Correct Definition of Brand and Localization
Localization is important tool in turning the new market search to local operations, which must be carefully planned. It is important that the brand or company that is going to be localized be aware of the dynamics of the new market, especially regarding basic marketing principles.
For example, companies that have wide operation networks in developed countries must act accordingly with the new countries’ market and pay attention to developing a new approach to self-localization. For example, the Armani brand from Italy define themselves to appeal to the mid to high segment in their European operations. On the other hand, they have started their operations in developing countries like Turkey with a target on high segment customers. This approach is one that can be highly beneficial to the company’s brand value if the market dynamics are well understood. Moreover, it is also a crucial step in localization. In short, every local market has its own dynamics and localization begins with a thorough understanding of the market.
2- Cultural Differences
An important factor in localization is an understanding of cultural differences in countries and even in cities. It is crucial to be aware of these differences in order correctly execute every step of the localization process, from updating the website to advertisement campaigns. Research on the topic shows that a great deal of the mistakes committed during the localization process is a result of a misunderstanding of other cultures for brands that are moving towards globalization. For example, it is more appealing for advertisement campaigns to be short and entertaining as part of the consumerist culture in the European market. In Asia, on the other hand, consumers are more influenced by advertisements campaign that have a story behind and thus, are longer. Although companies that are not aware of these expectations might have succeeded at establishing a market and value balance, it is difficult for these companies to compete and be successful in markets where local brands are dominant. For this reason, the localization process requires collaboration with local companies and professionals, which is directly related to the success of these aides in their knowledge of the market and the local culture. Therefore, companies must carefully choose the establishments that they will collaborate with to realize localization operations.
3- The Importance of Language and User Experience
In addition to cultural differences, language is an important factor in localization and many companies make mistakes due to their lack of correctly understanding the subject. Regarding language, the differences between alphabets and meanings are the most critical points and greatly affect the user experience. Mistakes in this area do not only damage the brand value but also cause high costs. For example, when the Ford brand introduced “Probe” to the German market, it had planned for a fast growth. However, Probe meant test in German and potential customers thought that this model was a test car. Therefore, sales were below expected and the company was forced to change the name of the model. Furthermore, many companies that enter the Arab markets prefer simply prefer changing the direction of script rather than re-designing the layout, which shows that they don’t pay enough attention to user experience. When we consider all these factors, translation companies that are employed must first be evaluated in terms of their references and businesses must be careful about only selecting professional companies.
Although globalization means the removal of economic borders, this situation also gives certain significant responsibilities to companies. In this sense, there appeared an operational flow caused by this opportunity and companies that could make the most of it prospered, becoming multinational establishments. On the other hand, localization is highly significant in the framework of globalization and signifies more to the companies that are aiming to become multinational, than simply being translation companies. In your all localization endeavors, Protranslate is always by your side with its professional team and has already succeeded at localizing hundreds of companies today thanks to its knowledge of Turkey and the MENA region.