- 12 Jan
Why localising your material is important
Creating a brand is a challenging task which if completed correctly leads to the success of a business. But equally as important is maximising the potential of having a number of audiences irrespective of where they’re situated.
So you’ve spent time and dedication in building a recognisable brand alongside a cohesive message. You know your audience well, and know how to market them in one particular region. But it should be just as important to put that same creative effort in reaching markets in all avenues of the world. Yes it isn’t surprising that each business wants to conquer as many markets as possible, but to do this successfully localisation needs to be added into the equation.
But why localise, I mean, can’t you just address your Chinese market the same way you would your English market. Well of course not, because while the message and intent remain the same, it’s the way in which you are to reach your specified customer that is vital in this scenario.
A list of never ending factors come into effect when marketing material to a diverse audience. Questions should be raised. Will the message be communicated accurately? Does the message have the ability to offend? Does it require tweaking here, or more of something there? And outside of these weighty questions are many other components to think about. Colour, numbers, the use of images and tone all come into the picture.
So once you’ve scratched the surface, it’s vital to have a strong idea of what it is that you want to achieve, especially when aiming for a new marketplace. Another crucial element about targeting global audiences is knowing the tone and fashion of your audience and attributing the best material to communicate your message cohesively. You want your message to remain the same but also have a unique effect, which localisation equally brings together. This way your message will be received and your audience would have grasped it in the best way possible.
An example of localisation with a big name brand
KFC has cleverly worked at localising its menu in many parts of the world and in particular in China. When it was first introduced to China, KFC offered a number of different chicken options that were mostly the same as in the US. But for a localised service KFC offered its Chinese consumer a range of Chinese specific foods such as a traditional Chinese breakfast and a number of rice dishes.
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