Localize these items
- Currency, pricing anchors, and offers
- Idioms and cultural references
- Compliance and trust claims (region-specific)
Keep these constant
- Core promise
- Differentiators
- Visual identity and tone rules
Workflow
Create one “master” direction in your main language. Then create a localized direction that only overrides phrasing, examples, and regional constraints. This keeps strategy consistent but messaging relevant.