Localization: Never underestimate its challenges

Never underestimate the power of excellent localization.

Even within the seemingly same culture, there are lots of micro-cultures and even more regional cultures.

Culture shows itself most obviously in… language.

To be a bit more precise: The use of specific words or terms.

Let’s have a look at this chart showing in which U.S. states which term for a soft drink like a refreshing lemonade would be considered ‘normal’:

localization in brand communication - it is not only needed cross borders - an inspiration by OVERW8, digital agency adding more brand and customer value to your companies' success
[Source: Huffington Post / Alan McConchie]
The faster, the more powerful your brand communication is aimed to be the more careful one should choose THE right word that immediately connects with your audience.

Within an instant, your target group should feel that you know their world and their needs. Using THEIR language is a potent symbol that creates that perception subtly, yet effective.

When was the last time that you felt the language of a certain brand felt weird?

Where could you locate invisible borders within your market?

How can you show your target group that you know about their specialities?


Kristin Reinbach

As the owner of agency „OVERW8“ and building on more than 20 years experience in marketing, Kristin is consistently thinking along the terms of ‚customer value‘, ‚brand value‘ as well as business models. Consistently meaning when she’s out for dinner, sitting in a cosy ski hut as well as having a sundowner wine at a vineyard. Like this, it’s simple logic that her primary job now is to support entrepreneurs and entrepreneurial teams with this know-how to create more brand value, more customer value and thus more company value. She’s sharing some of these nuggets here on OVERW8’s blog.

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