Why localise?

In a nutshell…

Localisation, often overlooked by companies involved in global trade, is the art of adapting a brand and its products to local cultures. Companies that do not localise their brand may risk alienating customers, resulting in revenue loss since they do not speak the same language.

A concrete example... or two

Let's take a look at a well-known example of this. The famous Japanese carmaker, Mitsubishi, had a model called Pajero. When they marketed it to Spanish-speaking countries, they had to change the name to Montero. Why? Well, we suggest you check the dictionary for the definition of Pajero in Spanish. But be warned, it’s not a term you'd want associated with your car.

There is an opposite example to this, however. While Türkiye is still slow to adapt to EVs, Citroen’s move to not localise its electric mini, Ami, for the Turkish market might be a smart move to make people talk about it. Why, you ask? Well, let’s say that when you omit the “i” at the end, the word then refers to a particular female body part.

Takeaway

However, this does not eliminate the significance of localising products to other cultures. Otherwise, profits may plunge if the target market audience is annoyed or even offended by the language a company uses. So, it is of the utmost importance for companies trading globally to localise their brand, from their marketing copies to their website and even the product names, as noted above. Localisation is not just a strategy, it's a necessity for global trade success.

Connecting with the local audience not only helps establish a genuine connection between your brand and the local communities but also significantly increases your company’s market share and revenues. By understanding the cultural nuances and sensitivities of your target market, you can explore the potential gains of entering new markets and see a substantial increase in your company’s revenues.

Make them love your brand via language!