Lost in translation? Not if you localize your brand like a pro

In our previous article, we explored the concept of brand stretching and the challenges it brings. But what happens when a brand aims to stretch not just across categories but across markets? What are the rules that can make—or break—a brand entering unfamiliar territory?

According to PR Newswire, 85% of companies include localization in their growth strategies, yet 97% report facing challenges such as product issues, delays, increased costs, and errors.

So, how can brands avoid these pitfalls and ensure localization runs smoothly—not just logistically, but strategically? Because while your product might be the undisputed category leader at home, in a new market, it could be just another rookie on the shelf.

Let’s dive into the key challenges of localization—and how to overcome them to win over new markets with confidence.

Global vision, local relevance

One of the biggest myths in branding is that a strong global identity is enough. Many brands assume consistent logos and messaging will carry them anywhere—but real success lies in balancing global consistency with local relevance.

Localization doesn’t mean reinventing your brand—it means adapting it to fit local tastes, values, and habits. It’s about making your brand feel native, not just translated.

McDonald’s in India is a great example—no beef burgers, but the McAloo Tikki fits local diets and tastes. Same brand, different flavor.

Pepsi’s mistranslation in China - “brings your ancestors back from the grave”—shows how missing cultural nuance can backfire. Language matters.

On the other hand, Netflix nails localization with region-specific memes, taglines, and content. Airbnb’s Japan campaign leaned into Omotenashi (a Japanese expression that roughly describes concepts of hospitality as well as mindfulness), highlighting hospitality through local hosts and imagery.

Coca-Cola’s Share a Coke tailored its labels: first names in the U.S., “Mate” in the UK, relationship roles in China. One idea, multiple localized versions.

Even Burger King had to adapt—rebranding as Hungry Jack’s in Australia due to trademark issues. A practical shift that became a beloved local brand.

The brands that thrive across borders? They don’t just show up looking familiar—they feel authentic. And that authenticity builds trust, loyalty, and ultimately, conversion.

More than translation: Speak their language (culturally)

Localization isn’t just about translating words—it’s about translating meaning. That means tuning into tone, humor, values, and communication norms that differ widely from country to country. What feels clever in one culture might fall flat—or even offend—in another.

Take humor: Old Spice’s surreal ads work in the U.S., but in Latin America, the brand shifted to messaging around charm and confidence—better aligned with local values. Or tone: while Slack leans playful in the U.S., its German copy is more direct and formal to match business norms there.

Apple’s Lunar New Year campaigns in China are another great example—deeply emotional and family-focused, reflecting cultural priorities while staying true to the brand.

Even colors and calls to action matter. White may symbolize purity in the West but mourning in parts of Asia. And a bold “Buy now” CTA might work in the U.S., while in Japan, a softer “Learn more” feels more respectful.

That’s why culturally fluent messaging—created or vetted by native experts—is essential. Brands that succeed don’t just speak the language—they speak the culture. And that’s what makes them feel truly local and deeply relevant.

Do the Research: Know the market and the shoppers

Before launching any localization effort, you need to understand who you’re adapting for—and who you’re up against. This is where thorough market research becomes essential. Gaining insights into local competitors, shopper behavior, and the mental shortcuts consumers use when making decisions is crucial. In your new market, what drives the category: price, trust, visual cues, sustainability—or something entirely different?

Fast, scalable, and cost-efficient behavioral research methods like Eye Tracking, Emotion Recognition, and RTM (reaction time measurement) enhanced surveys conducted in virtual shopping environments can reveal what truly influences purchase decisions. These tools can show where shoppers mentally position your product in relation to competitors and which claims, or pack elements actually drive conversion.

Behavioral research is often underestimated, yet in cases like this, it's indispensable. Just because something performs well in one market doesn’t mean it will resonate in another—assumptions are the quickest path to missed opportunities.

Virtual shopping environments add another layer of value by providing behavioral, shopper-specific KPIs—such as sales uplift, share of shoppers, value share, and more. And thanks to monadic testing designs with large sample sizes (typically 300 to 1,000 respondents per cell), the results are benchmarkable—against your own product portfolio, competitor performance, and industry standards from extensive databases.

Consistency without compromise

As your brand localizes, it’s tempting to adapt everything—but consistency is still key. Your brand should feel familiar, whether someone encounters it in Tokyo, Berlin, or New York. That’s where strong brand guidelines come in: they give local teams the freedom to adapt within clear parameters. Design systems, visual identity toolkits, and centralized brand platforms ensure that while language and context may vary, the essence of the brand remains intact. Done well, localization enhances your brand—it doesn’t dilute it.

In conclusion: Localize with insight, lead with confidence

Successful localization isn’t just about adjusting your product for a new audience—it’s about making informed, strategic choices rooted in deep understanding. When brands pair a global vision with local insights, supported by behavioral research and clear guidelines, they position themselves not just to enter new markets—but to thrive in them.

The key takeaway? Localization is no longer optional—it’s a growth driver. But only when done thoughtfully, with context, culture, and consumer behavior at the core. Lead with insight, adapt with care, and your brand won’t just fit in—it’ll stand out.

Eager for more on brand localization? Read: Shaping pack design with AI Insights: Kellanova’s case study.