Do you speak to your customer or to the masses? If you do business worldwide, glocalize your brand to meet local needs and wants.
Would you like to expand your business beyond borders? Today’s global connectivity opens the door to venture into untapped markets. But opportunities and challenges always go hand in hand.
Doing business in other countries entails becoming relevant to your target customers. They don’t care about how many countries you sell to. What they want to know is whether you can meet their local needs.
That’s why more and more companies are turning to glocalization. In this blog post, we delve into what this concept means, the challenges it poses, the role of Language Service Providers (LSPs) in overcoming these hurdles, and the benefits it brings to companies.
Understanding glocalization
Glocalization is a portmanteau of “globalization” and “localization.”
Believe it or not, this term has been around for more than 40 years. It dates back to 1980 and was coined in the Harvard Business Review by sociologist Roland Robertson. He then described it as:
The simultaneity -the co-presence- of both universalizing and particularizing tendencies.
In other words, it’s the process of adapting your global product or service to fit the laws, customs and preferences of your target local market. Without losing your consistent, recognizable brand identity.
Examples of glocalization
More and more companies put in place glocalization strategies when entering new markets. Here are some examples from brands we all know:
- McDonald’s
McDonald’s has grown year over year worldwide. It currently has over 40,000 restaurants across 119 countries.
With almost 70 million customers from different countries, the fast-food restaurant chain has tailored its menu for each target market.
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- In Israel, they serve kosher Big Macs without cheese.
- In India, the menu respects Hindu dietary restrictions on beef, and features chicken, lamb and vegetarian options instead.
- In Australia, they serve premium coffee to cater to the local coffee culture.
And they go one step further to ensure customers feel comfortable with their brand. In Europe, they replaced their red background with green. This change in their visual image shows they are aligned with the region’s commitment to sustainability.
- Coca Cola.
Coca Cola has done a great job at conceiving marketing campaigns that would strike a chord with its target audience in different countries.
That was the case in the Philippines. Back in 1955, Coca Cola released a 21-minute ad displaying Filipino dances and festivals. The “Pearl of the Orient” campaign succeeded in making locals embrace a global product as part of their culture.
- Whirlpool.
The appliance manufacturer identified a recurring issue Indian consumers faced. Their five-foot-long saris used to get tangled in washing machines. So, together with a local partner, they developed a washing machine with specially designed agitators.
And here’s another example. Whirlpool realized that Asian customers often display the fridge in the lounge as a symbol of wealth. This led to the launch of vibrant colours such as red and blue to turn the appliance into an eye-catching centerpiece.
Challenges of glocalization
While glocalization offers great potential for market expansion, it also comes with challenges:
- Language barriers.
When it comes to going global, language barriers are a major roadblock. You have to address customers in their language to gain their trust and build solid relationships.
- Cultural sensitivity.
Understanding cultural nuances is a must to avoid offending or pushing away potential customers. By learning about their customs, you are showing you respect their way of life and want to connect with them on a deeper level.
Now, the danger lies in crossing the line into cultural appropriation. This happens when you take bits and pieces of a culture out of context or use them inappropriately. Which leads to perpetuating stereotypes or hurting the community you borrowed the elements from.
- Legal and regulatory compliance.
When it comes to branding and going global, each country has its own set of rules. One wrong move, and you could find yourself in a world of trouble.
You have to stay up to date with all the legal requirements in each country you want to operate in.
The role of language service providers (LSPs) and glocalization
LSPs help you go glocal by providing:
- Multilingual expertise.
LSPs appoint native translators who have a deep understanding of local cultures. You can trust them to deliver top-notch translations that are spot-on and culturally sensitive.
Your message will be received loud and clear, no matter where your audience is.
- Localization services.
Translating your marketing materials is just the start of your glocalization process. But the crux of the matter is to make sure they are relevant to your target customer.
LSPs tailor your website and content to resonate with local audience. That’s the way to go if you’d like to increase your engagement and conversion rates.
- Compliance support.
From data protection and privacy laws to labeling requirements and advertising restrictions, LSPs have your back.
They make sure your content and marketing materials are compliant with local laws. With their support, you can confidently enter new markets, knowing that you’re playing by the rules.
Benefits of glocalization
Glocalization enhances your global presence and success:
- Boosting customer satisfaction.
The secret to winning over your customers is speaking their language. Understanding their cultural quirks and preferences helps you bond with them.
Imagine you walk into a foreign store, and the staff greets you in your mother tongue. They know exactly what you need and recommend products suited to your likes.
That’s the magic of understanding cultural nuances. If you tap into this power, you’ll leave customers raving about your brand.
- Expanding into new markets.
Glocalization opens doors to other markets and helps you gain a competitive edge. By tailoring products and strategies to fit local preferences, you’ll speak to your customer’s heart and stand out.
- Boosting your brand reputation.
By investing in glocalization, you show that you care about meeting the unique needs of each market.
Customers see you as trustworthy, reliable, and respectful of their culture. It’s a ripple effect – as you win over local customers, your positive image spreads far and wide.
- Increasing your ROI.
Glocalization helps you expand your customer base. The result? A community of loyal consumers, fueling your company’s international growth.
Now, with each satisfied customer from different regions and their repeat business, your revenue will increase. Think of a positive domino effect: the more customers you win over, the more your profit multiplies.
Ready to glocalize?
Creating a universal brand with a personalized touch for each market requires strategic planning.
Let us help you launch your business venture in that new market you have in mind. Find out more about how our services contribute to your glocalization process here.
