Brand localisation: beyond translation

Organise information around customer questions

Localisation starts with understanding how customers describe their needs, compare options and assess credibility. Translation changes the language, but it does not necessarily change how information is organised.

Check whether your product introduction answers the questions customers care about most. Expressions that are familiar within your business may not be immediately clear to consumers in a new market.

Keep product information clear and consistent

Product names, specifications, units of measurement, instructions and images should work together. Present important facts accurately, and avoid allowing promotional language to obscure details customers need.

Content length and format can vary across channels, but product facts and service commitments should remain consistent. A reusable set of core product information helps reduce inconsistencies.

Include the service experience

Customers form their view of a brand through enquiry responses, post-purchase communications and issue resolution as well as advertising. Check that your messaging reflects the service you can actually deliver.

Document common customer questions, approved response information and situations that require escalation. This helps maintain clear, consistent communication across customer touchpoints.

Refine messaging through feedback

Customer enquiries, content engagement and operational feedback can all inform localisation. Look for information that is frequently misunderstood and questions that remain unanswered.

Retain key facts when revising your messaging, and assess how different content helps customers understand the product. The aim is to improve relevance and clarity, rather than simply add popular phrases or decoration.

Before you act: a checklist

• Does the content address customers' main questions first?
• Are specifications, measurements and instructions clear?
• Are product facts consistent across channels?
• Do promotional commitments match the service you can deliver?
• Have you identified recurring questions in customer feedback?