Few brands establish dominating positions in multiple countries. Those that do, seem to be doing some things right.
Global Brand Survey findings suggest that all other things being equal, brands that are identified with local culture perform better than others.
Consumers experience local brands as more authentic and personal. Favoring local brands can also be seen as a reaction against globalization. On the other hand, global brands are more likely to be seen as “setting the trends“. How to be a global local brand, then?
The promotion of cultural identity may be apparent on the Internet. Far from creating a global village, the Internet looks set to promote greater diversity.
This is underlined by the findings of the report published by the European Commission last year.
44 percent of respondents said that they only used their own language to read or watch content on the Internet. Further, 59 percent said they did not use any language other than their own when writing emails, sending messages or posting comments on the Web.
If this is the result in Europe, what would you guess is the outcome in China or in Russia?
If your company wants to ride the tide but is lacking the resources of setting up a rep office in each potential market, make sure your web and social media presence support your message. Language is not the only building block for localization – but if you fail to do that one right, you can forget about the rest.
Larry Roth, a founder of Navistream, is an expert in brand localization. He emphasizes the need for using native translators based in the respective markets. He writes:
“Make sure the tone of voice and messaging in your collateral, video and Web sites support language nuances and traits of the regions you are trying to reach.”
Speak the same language as your fans do.