Does it mean you build a website, then make it globally accessible, complete with translations? Or that you’ll ship your products anywhere?
Building a global brand requires more than just launching a web site that’s accessible from almost anywhere in the world. Here, we will share several aspects to think of before creating a global brand.
This first one might be the most important one. Consumers preferences and habits can depend on many factors especially the culture from which they hail. But there are always some differentiating factors that highlight individualism and oppose the generalised rules. Due to this scenario, one needs to understand consumer behaviour as a group and as individual decision makers to be able to accurately decipher consumer trends for a specific business.
Doing business in a different country means you will face a different set of customary practices and languages. On top of that, we are living in the age of personalization, meaning consumers expect brands to adjust to these things.
Learn as much as possible about the market and country you are working in. Then, ensure your approach is customized to the region, language and culture.
Understanding the competitive landscape and broader market dynamics will help you identify your competitive advantage and better target your branding efforts. But it can also uncover unlikely allies. It is natural to think of others in your market as competition, but they may be part of the solution to a broader challenge if market conditions or customer preferences change – and they will.
Having local partners can help you forge new business relationships, uncover distribution channels, and expand your market more easily than trying to conduct business from another country. With good local partners by your side, you’ve already made inroads into the business community, and have better insight into the customs and needs of the target market. Seek partners from among your current network or use your business contacts to find someone who can help. The more you have a team of respected local partners by your side, the better your global launch will be. They can help you avoid the missteps and take advantage of opportunities you may not be able to see on your own.
You have to be crystal clear about who your brand is and what differentiates it from others in the category. That means having strong, clear brand guidelines across all aspects of your business, from the fonts and colours you use in your marketing materials to the messaging about your products. Decide what is changeable and what is non-negotiable, because partners in other countries may want to tweak your messaging.
When you go about building an international brand, it becomes so much more than your product or service. It extends to the experience as a whole. Find a level of consistency and control in every consumer touchpoint. People will not only recognize your brand worldwide, but also become lifelong customers.