Brand Image Localization: The key to attracting the right customers

Consistency is vital when it comes to brand image localization. Why? It’s simple: customers are attracted to brands that are built to last and stand out from the crowd. Ambiguity has no place here and trying to blend in with the competition is a recipe for failure. Uncertain branding—for example a company that keeps changing its logo or brand colors—is the fastest way to lose customers. A rock-solid brand name is why a footwear brand can sell hundred-dollar shoes for thousands, and why some smartphones comfortably retail for vastly higher prices than others.

A strong brand image is your company’s passport to longevity: this is your connection to your brand. A brand image is more than just an image. It represents the sum total of the emotions and sentiment your brand evokes in your customers and the wider general public. A brand image allows your business to grow a life and personality of its own. What impressions does your brand conjure up? Cheap? Luxurious? Reliable? The most popular smartphone brands in the world are associated with class, luxury and sophistication, allowing them to charge a premium and maintain their personality regardless of who is at the helm.

The first step to creating a brand image that attracts the right customers is a laser focus on the audience you hope to attract. If your brand is targeted at a young demographic, everything about your brand should appeal to that audience. This is one example of brand image localization. The culture and language of the target market are also vital considerations: you need to ensure that your brand image matches the expectations of the customers you hope to attract. A brand image which is successful in one part of the world may not work in another and will need to be adapted. This, again, is localization.

Ultimately, creating a brand image that will attract the right customers is an artful blend of knowing your customers from the outset, studying and localizing your branding to suit them, and delivering on the promises you make. Think beyond the product—ask yourself what experience you want your customers to have as a result of using your goods or service. For example, diaper companies are not merely selling diapers, they are keeping babies happy and comfortable. Energy drink brands are selling a source of limitless energy and vitality. Make sure you build a brand image that sells the experience you are offering.

At Janus, we have some of the best brand image localization experts in the business. They can help you truly understand your audience and build an image that successfully conveys your core values in a way that will resonate with the local culture. Let us help you give your brand the flair it needs.