Post by habiba123820 on Nov 6, 2024 6:46:49 GMT
Standardization ensures high-quality content and brand consistency across markets. On the other hand, a localization strategy focuses on approaching each market on an individual level. Both are global approaches that can benefit a company, but neither may be the best fit for certain types of businesses. When considering localization versus standardization, the choice depends on the answer to this question: Are you looking to capture the largest possible market share, or are you interested in ensuring high-quality brand consistency in each market you enter? There is no wrong answer. In fact, the best global expansion strategies are often a combination of the two.
Localization vs. Standardization: Comparing the Two
Comparing standardization versus localization is best analyzed by looking at two different types of companies - the massive conglomerate and the small startup.
Company A Using Location
This type of company generally wordpress web design agency encompasses the following elements:
It intends to become a major global force
Have the necessary funds to manage the expansion
Sees growth in target markets as key to ROI
successful.
Typically choose a hyperlocal approach to increase success in a single market
Makes brand governance a later challenge in the process
Harley Davidson is a great example of this type of company. In the United States, much of its marketing material revolves around American culture. However, if you look at the brand in Brazil, you will see that it targets more affluent motorcyclists. The company adapts its strategies to each specific market. While this is challenging to manage, it is possible because Harley has the resources to control it.
B Corp Using Standardization
This type of company generally encompasses the following elements:
Small business startup
Has limited funding
Growth needs to be scalable to ensure consistent revenue across markets
Target slow growth in new markets using existing marketing campaigns
A small app provider looking to expand their mobile game into a new market would be a great example of this. They will likely stay consistent with their marketing strategy and tailor content for new users based on their existing material. They will then leverage user feedback to make improvements specific to that market. Only when that campaign delivers solid performance results will they move on to another one. Regardless of the approach you take, you need to consider whether your product is mature enough to address new markets or whether it requires updates. We can use our own story as an example here. When Bureau Works started, we were a translation agency based in Brazil. When we decided to expand to the US, we realized that many of our Brazilian offerings would not resonate as well here. We discovered that one of our most prominent features in the US became the platform we used to translate. Today, we market a product that does not exist in Brazil because of what we learned from localizing our company. A secondary market became our primary market, and a tool we use to offer services became our primary selling point.
Choosing the Best Path for Your Company
When choosing between localization and standardization, you need to consider the long-term impact. In ten years, would you rather be active in seven markets with a consistent, easily controlled message? Or do you want to have a presence in 100 markets, knowing that you will need adequate resources to handle so many different campaigns? The first strategy (standardization) generates an ROI focused on revenue, and the second (localization) generates an ROI focused on maximum growth. Combining the two strategies that meet your business needs will ultimately result in a satisfactory ROI, delivering revenue and growth. Find out what localization can do for your business.
Localization vs. Standardization: Comparing the Two
Comparing standardization versus localization is best analyzed by looking at two different types of companies - the massive conglomerate and the small startup.
Company A Using Location
This type of company generally wordpress web design agency encompasses the following elements:
It intends to become a major global force
Have the necessary funds to manage the expansion
Sees growth in target markets as key to ROI
successful.
Typically choose a hyperlocal approach to increase success in a single market
Makes brand governance a later challenge in the process
Harley Davidson is a great example of this type of company. In the United States, much of its marketing material revolves around American culture. However, if you look at the brand in Brazil, you will see that it targets more affluent motorcyclists. The company adapts its strategies to each specific market. While this is challenging to manage, it is possible because Harley has the resources to control it.
B Corp Using Standardization
This type of company generally encompasses the following elements:
Small business startup
Has limited funding
Growth needs to be scalable to ensure consistent revenue across markets
Target slow growth in new markets using existing marketing campaigns
A small app provider looking to expand their mobile game into a new market would be a great example of this. They will likely stay consistent with their marketing strategy and tailor content for new users based on their existing material. They will then leverage user feedback to make improvements specific to that market. Only when that campaign delivers solid performance results will they move on to another one. Regardless of the approach you take, you need to consider whether your product is mature enough to address new markets or whether it requires updates. We can use our own story as an example here. When Bureau Works started, we were a translation agency based in Brazil. When we decided to expand to the US, we realized that many of our Brazilian offerings would not resonate as well here. We discovered that one of our most prominent features in the US became the platform we used to translate. Today, we market a product that does not exist in Brazil because of what we learned from localizing our company. A secondary market became our primary market, and a tool we use to offer services became our primary selling point.
Choosing the Best Path for Your Company
When choosing between localization and standardization, you need to consider the long-term impact. In ten years, would you rather be active in seven markets with a consistent, easily controlled message? Or do you want to have a presence in 100 markets, knowing that you will need adequate resources to handle so many different campaigns? The first strategy (standardization) generates an ROI focused on revenue, and the second (localization) generates an ROI focused on maximum growth. Combining the two strategies that meet your business needs will ultimately result in a satisfactory ROI, delivering revenue and growth. Find out what localization can do for your business.