we look at the brand’s localization strategy, we see how Coca-Cola not only focuses on the language but also the visuals and concepts. The brand cleverly uses the assistance of a professional localization platform with thorough market research to constantly stay up to date with the new developments in different regions of the world.
One of their marketing campaigns ‘Share a Coke’ gained massive popularity. The idea was to help people connect with each other by sharing the soda. The brand printed common names like Jack, Mary, or Susan in the USA. However, in China, people think it is rude to call people by their first names so they opt to go with honorifics such as ‘close friend’ or ‘classmate’. This cultural adaptation made the brand much more relatable for everyone across the globe. This is just one example of how they have been acing the global expansion game for years.
Go to Fast Food Brand: McDonald’s
Another beloved and popular brand is McDonald’s. They also come up with inclusive marketing campaigns, ensuring that they localize not only their marketing campaign content but also their flavors and menu.
For instance, in Japan, they offer a teriyaki-flavored burger whereas in India they have the Maharaja Mcburger which basically has a veg patty. Considering Hindu’s sentiments against the usage of meat, this is a particular stroke of genius. This helps in portraying to the customers that a brand respects their values and is willing to go the extra mile to adapt to their cultural preferences.
How Does Apple Stay at the Top of its Game Globally?
Apple is a brand that needs no introduction. It is universally famous and people all over the world line up outside their stores every time they launch a new product. A lot of it has to do with the foundation that was laid by the genius Steve Jobs. However, the brand has continued and carried forward his efforts in the best way possible.
One of the reasons that they are the favorite cellphone brand universally is thanks to their localization efforts. They ensure that the product incorporates localization as per the target countries. The marketing heads at Apple understand that a person in Brazil or France would prefer having the cellphone, manual, and packaging in their native language rather than English.
Thus with the help of a robust enterprise translation solution and several talented translators, they manage to make their product user-friendly across borders.
How Localization Sustains Globalization
In order to sustain global growth, it is important for brands to understand the importance of translation and localization. With the abundance of new brands popping up every day and the fierce competition faced by companies on a daily basis, adapting your brand according to the native language of the target market is one way of staying ahead of the curve.
On the other hand, sometimes the costs can outweigh the benefits of adapting to the native language. Since the translator comes at a high price many start-ups can not allow for such extravagant budgets. However, in situations like these, an efficient cloud-based translation management system is the ideal solution. With features like inbuilt glossaries, quick turnover, and easy access from anywhere in the world, it is key in helping brands streamline their localization efforts.
Wrapping it Up
Famous brands such as mentioned above act like trailblazers for SMEs and start-ups. By evaluating their marketing strategies and localization efforts, many aspiring brands can take a leaf out of their book. As a result, it will be easier to connect to your target audience. Thus, the brands will be able to make a space even amidst the cutthroat competition.
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