Localisation is vital to the success of your brand. If you are expanding into markets abroad it cannot be emphasised how important it is to have a full understanding that it is not just about translating your website, but also localising every detail and piece of information within your website to correspond with your target market.
Many customers are unaware of the difference between localising content and not, it is simple – translation and localisation go hand in hand. After all, if your content isn’t localised then it will not reach your target audience!
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- What does localisation involve?
In order to have a successful localisation strategy there are several things that you need to consider when embarking on a localisation project:
- – Ethnicity
- – Local customs and conventions
- – Social taboos
- – Adapting packaging and products to the market
- – Telephone number format and address layout
- – Taxes and custom duties
- – Colour symbolism
- – Text orientation
- – Currencies (symbols)
- – Formatting numbers, dates, times
- – Political sensitivity
- – Privacy laws
- – Religion
- – Local holidays
- – Socioeconomic status
- – Metric system/imperial system
- – Internet censorship
- – Images and what they represent
When bringing the fast-food chain to other countries, it became apparent that not every country has the same perception of the offerings in McDonald’s as the Americans do. In order to be successful in other countries, McDonald’s has successfully adapted it’s menus to fit in with local culture, offering products to fit in with local customs and traditions and adapting names accordingly.
McArabia Grilled Kofta
Black & White Burgers
Pao de Queijo a traditional breakfast cheese bread
McDonald’s burgers are made from mutton not beef or pork in India in line with local diet tradition.
Mattel, the toy manufacturing giant is another example of a company which has adapted its product to fit in with its local market. Several countries now have their own Barbie doll:
Adapting ones product is vital to commercial success and the same goes for websites.