{"id":910,"date":"2023-10-02T23:51:13","date_gmt":"2023-10-02T14:51:13","guid":{"rendered":"https:\/\/tam-tamlo.com\/en\/?p=910"},"modified":"2023-10-02T23:51:57","modified_gmt":"2023-10-02T14:51:57","slug":"global-brand-localisation-the-pain-points-and-the-solutions","status":"publish","type":"post","link":"https:\/\/tam-tamlo.com\/en\/910","title":{"rendered":"Global brand localisation: the pain points and the solutions"},"content":{"rendered":"\n

Now more than ever before, companies have the opportunity to expand abroad thanks to digitalisation. But to have a chance of success, it\u2019s vital that their products, services and content are adapted to fit the new market. It seems like a no-brainer, but in reality, if localisation was easy, all brands would be doing it flawlessly, which they\u2019re not. <\/p>\n\n\n\n

It's difficult for brands to understand new audiences. And often, in order to capture them, they need to completely reinvent themselves in a new country. <\/p>\n\n\n\n

Learning from the mistakes of others<\/h2>\n\n\n\n

\u2018It\u2019s especially a challenge for smaller companies who haven\u2019t had any kind of cross-cultural training,\u2019 explains James Lovell<\/a>, TAMLO\u2019s consultant, \u2018but even large, global organisations who are cognisant of different cultural approaches to business still come up against barriers.\u2019<\/p>\n\n\n\n

Large multinational or small startup, no one is immune to bad localisation. Pepsi famously meant to encourage the Chinese market to \u2018come alive\u2019, but instead promised to bring everyone\u2019s dead relatives back from the grave. And Honda<\/a> was left red faced after discovering the name of the car they were marketing in Scandinavia had a vulgar meaning.<\/p>\n\n\n\n

It\u2019s TAMLO\u2019s job to prevent mistakes and to lessen the localisation challenge for all businesses. We\u2019re all about bridging the culture gap (for both clients and within our own organisation<\/a>) and helping Western brands flourish in Japan \u2014 and vice versa. <\/p>\n\n\n\n

The fear of change<\/h2>\n\n\n\n

Most brands understand the importance of localisation. However, it\u2019s a subconscious resistance to change that sometimes causes problems. Fear of change is part of the human condition. As Forbes points out<\/a>, our brains hate it and \u2018for business leaders, change is literally pain\u2019. Of course, with change comes risk but in staying stuck, brands also risk becoming antiquated. <\/p>\n\n\n\n

\u2018We\u2019re currently helping a large multinational organisation localise for the Japanese market\u2019 says Nanako<\/a>, TAMLO\u2019s Chief Localisation Officer. \u2018Their branding is \u201ccool tech company\u201d \u2014 they sit somewhere between B2B and B2C. They\u2019re quirky and different and so far, they\u2019ve done a great job reshaping their branding. We\u2019re currently adapting their social media content and working with influencers. However, the challenge is that the Japanese team is not aligned to this kind of branding. They\u2019re editing the posts to make them more corporate.\u2019<\/p>\n\n\n\n

\u2018Obviously, from their point of view, it makes sense: the tech world is more corporate in Japan,\u2019 adds James, \u2018but our argument is that it\u2019s changing and we\u2019re trying to stop them getting left behind. So we\u2019ve been stuck in a tone of voice battle.\u2019 <\/p>\n\n\n\n

Taking a leap of faith<\/h2>\n\n\n\n

It goes without saying that maintaining a positive relationship with clients is important for both sides, so it\u2019s a balancing act. We are respectful of our clients\u2019 views but we want them to trust that a new way will be the best in the long run. Sometimes this means pushing back. <\/p>\n\n\n\n

\u2018We have a great working relationship with both this client\u2019s American offices and Japanese offices,\u2019 explains Nanako, \u2018and we\u2019re in a position where we can be frank with the head of social media. We tell them that we see their point of view, but that we slightly disagree. In this case, we gently encouraged them to meet in the middle with their branding.\u2019 <\/p>\n\n\n\n

