Do you want to create a global brand?
Do you have an export plan? Does this involve capitalizing on your brands? Why not make it global? But of course, you need to have a strategy on how to do this. Here are several aspects to think of.
Position yourself properly
Good brand positioning includes truly understanding your competition and then looking at your competitive advantage. Who are the providers of similar products and services that you sell in this country? They may not be the same providers as in the U.S.
For example, if you sell athletic clothing, look at where people are buying their athletic clothing. It could be from specialty stores, online retailers, or sporting goods stores. If you have a high-end brand and you’re going into a market where the preferred buying location is discount retailers, it may take a different strategy from the one you use in the U.S.
Maintain consistency
Though brand campaigns may need to change in some places to suit the needs of a new target audience, consistency is still crucial in a global campaign. Though the types of products and service you offer may vary, your brand promise needs to stay strong, wherever you go. A consistent commitment to your values shows integrity that makes your brand valuable anywhere in the world.
Foster positive relationships
As you add new segments to your target audience, you’ll need to make sure that the connections you build are robust, intimate and focused. A positive reputation across geographical boundaries helps your brand to grow not just as a provider of a specific solution, but as a global thought-leader for your industry. Think about the kind of identity you want to create, and how you can use that presence to power your relationship-building strategies.
Know how your brand translates
A clever brand or product name in one language may translate into an embarrassing misstep in another. For example, the French cheese brand Kiri changed its name to Kibi in Iran because the former name means “rotten” or “rank” in Farsi — not exactly the association you want for cheese.
In addition to ensuring that your brand translates well into other languages, consider which colors are favored in various markets. In the U.S., blues and greens are favored, while reds and yellows are frequently used in some Latin American countries and may be appealing and familiar to audience members from those areas
The benefits of global branding:
The most obvious advantage of a global branding strategy is that it will allow you to reach people almost anywhere in the world. The more you expand your brand reach, the more potential customers you bring into your community. Even the smallest company can achieve additional sales through the right global campaign. You can:
- Outshine your competitors by demonstrating your willingness to serve a variety of customers.
- Build global relationships with both customers and potential partners that may help your business grow.
- Develop your reputation in multiple spaces as a thought-leader and industry expert.
- Give yourself opportunities to grow with new products and services.
If you’re ready to take your brand to the worldwide audience, make sure that it’s ready to go from all angles.
