Global Branding
Global Branding
The challenges that come along with stretching your business into overseas markets are many. First of all, when building a brand for a number of different countries, you need to remember that the histories and especially the cultures for each of those countries are vastly different from each other. What is seen as helpful in one country might be seen as an imposition in another. Similarly, what one culture perceives as being funny, another might think rude.
You need to take that into account when you’re designing everything from your brand elements to your brand communications. Remember that while you have the flexibility to tweak your brand from country to country as you please, the strength and value of a brand comes from its consistency. The more changes you make to it, the more you devalue the brand in the long run.
When designing a strategy for global branding, the first thing you need to focus on – the thing that should be common in all countries – is the main benefit of your product to your customers. Whether they are Chinese, Kenyan, or Italian, what are your consumers going to get from purchasing your product? Here, remember to take into account the relevance of the benefits to the consumer. You don’t just want to harp on the product benefits, but instead look at how those benefits will affect your customers’ lives.
From there, you can move on to determining the features of your product that are the most unique and the most compelling. As a global company, chances are that your competitors will largely be the same in many different countries. So, what sets you apart from them? Why should customers, be they Asian or African or European, choose your company over Company X? That is the second key question you need to take into account in your planning process.
Finally, as your company enters the international market, you should think about positioning yourself as a global leader in your industry. With that kind of messaging, it doesn’t matter where your consumers find themselves; they are going to know that your company is better than the rest.
There is some flexibility in global branding. For instance, you should feel free to use local idioms or customs to communicate your message. You can tailor your message and make it unique for each of the local markets. The important thing, however, is that from Beijing to Nairobi to Lima, the message stays consistent throughout the world.
Global Branding - To learn more about this author, visit Joanna Stewart's Website.
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If you are in the position of being able to expand your business overseas, I’m sure you are celebrating your success thus far and rightly so. But, as your company becomes international, there are a new series of challenges that you need to be aware of, namely when it comes to global branding. How do you make sure the public perception of your company that you’ve worked so hard to cultivate on a local or even national level will both translate and stay strong overseas?
The challenges that come along with stretching your business into overseas markets are many. First of all, when building a brand for a number of different countries, you need to remember that the histories and especially the cultures for each of those countries are vastly different from each other. What is seen as helpful in one country might be seen as an imposition in another. Similarly, what one culture perceives as being funny, another might think rude.
You need to take that into account when you’re designing everything from your brand elements to your brand communications. Remember that while you have the flexibility to tweak your brand from country to country as you please, the strength and value of a brand comes from its consistency. The more changes you make to it, the more you devalue the brand in the long run.
When designing a strategy for global branding, the first thing you need to focus on – the thing that should be common in all countries – is the main benefit of your product to your customers. Whether they are Chinese, Kenyan, or Italian, what are your consumers going to get from purchasing your product? Here, remember to take into account the relevance of the benefits to the consumer. You don’t just want to harp on the product benefits, but instead look at how those benefits will affect your customers’ lives.
From there, you can move on to determining the features of your product that are the most unique and the most compelling. As a global company, chances are that your competitors will largely be the same in many different countries. So, what sets you apart from them? Why should customers, be they Asian or African or European, choose your company over Company X? That is the second key question you need to take into account in your planning process.
Finally, as your company enters the international market, you should think about positioning yourself as a global leader in your industry. With that kind of messaging, it doesn’t matter where your consumers find themselves; they are going to know that your company is better than the rest.
There is some flexibility in global branding. For instance, you should feel free to use local idioms or customs to communicate your message. You can tailor your message and make it unique for each of the local markets. The important thing, however, is that from Beijing to Nairobi to Lima, the message stays consistent throughout the world.
Global Branding - To learn more about this author, visit Joanna Stewart's Website.
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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