7 steps to developing a business localization strategy

Are you going to face the world? Do it loud.

Localization is not translation. It is a business development strategy that turns global presence into local success.

Do you want your brand to not just “pass through” but leave a mark?
There is no way it will work without a strong business strategy and localization strategy. It doesn’t just adapt the language, it creates a deep, personalized experience for each country. It is a bridge between brand culture and market culture.

To be heard, felt, and trusted, your content must speak the language of the local context, not just grammar. So where to start? And what elements will make your localization strategy truly powerful?

Target Audience Research

The strategy is always based on research results. If you have already decided on your goals and audience, and know exactly where you will develop your business, then apply this knowledge. If not, start with analytics. Where does your website get its traffic from? Perhaps your product is already of interest to foreign users, and this could be a start.

Ask yourself: does your product have potential in other countries? Where exactly will it be most needed? If traffic consistently comes from a specific region, then identify this as one of your localization priorities.
2. Assemble an Expert Team

The next step is to contact a team of localization professionals. Localization differs from translation in that it requires a deep understanding of consumer culture, so working with an agency can be critically important.
At MK:translations, we take care to preserve your brand and quality standards, but give them a new sound. Our team collaborates with native speakers and provides localization and adaptation services for any type of content and international business strategy.

Study All the Specifics of the Market: Cultural, Linguistic and Technical

Unsuccessful localization may not just fail to bring profit, it can completely ruin the brand image. A joke without understanding the local context can offend, as happens even with giants like H&M.

In 2018, H&M lost a lot of users because of one single image. The brand’s collection includes a new hoodie with the inscription “The Coolest Monkey in the Jungle.” Online stores and promotional campaigns used a photo of a dark-skinned boy advertising the hoodie. Many were shocked by the fact that the brand used a campaign that had an overtly racist connotation. Stars, including The Weeknd, severed ties with the brand, and protests and store closures occurred in South Africa. This is a prime example of how marketing materials should also be localized, taking into account the potential audience reaction.

Let it slip — and a reputational crisis instantly ensues. Remember, one message doesn’t fit all. Preparing materials for each market means taking into account culture, history, and linguistic features. To avoid failures like H&M, it is worth entrusting localization to professionals who will create the best customer experience.

Determine What Doesn’t Need to be Localized

You can localize everything, but what exactly does your business need? Localization of the website and social networks? Are you ignoring user feedback and UGC content, or maybe its localization will only confuse a new audience? Brainstorm with your team and make decisions about each type of content.

A brand can not only create different content for different countries, but also have different social media profiles to build a deeper level of trust with different users. Pay special attention to your new audience — they will appreciate it.

Check and Adapt the Design and Visual Style

A critically important part of localization is the visual style and imagery that the brand uses. What looks stylish in London may be unacceptable to Tokyo residents. Visual style is a wordless language that either strengthens trust or destroys it. Your advertising should look clear and natural, using images, symbols, and colors that won’t cause misunderstandings.

In 2018, Dolce & Gabbana filmed a video to promote a new collection. In this video for a Chinese advertising campaign, a model ate pizza with chopsticks. What was intended as a joke was perceived by the audience as a cultural humiliation. The brand not only stopped the show, but also had to apologize.

Testing localized content

No test means no guarantee of success. Business strategy must take this into account. The most creative and successful localizations may not “reach” the audience and fail in the market. You can’t take a risk and enter a new market with untested materials, because there will be no second chance to make a first impression.

Before the final launch:

• Do another local survey.
• Show the final version of your marketing materials to local users.
• Check whether the materials convey the content without losing meaning.

One small mistake can ruin everything.

Customer Support Service

It is very important to provide customers with service in their native language. Don’t rely on AI translation, consider whether there will be enough resources to handle requests and messages from new users. Create an FAQ page and edit it after the first month of operation in a new market. Hire local staff who can interact with the audience directly, without a translator.

Bottom line: going out into the world starts with the right step

Localization is not just a challenge, but your chance to grow globally.

Yes, localization strategy can seem complicated. But with a clear plan and a reliable partner, this is the path to conscious growth. MK:translations is your team of experts who create culturally accurate, flexible, and relevant content for every market. Does the marketing strategy in the business plan include localization testing? We will help with this too.

Are you looking for a partner who doesn’t just translate, but builds connections between cultures? With us, it’s about speed, quality, and proactivity. Contact us today and get a localization consultation.