Do you know what “Localize your brand” means?

More than 50 years ago, the philosopher, Marshall McLuhan said that the world had become a global village. And thanks to advancements in modern communication, we now live in a “simultaneous happening”, where world culture is shared through technology and people are connected in a way that McLuhan could never have imagined.

Companies then began to take advantage of these connections. However, the connected society put the brand names under pressure to offer a perfect experience on all platforms and devices, with it being important to consider the varied demands of a base of global consumers. Therefore, companies need to invest in localization. The World Wide Web Consortium (W3C) defines localization as the “adaptation of a product, application or document content to meet the language, cultural and other requirements of a specific target market”.

It may require a new comprehensive idea of logic, visual design or presentation if the type of business in a certain locality significantly differs from the culture of origin. When you identify some of the errors that companies have committed over the years, you realize that the guidelines established by the international standards organization are a good place to begin. The key-words are “language” and “cultural”, two elements that must be at the top of the list for any company with global aspirations.