Expanding your business to overseas markets can be a great way to widen your reach and gain a competitive edge, in terms of brand positioning and revenue. However, to be successful, it's essential to localise your business. This entails paying attention to the full circle of innovation, production and packaging, as well as branding.
It’s easy to feel overwhelmed with the mammoth amount of work required before you branch out to a new market overseas. Take it easy – we’ve done the legwork for you, so all you’d need to do is follow our guide. But first, let’s understand what defines localisation and its impact on your business success.
What does localisation mean?
Localisation is the process of adapting your products, services and marketing materials to the cultural, linguistic, and regulatory characteristics of a specific country or region. It’s one step after globalisation, which entails the movement of goods, services and ideas beyond geographical borders.
In a nutshell, localisation ensures your product and the business process that surrounds it are legally permissible in the market and relevant to the local audience.
Why is localisation important for companies that want to sell their products overseas?
Localisation is essential for companies looking to expand into new markets because it helps them to connect with customers on a deeper level. When you speak in their language, you’re able to establish greater affinity with your target audience. This helps to facilitate adoption across consumer funnels.
For example, if you’re in the business of wines and are exporting to China, positioning your brand as the go-to choice during festive occasions like Chinese New Year can help attract significant traction on the conversion stage. Bundle packs and seasonal discounts are some ways to execute this. Tapping on the country’s most profitable online sales day, Single’s Day is another example. On the awareness and consideration fronts, you may consider social media or blog content that enrich the daily lives of Chinese residents. A blog or Instagram video on wine pairings with specific Chinese delicacies is one example.
When establishing a connection, you also maintain cultural sensitivity through localisation. This ensures there is no misinterpretation of messaging or cultural blunders that may not reflect well on your brand. You avoid pitfalls like boycotts that would otherwise jeopardise your chances to excel in the international market.
With sound localisation strategies, you garner greater trust, a key ingredient for brand loyalty and business success.
How do I localise my brand and products?
Localisation is an ongoing endeavour. Cultural and communication challenges must be consistently overcome. Likewise, businesses must invest in administrative costs to manage legal and logistical processes to make their new market venture a success. While some may view the increased costs and resources as a hurdle, a sound strategy and long-term plan can bring in greater benefits that’ll easily outweigh initial investment costs. Here’s how.
