Localising your Global Brand

localising global brand

If you work for a large multinational brand, breaking into a new market shouldn’t present too much of a challenge. However, if you think that you can use the same language/signage/slang that you’ve used to great effect in other countries, you might be making a big mistake.

One of the most important things you can do is to demonstrate that you understand your new audience, including what they eat, how they talk and the values that are meaningful to them. Here are a few other things to keep in mind when making the jump to another country…

Localising Your Global Brand

Do the research

Just like planning any other product launch, moving your brand into a new country shouldn’t be a hasty move or one done without any thought. There are many complex pieces, from whether there’s an actual need or demand for your product to whether the market is ready. You could have an amazing product but if it’s not a good fit and there is not a welcoming audience, you will waste time, energy and money in trying to create that fit. Selling to people who will not benefit from your product sounds like a losing battle.

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Don’t make assumptions

Let’s say the new market is ready for your product. Since your marketing content is performing well in the UK, you’re just planning on repurposing that content for the launch into the different country. However, it’s a mistake to assume that the same content that works in the UK will work in Ireland or America or other English-speaking countries. You might be able to keep some bits of your content, but you’ll need to take regional localisation into account. There are phrases and idioms that are unique to Ireland. By assuming that all English is the same you’re doing your audience and your brand a disservice.

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Spend money on professional help

There are times when you simply need to rework some of your content, but then there are other times when you’ll need to consider a complete overhaul. This is when it makes sense to get outside help. Whether it’s a professional writer to help you get language idioms correct or a photographer to give your pictures some local flare, it’s money well spent to ensure that your product doesn’t look or sound out of place in this new market. You can outsource the entire project or work with a local agency that can give you advice on how to best connect with consumers.

Here at Zahra, we’ve helped many multinationals run successful campaigns here in Ireland. It’s because we know the Irish market and can create content that will resonate with consumers here. Don’t skimp on this part of your investment because frequently, you won’t get a second chance to make a first impression

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