Tag Archives: Localisation

The hidden benefits of localisation

The Hidden and Not-So-Hidden Benefits of Localisation

Over the last few weeks, we’ve been drumming home just how important a localisation strategy is to your international success. We’re bound to say that, right? Well maybe; but there is an increasing acceptance that in order to succeed abroad, UK businesses must localise their products and their accompanying literature. Why? Because business owners and decision makers are beginning to see both the hidden, and the not-so-hidden benefits a localisation strategy can bring.

1. Competitive edge

If you’re competing against domestic suppliers native to the market you’re moving into, or competing against overseas market entrants that have localised their products and services, you have no choice but to localise. It’s as simple as that. Imagine yourself as a customer looking for a product online. There are four websites in your native language, and one written entirely in Spanish. Which will you disregard first? I think it’s pretty obvious.

As a nation of fairly lazy linguists, it’s all too easy to think of English as the language of business; it’s not. The language of business is always the customers’ language, whatever that may be. If your competitors have taken the lazy option, then localising your literature and product specific information will present you with a distinct competitive advantage.

2. Visible commitment to your customers

Taking the time to localise your literature is not only a commitment to your international customer base, it’s also a commitment to your workforce. Leading by example in this way will illustrate to employees at every level of the company just how important your overseas customers are. Of course, native language products and services should be accompanied by a native language customer service provision, so that’s something you should consider too.

3. A local and international brand

Whilst a localised website will help your business become a brand in your newly created market pockets, your overarching and original offering will be working away in the background to service all of your English speaking customers, clients and prospects. During the localisation process, your business can alter your marketing messages to make them more appropriate to particular markets, allowing you strike the right chord with every customer, wherever they are.

4. Unparalleled market penetration

If you’re already selling abroad and your sales have plateaued, localisation is one way to increase your market penetration without forking out for an expensive and potentially fruitless marketing campaign. The simple act of translating your website into the native language will help you attract internet search traffic for all those foreign language keywords you were previously missing out on. Not only will this approach improve your customers’ understanding of your products, it is also an extremely cost effective method of reaching hundreds of thousands of potential new customers.

5. Reduced liability and copyright infringement

The translation and localisation of the associated legal gubbins that go hand-in-hand with the sale of your products and services, such as contracts, product use and end-user agreements, will help to minimise conflict that may result from the language barrier. This can provide your business with more comprehensive legal protection. Consumers must obey copyright documentation written in their native language, providing your business with additional recourse in case of any corporate sneakiness!

So there you have it, the hidden and not-so-hidden benefits of localisation. Only now, those benefits aren’t hidden anymore; we’ve just lifted the lid! So, if you’re looking for a high quality localisation service that can be your company’s voice abroad, get in touch today! Call +44 2392 987 765 or email: info@linguistica-international.com.

The fine line between localisation and globalisation

Treading The Fine Line Between Localisation And Globalisation

No brand can be all things to all people, but that doesn’t prevent companies from having a darn good go. As a professional translation team that works with global brands such as Santander and Manchester United, as well as many small and medium-sized enterprises, we are constantly treading the fine line between localisation and globalisation. Huge brands want the familiarity and personal service associated with local brands, while genuinely local brands strive to convey the trust and credibility commonly associated with bigger businesses.

Building a strong global brand has never been easy, but once achieved, it does create an array of efficiency benefits that can give globalised businesses the upper hand. However, every new market is different, and a standardised approach will often lack the common touch people love.

A new brand entering into a new market has to work harder than established native brands to grab the attention of potential customers. Localisation is one approach global business use to earn the trust and respect of local people, and to position their brand closer to the consumer. But is localisation always the best approach?

The decision to localise

Localisation is an expensive process, so the decision whether to localise your business for specific markets requires plenty of research and analysis. However, in some cases the decision is simple.

For example, if your business strategy relies on local work or production, or if your original brand is based on colours or a name indicative of another culture, the localisation of your message to create a brand with a local look and feel will be central to your success.

However, the localisation decision is rarely so black and white. In most cases the fine line between brand features and cultural adaptation can cause companies to struggle with questions like:

  • Do the brand’s colours create a favourable impression in the foreign market?
  • Are the brand’s icons clearly understood in the new market?
  • Does your tagline translate into other languages without losing its meaning?
  • Is your offering even relevant to consumers living in this other culture?
  • Are poor sales the result of a reluctance to localise, or are they simply the result of insufficient demand?

The issue is: to what extent do multinational companies integrate or differentiate their operations between separate national markets?

The benefits of localisation

  • Gain a competitive advantage – If the competition localises its products or is made up of native producers, localisation will help you keep up. Alternatively, selling and serving your customers in their own language will give you a definite advantage over competitors with English-only products.
  • Show commitment to international customers – A localised website for specific customer groups highlights the company’s commitment to delivering information to consumers in their native tongue.
  • Build a strong local and international image – A localised presence will help your business project a strong international image that will benefit customers globally and locally.
  • Communicate effectively with customers and prospects – The localisation of your customer support operations can help international users better understand and apply your products and services. The result is an improved customer experience.
  • Improve market penetration – Localising your products will give customers in new markets a compelling reason to buy your products. Increasing market penetration in existing markets through localisation also represents a cost effective alternative to entering new international regions.

As a British company, it’s all too easy to think of English as the language of your business. In reality, the language of your business is the language of the customer. A professional localisation service can help your business find its voice in any market.

For more information abut localising your business’ key messages, please get in touch with our experienced team of mother tongue linguists today.