Understanding Localisation: It's More Than Translation

Translating your tagline into a new language is part of localisation, but it's the tip of the iceberg. Effective localisation dives deeper, adapting your visuals, messaging, and tone to resonate with your target market's cultural norms and values.

Case in Point: Airbnb

Airbnb's marketing playbook for Japan could win awards. They swapped their global "Live Anywhere" messaging for something that resonated locally: "Belong Anywhere." They also used culturally sensitive imagery—a mix of traditional tatami rooms and modern spaces—to show they understood Japan's blend of old and new.

And let's not forget their genius local partnerships. By collaborating with Japanese influencers, Airbnb positioned itself as a trustworthy option in a country that values close-knit communities and word-of-mouth recommendations.

Research First, Launch Later

Think of localisation as the "getting to know you" stage of a new relationship. You wouldn't propose on the first date (unless you're starring in a romantic comedy), so why launch in a new market without understanding it first?

Pro Tip: Lean into Data

Tools like GWI and Sprout Social can help you understand consumer preferences, habits, and cultural nuances in specific regions. For example, did you know 67% of millennials are more likely to engage with brands that reflect their cultural values? That's not just a stat—it's your roadmap.

We once spent hours preparing a pitch deck for a new client in France, complete with all the latest bells and whistles…only to realise their company prided itself on minimalism. Awkward. Lesson learned: Always know your audience.

Adapting Visuals: A Picture's Worth a Thousand Cultures

Visuals speak louder than words but can also offend louder than words if you're not careful. When localising your brand, consider your colour palette, imagery, and even font choices.

Case Study: Glossier

When Glossier expanded into South Korea, they knew their minimalist, “skin first” aesthetic would resonate. But they went further, creating marketing materials that celebrated Korea’s own rich skincare heritage. This respectful blend of global and local design elements struck a chord with their audience, turning Glossier into a beloved brand in the region.

Messaging That Hits Home (Literally)

Your messaging needs to feel like it was written for your audience, not just translated to them. That means adjusting your tone, humour, and even idioms to align with local sensibilities.

Case Study: Patagonia 

For their entry into the Nordic market, Patagonia leaned heavily into the region’s love for the outdoors and sustainability. They adapted their messaging to highlight “friluftsliv,” the Scandinavian philosophy of outdoor living, and tied it to their eco-friendly initiatives. This localisation effort made Patagonia not just a retailer but a kindred spirit in the Nordics.

Tip: When crafting messaging, always run it past a local expert or focus group. You'll avoid awkward missteps—like the time I tried to use a popular slang term in a campaign that turned out to mean something wildly inappropriate. Oops.

Building Trust: Go Local with Partnerships

Sometimes, the best way to say, "I get you" is by partnering with someone your audience already trusts. Local influencers, community groups, and even charities can help build credibility in a new market.

Example: Nike's India Strategy

Nike partnered with Indian cricket stars for a campaign that celebrated the country's passion for sport. They didn't just slap logos on jerseys; they created heartfelt videos showcasing athletes' journeys, earning respect and brand loyalty.

The ROI of Getting it Right

Investing in localisation isn't just about being nice—it's smart business. Brands that localise effectively see stronger customer loyalty, higher engagement rates, and increased market share.

Stat to Remember: According to HubSpot, 72% of consumers say they're more likely to buy from a brand that provides a tailored experience. If that's not motivation, what is?

Final Thoughts: Localisation is a Love Language

At the end of the day, localisation is about showing your audience you see them, understand them, and value their culture. It's not a one-size-fits-all strategy; it's a custom-tailored approach that makes your brand feel like it belongs, no matter where it's planted.

So, next time you're thinking about expanding into new markets, remember that a little cultural sensitivity goes a long way. And if you need a partner to help you navigate this journey, we at BrandNew Creative are here to guide you every step of the way.

Let's create a localisation strategy that wins hearts and minds—one market at a time.

Image credits:
Airbnb 'Belong Anywhere' Campaign by DesignStudio
Glossier Official Website
Patagonia Official Website
Nike India