Julianna Carlson-van Kleef , Marketing Content Creator, LanguageWire || Reading Time: 5 minutes
Rebranding is a milestone moment.
It’s your chance to refresh your brand, refine your voice, and reintroduce your business to the world.
But if your business operates in multiple markets, it’s also a multilingual minefield.
Localising that rebrand—at scale, on deadline, and with quality intact—is where most teams stumble. Disconnected tools, copy-paste chaos, and inconsistent translations turn what should be a high-impact launch into a high-stress scramble.
It doesn’t have to be this way.
When you plan ahead for localisation, you can launch faster, reduce risks, and create a consistent brand experience everywhere you operate.
Let’s look at why the "do-it-yourself" approach to website localisation often backfires—and how leading companies are simplifying complexity for smoother global rollouts.
When global marketing teams handle localisation internally, small cracks quickly turn into real risks:
Brain strain from manual processes
Copy-pasting between systems creates chaos. It’s time-consuming, error-prone, and adds yet another layer of admin for teams already stretched thin. Important details slip through the cracks—and so does consistency.
Overloading internal teams
Bilingual employees get pulled into translation reviews, even though they’re not trained linguists or marketers. The result?
Fragmented vendor networks create a fragmented brand voice
Juggling multiple agencies means juggling multiple workflows—and the cracks quickly widen. Every new vendor brings different processes, quality standards, and interpretations of your brand, making it harder to maintain control.
Without a shared translation memory or termbase in place, it’s even harder to stay consistent. Some translations sound sharp and on-brand; others feel clunky or improvised. Global audiences end up experiencing a fragmented version of your brand, undermining the trust and connection you’ve worked hard to build.
These challenges don’t just slow teams down. They create an inconsistent customer experience, weaken brand trust, and delay market launches—costing you opportunities that competitors are ready to take.
But when localisation is done well, the benefits go far beyond translation accuracy. You accelerate time to market, strengthen brand consistency, drive greater operational efficiency, boost global SEO, and build deeper customer trust and loyalty. The result? You don't just avoid risks—you create new opportunities for sustainable global growth.
Need inspiration for a better way?
If you're planning a global rebrand or market expansion, it's worth learning from businesses that have already overcome these hurdles.
Let’s take a look at how Boplan simplified complexity and quickly launched a fully localised website—without the usual headaches.
Boplan, a global leader in industrial safety, needed a different approach.
They were in the middle of a major rebrand and needed to:
Their existing method—using DeepL and in-house reviews—just couldn’t deliver the speed, accuracy, or consistency required.
Boplan chose LanguageWire to overhaul their localisation process. The reason was simple:
“We started looking for an agency that could help us not only in translating, but also in the technical solution, because we didn’t want to copy-paste all the texts into our website. We needed a solution that could import texts or copy automatically, or in a convenient way. And that’s how we ended up with LanguageWire.”
With LanguageWire, Boplan gained:
Most importantly, they gained a scalable, sustainable process that empowered their team to deliver more, faster, and with higher quality.
Today, Boplan creates more content, in more languages, with less effort—and every market gets a clear, consistent brand experience.
Read the full Boplan case study
Whether you’re planning a global rebrand, launching new products, or just tired of fragmented translation workflows, Boplan’s story shows that it’s possible to streamline and scale—without compromising quality.
Ready to simplify your localisation process?
Book a demo or chat with us today.
Rebranding is hard. Localising it doesn’t have to be.
Let’s simplify complexity—together.
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