Helping multinationals localise sometimes means being the middleman between departments, but that\u2019s no bad thing. As a marketing agency specialising in localisation, we love that we\u2019re able to help international teams come together, work towards a shared goal and instigate positive change. <\/p>\n\n\n\n

In the case of the aforementioned client, \u2018it\u2019s the US team\u2019s job to make sure the brand works well with the Japanese audience\u2019, explains Nanako, \u2018it\u2019s just that they had a different position on how to get there. But conversations between us, the American team and the Japanese team prompted updated brand training and new understandings.\u2019<\/p>\n\n\n\n

Translation vs localisation<\/h3>\n\n\n\n

Even if businesses are open to change, it can be their interpretation of localisation that trips them up. There is still the belief that localisation simply equals translation, but translation is just one facet of the overall process. A good localisation project takes a holistic approach and considers everything from the models or influencers used to the advertising techniques. Businesses who lump translation and localisation together tend to end up with content that\u2019s been directly translated, AKA content that\u2019s at best awkward, at worst incomprehensible or even offensive. <\/p>\n\n\n\n

40% of consumers<\/a> won\u2019t buy from a website where the content is not in their native language. And 41% won\u2019t trust<\/a> a site with poor grammar. \u2018It\u2019s baffling then\u2019, says James \u2018that lots of businesses choose translation over localisation services to adapt their content because the most important thing is building trust in your customer. People won\u2019t trust a brand with this kind of content, yet, we see it all the time\u2019.<\/p>\n\n\n\n

TAMLO was commissioned to help a Japanese client with their English PR. \u2018The product names had been translated directly into English from the original Japanese,\u2019 explains Nanako. \u2018We needed to spin it so that they somehow made sense in a natively-written press release but it was impossible! The client had thought it was okay \u2014 even, cool \u2014 to use this kind of English. They weren\u2019t aware it wasn\u2019t real English.\u2019<\/p>\n\n\n\n

The brand came to TAMLO for general PR help, but quickly discovered it was a bigger job than they\u2019d anticipated. As Nanako explains: \u2018They realised that post-pandemic, as overseas tourists are returning to Japan, they need to up their English game\u2019.<\/p>\n\n\n\n

The opposite is true, too, when American or British businesses localise to Japan. \u2018We\u2019ve seen big organisations translate entire websites to Japanese using a translation company. We bring in a Japanese member of the team and they\u2019re like \u201cWOW\u201d!\u2019 laughs Nanako.<\/p>\n\n\n\n

Making assumptions based on your own culture generates mistakes, too. Take memes for example, they\u2019re so ubiquitous that \u2018memevertising\u2019 is now a credible (and effective) form of digital marketing. At least, in Western culture it is. <\/p>\n\n\n\n

\u2018Memes are big in marketing in the US - but not at all in Japan. They just don\u2019t work there\u2019, explains James. \u2018Even if it\u2019s a meme that seems globally relevant, it won\u2019t resonate with the Japanese audience. Recently, we had to help adjust a brand\u2019s meme-dominated content marketing to better fit the Japanese audience.\u2019<\/p>\n\n\n\n

It\u2019s very easy to assume that a marketing or social media trend is a global phenomenon just because it\u2019s so prevalent on your own feeds. <\/p>\n\n\n\n

. . .<\/p>\n\n\n\n

Investing in a specialist agency, like TAMLO, with expertise in a particular culture avoids embarrassing (and damaging) mistakes for brands. <\/p>\n","protected":false},"excerpt":{"rendered":"Now more than ever before, companies have the opportunity to expand abroad thanks to digitalisation. […]","protected":false},"author":9,"featured_media":911,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[7],"tags":[26,21,15],"yoast_head":"\nGlobal brand localisation: the pain points and the solutions | TAMLO<\/title>\n<meta name=\"description\" content=\"If localisation was easy, all brands would be doing it flawlessly, but they're not. 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