In part four we look at your brands recognition in international markets, localization without rebranding and budget components for rebranding.
Your Brand’s Recognition in International Markets
You will need to determine how well known your brand is in international markets. Consider whether your brand is operating already in your target markets, or if your new localized website will be used for a brand launch. If there is brand familiarity already, you will want your localized versions of the site to be more similar to your original site. Otherwise, there is potential for international users to think they are receiving a product that is different from the original and that may turn them off.
On the other hand, if you are just starting out in a market, you may be able to make more changes. If you are using a global brand strategy, you can target the tastes of the local market without making extreme changes. You may even establish a slightly different niche from the one you occupy at home.
Just Right Localization Without Rebranding
Make sure you view localization as an adaptation, rather than a complete rebranding. A key to localizing your site effectively is maintaining the overall feel and look of the site, while creating an engaging, more familiar environment for your international visitors.
This result requires subtle visual changes which align more closely with local visitors’ cultural expectations and experiences. This adjustment may mean switching up colors or even changing certain images. For instance, you may introduce new stock photos or graphics featuring people that your users may identify with better. If you change elements too drastically, it will feel like you have created an entirely new brand. To maintain balance between a stable brand identity and adaptation for local tastes and needs, look at various ways that the most successful world brands use glocalization.
Create a detailed budget before you begin. Be sure to nail down an accurate, detailed budget for full localization of the website prior to hiring translators, developers, and other experts. Consider the scope of your localization. Will it be focused only on translating the existing website to new languages, or will it entail significantly revamping major portions of your website.
Budget Components for Localization:
- Website development
- Language translation
- Linguistic testing
- Compliance testing
Fortunately, a website localization company can be hired to facilitate the whole process of website localization. It is desirable to hire one company instead of contracting out each component separately. This method will ensure that all of your website’s moving parts work together harmoniously.