It’s a challenge every scaling SaaS company faces: How do we stay true to our brand while resonating in new markets?
Last week, I had the privilege of leading five roundtables at Monterro’s Nordic Software Summit in Stockholm. The topic? Brand localization on an international scale.
It’s a challenge every scaling SaaS company faces: How do we stay true to our brand while resonating in new markets?
Spoiler: It’s not about just translating your tagline into Finnish.
Why localization is more than translation
When expanding globally, most companies default to one of two extremes:
- Over-localize until the brand feels like a fragmented patchwork
- Or stick to one-size-fits-all messaging that tanks with local buyers
The winning formula is somewhere in between.
You need guardrails and freedom:
- Non-negotiables: Define what never changes – your brand promise, core narrative, and design system.
- Controlled flexibility: Adapt tone, imagery, and cultural references while staying on-brand.
Think of it like a playlist. Your brand sets the genre and vibe. Local teams get to choose the tracks – just not death metal on a lo-fi jazz list.
Why this matters (especially) in B2B
Here’s what we told every table: Brand is more critical in B2B than B2C.
In the B2C world? You buy the wrong shampoo brand, next time you pick something different. No harm done.
In B2B? Buy the wrong ERP system and someone’s job is on the line.
That’s why buyers don’t just evaluate features. They look for trust signals. And that’s where your brand comes in.
In B2B, brand is risk mitigation. A well-known, well-positioned brand says: “We’ve got you.” That’s why “Nobody ever got fired for buying IBM” is still a thing.
It’s not vanity. It’s protection.
Sköna’s perspective
At Sköna, we’ve helped 150+ B2B tech brands – from Snowflake to Funnel to Cloudflare – scale internationally without losing their soul.
What we bring to the table:
- Brand strategy: Brand blueprints, narrative frameworks, and brand architecture
- Brand expression: Scalable design systems, tone of voice, visual identity
- Activation: Campaigns, GTM assets, and demand-gen support
We act as an extension of in-house teams—especially for Nordic companies going global—bringing Silicon Valley expertise with a Nordic edge.
The takeaway: localization is strategic
Localization isn’t about tweaking a few headlines. It’s about setting clear brand standards, building flexibility into your system, and giving regional teams the tools to execute—without going rogue.
That’s how you expand into new markets without reinventing the brand every time.
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