If you are thinking about capturing global markets then creating a culturally appropriate brand is not enough. When it comes to creating a global brand image, consistency is the key. Inconsistent brands have a hard time gaining the trust of their audiences and scaling their business globally. Consistency is also one of the major factors that drives brand loyalty.
Whether it is about building a strong brand identity or maximizing your sales in a foreign marketplace, it’s all directly linked to your user brand experience. Brands must focus on their UX design to maintain a steady and definitive identity in the global markets. Maintaining your brand consistency not just enhances your brand’s credibility in a foreign marketplace but also helps you to effectively convey your brand message to the masses. Read this article carefully to figure out the best practices that can help you maintain your brand consistency globally.
Key Points You Must Consider to Achieve Global Brand Consistency
Keep It Localized
To make your products and services more accessible to your target audiences, you must embrace localization. Thinking beyond translations, you must adapt all elements of your brand to resonate with local cultures and preferences. The idea behind creating localized content is to make your target customers feel that you care about their needs.
To convey your brand message consistently to all the regions you are targeting, you must have a good understanding of the market intricacies and consumer behavior. Localization helps you get more customers because it is an established fact now that 65% of online customers prefer to buy from brands that speak local languages. So, if you want to create loyal customers by keeping your brand relevant, consistent localization is a must.
Have A Clear Vision
Globalization can get in the way of your consistency if your brand vision is not well-defined. To achieve your global brand expansion goals, you must start with having a clear brand vision in your mind. Make sure that you have clearly articulated your vision to all stakeholders so they know what the brand is trying to achieve. Once all your stakeholders, from executives and marketers to designers and suppliers, get a clear understanding of the brand vision, they will be less likely to choose to focus on things.
It would be even better if you wrote down the vision and mission statement for your brand. Doing this would help you brainstorm how your brand is relevant to the target markets.
Use A Localization Management Platform
To make your translation and localization journey hassle-free and agile, you must get your hands on an advanced translation project management platform. Using a professional localization management platform would streamline your translation workflow and simplify everyday localization operations. These systems are designed to enable the brand to have a more automated approach toward localization processes. It would save you time and effort, reducing the complexity of localization operations. A professional translation project management platform also brings more consistency to your brand by enhancing project transparency. Let’s take the example of translations; TMS tools have built-in glossary management features that allow translators to generate consistent translations across all markets.
Hire Native Translators and LSPs
Entering a new marketplace is quite challenging for your brand, especially when you are not well aware of its culture and social values. To be on the safe side, it is always a great idea to hire local translators and language service providers. So, you don’t have to give them extra instructions about creating culturally appropriate content.
Local translations and LSPs very well understand the local customers and traditions, which makes them the best choice for generating your global brand translations. It is important to assemble a team of qualified and experienced translators and LPSs to ensure that your message is being conveyed to target customers with precision and consistency.
Focus on Your Brand Strategy and Tools
When it comes to maintaining a global brand, consistency all boils down to your global strategy. To create a robust brand strategy, you have to invest your time and resources in gathering market data. Detailed market research is a major factor that would help you design an effective strategy. When you have a global brand strategy in place, you can keep all your brand activity relevant to its true identity. Similarly, it is also important to have the right tools in place for the successful execution of your localization plan. You should buy from the top localization management platforms to smoothly manage your everyday localization tasks.