Which table fit your localization strategy?
Spend time and choose wisely.
From the bottom of my heart mind
Fresh stories from a Spanish Copywriter.
Since I moved into my apartment a year ago, I had been missing a big table. I had a small one where up to two people could easily eat and watch TV, but I couldn’t host more friends.
There were three key considerations:
I didn’t want to sacrifice a lot of space in my living room for a table that would only be used occasionally.
I needed something that could fit one person (me) but also accommodate up to 6–8 people if needed.
I wanted something beautiful.
I ended up buying this one, and yes—I’m very happy with it!
Perfect for one, and with the additional pieces I have, I can extend it to host more people.
Your brand might be like my place: sometimes (let’s say, in one market), you need to meet certain needs, while in other situations, different things are required.
And that’s totally okay. Let’s look at some (real) examples:
For a travel brand, in Spain, you might include a larger Honeymoon section since the law grants two free weeks for travel after a wedding. This isn’t the case in other countries.
On the pricing page, some countries need more explanation than others. I noticed this while working with LATAM audiences, where high inflation affects some markets significantly.
While ads in the U.S. tend to be more direct and aggressive, other cultures require a more careful approach.
Same brand, different country, different culture, different needs.
That’s why translation alone doesn’t work. Don’t be afraid to create a completely different proposal (I mean different, not just a slight variation) for each market.
And take your time planning. It’s not as simple as saying, “We’re growing, Spain has potential—let’s go for it.” It took me a year to choose the right table, so imagine how much thought a full expansion strategy requires.
This way, you can adapt to as many markets as you want—while keeping everything looking great.
Just like my table.
Outside the desk
Where the magic really happens.
🛫 Back into travel mode! Tomorrow, I’m heading to Bilbao (northern Spain) for a week in the Basque Country.
🏐 New week, new sport: beach volleyball! Three hours of fun, some soreness the next day—but I’ll definitely do it again.
📚 I finally finished The Way of Kings, the first book in The Stormlight Archive by Brandon Sanderson. Taking a short break before diving into the next one.
Make it global, baby
If you want to work with me, this is the way.
🚀 Want to take your brand to the next Spanish level? Hit the “reply” bottom and let’s talk.
📬 Want to appear in one of the next issues? Let’s see how we can work it out.
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All the best for the rest of your week,
💙 Ricky from Textonality.com 💙