The key objective behind localization is to ensure that the business’s message and brand blend seamlessly into the regional preferences and trends. The locals must be able to easily associate with the brand and adopt it as their own. Irrespective of where the brand originates from, it must appear as if it has been designed for the specific region where it is being marketed or where the service is being advertised.
A common mistake
Often, businesses take the easy route when it comes to translation and localization. What they do is to focus all their energies on creating a global persona for the brand or business that can be used everywhere without any special efforts being invested in localization. Yes, this is a cost effective solution that can also eliminate the need for investing in manpower to carry out the localization task. However, is this in the best interest of the business? Usually, no! The problem that arises with this approach is that the business essentially delivers a watered- down version of their brand message, a marketing message that lacks punch or passion simply because the focus is not on communicating in the best way but in the way that requires minimal adaptations to various markets. The whole process contradicts the very purpose of going global, by failing to make the business or brand appealing to the universal audience. In effect, a cookie-cutter approach to branding or marketing can be a fatal mistake.
Avoiding the cookie- cutter approach
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