How to localise your marketing (without a massive budget)

Localisation is when a brand tailors its marketing, messaging, and products to fit different regions and cultures.

It’s about making sure your brand feels natural, relevant, and familiar to people in different places. Think of it like adjusting your outfit for different events: what works for a beach party probably won’t necessarily fly at a business meeting.

Localisation is also the key to marketing cut-through. In an era where marketers are expected to do more with less, it’s tempting to take the most efficient route—rolling out creative straight from head office and calling it a day. But a one-size-fits-all approach can end up feeling generic, out of touch, or, worse, completely off the mark.

Localisation isn’t just about translating words; it’s about translating intent, emotion, and context. When brands fail to localise properly, they risk being ignored—or worse, ridiculed.

So, let’s look at some examples of brands that missed the mark when it came to localisation.

• Pepsi’s resurrection mishap. In an attempt to launch in China, Pepsi’s slogan “Pepsi Brings You Back to Life” was reportedly mistranslated as “Pepsi Brings Your Ancestors Back from the Dead.” A bold marketing claim—just not the one they intended.

• Ford’s Pinto name fail. When Ford introduced the Pinto in Brazil, they overlooked the fact that “Pinto” is local slang for male genitalia. Unsurprisingly, sales were…underwhelming. The company had to rename the car to the Corcel to avoid further embarrassment.

• KFC’s Finger-Lickin’ disaster. KFC’s globally recognised slogan “Finger Lickin’ Good” was initially translated in China as “Eat Your Fingers Off.” Not exactly the message they were going for.

While some brands have clearly fumbled, others have nailed the balance between global branding and local adaptation.

• Netflix’s localisation strategy goes beyond subtitles. They invest in original local productions that dominate regional markets while also seeing global success. Squid Game (South Korea) and Money Heist (Spain) became worldwide cultural phenomena.

• McDonald’s keeps branding consistent while tweaking its menu to reflect local tastes. From McSpaghetti in the Philippines to the McPaneer in India, they ensure their offerings feel relevant to local audiences without diluting their global identity.

• Nike blends global brand storytelling with localised content. The brand collaborates with athletes and influencers who resonate in their specific markets. This ensures campaigns feel authentic rather than imposed from afar.

These brands understand that localisation doesn’t mean compromising on brand identity, but enhancing it, by making it more relevant.

You don’t have to completely reinvent the wheel for every market for localisation to work. You also don’t have to be a big brand with deep pockets.

If you’re a smaller brand without a bottomless budget, you can still nail localisation without breaking the bank. Here’s how:

• Start with social media. Platforms like TikTok and Instagram thrive on local trends. Engage with regional audiences by using local slang, memes, and cultural references in your content.

• Lean on micro-influencers. Micro-influencers have stronger connections with their local audiences and can help you build credibility.

• Crowdsource insights. Your customers know their culture better than you do. Engage with them through polls, Q&As, and community-driven content to understand what resonates.

• DIY localisation. Tools like Google Trends, Reddit, and even Twitter search can give you insights into what’s culturally relevant in a particular market.

• Prioritise high-impact markets. Instead of trying to localise everywhere at once, focus on key regions where you see the most potential growth.

When brands take the time to localise, they go from being just another player to a brand that truly understands its audience. In a world where consumers crave authenticity, localisation isn’t just a nice-to-have—it’s a necessity.

-Sophie, Writer