What is standardization?
Standardization is a marketing strategy which seeks to create a universal approach to its product or service, creating uniformity across its marketing materials. This allows for a standard approach no matter the country or market.
There are multiple benefits to a standardized marketing approach. This strategy creates consistency in brand image, enhancing wider brand recognition. And with brand recognition, comes trust and sets an expectation of a product or service which is continually met. This uniformed approach also allows for improved control and management over a product or service, which is evident in recognized brands across the globe such as McDonalds.
A standardized approach works well for both big business and SMEs. While larger organizations are able to utilize the trust and reputation of their well-recognized business to support this approach, SMEs can utilize their limited budget and resources to their advantage with this strategy.
But while a standardized approach can provide many benefits to businesses, it fails to adapt to the ever-changing global market. For example, standardization may undersell a service or product within certain international markets if it hasn’t been translated correctly or tailored to suit that market.
This approach can also lack an individualized touch and attention to detail, something consumers are increasingly looking for in an age of standardization. And with an increased focus on diversity in business, standardization seems an old approach, failing to recognize the vast opportunity presented by localization. While standardization works in some sectors, such as technology, localization proves to be a better option for many.