As businesses grow and expand into the international markets, various new and exciting opportunities arise, in tow with some unexpected challenges.

Globalizing a business or a brand goes way beyond translating a logo or slogan. Additionally, brands must bring their values and messages seamlessly across borders to capture universal appeal in an array of cultures and languages.

However, this process of relative transition is not easy to master and achieve, even for the biggest brands, out of which many have failed. When it is about marketing on a global platform and upholding the brand’s voice and tone – far too many times and far too many brands take the shortcut by only focusing on the translation.

Undoubtedly, translation is the less expensive way than investing in proper global market research, subsequent investment in localization, and hiring a native language translator. Though, investing in native translators and making sure your brand is localized to the targeted international audience pays off in huge dividends. Culturally adapted content for different target markets will save you the time and expense of correcting your mistakes later.

Begin with Market Research

No two cultures and similarly no two markets are the same – brands need to realize this. The unspoken rules of etiquette, laws, legal regulations, and consumer behaviors vary significantly by region. Therefore, when you move to re-invent your brand image for international marketing, you should always conduct market research initially and then move on to feedback. 

What should be your target?

Your goal should be to become globally recognized and position your brand as a coveted entity. Sometimes companies are successful in dramatically adapting to meet the location-based needs of a target market, while in other instances, some brands miss the mark by a long shot.

Tip: The best way to efficiently navigate this process is to acknowledge your expansion markets’ diverse and unique needs.

What should be your focus?

Uphold your brand values while adapting to the new market!

Be Exclusive, Everlasting, and Resilient

A business’s base identity integrates the unique values representing what the brand stands for and what it offers its target audience. How a brand goes about translating its character in the international markets it works in will be the determinant of its overall success over time.

Tip: Focus your efforts to create a base identity that emerges as timeless and resistant to change while still focusing entirely on the localization of your brand in the international market.

Expanding Scope

The base identity of any brand goes further beyond its slogans, design elements, and logo. You must always pay keen attention to how your core values and mission translates and communicates overseas. Consequently, making sure the consistency of your brand base identity.

Find a way to widen and expand your scope of focus while including and staying true to the core values of your business.

Think twice about the Internet

The boosting consumer travel and the internet can pose challenges for your brand to maintain a unique/separate local brand identity globally. If your local audience comes across a vastly different version of your brand overseas, you might lose your integrity in their eyes.

It is important to ensure that your brands’ global presence does not destabilize your home market.

Beginning Now

Don’t wait for a costly mistake in translation to turn to a professional translation service provider. The translation of your marketing materials should be localized to target the culture of your new market.

Locals and expert native speakers of the language should be involved in the creative, structural, and strategic process – to ensure your brand stands out in any market and successfully globalizes.

Experts at ABC language solutions are trained to make precise cultural and linguistic adjustments to your campaign’s wording, design elements, and images to successfully adapt to the newly targeted locale – precisely reflecting your brand’s base identity.

If you are ready to charm and capture the consumers in newer markets and for your business to prosper in a language that communicates to a culture of people, get in touch with ABC language Solutions today!