Why you need an international brand
Expanding and entering new markets is a natural stage in a company’s development. Eventually, the company becomes an international brand that needs to remain recognisable and influential in different countries. In this case, the key is to create a marketing strategy that supports a consistent image of the company in all markets.
International branding aims to use consistent marketing materials and packaging design in different countries. At the same time, the strategy should take into account the cultural specifics of each market.
Branding issues
The main benefit of using a consistent tactic is the creation of a brand identity. This approach simplifies the promotional process and provides a common direction for positioning. Identity, in turn, helps:
- make the company globally recognisable;
- reduce marketing costs;
- demonstrate the qualities of the company and product to a broader range of consumers;
- outline a consistent strategy across all channels.
Particular attention is paid to the logo in international positioning. It should be consistent across all countries and reflect the company’s values.
Approach advantages
There are a number of problems with implementing the strategy. One is the impossibility of implementing a culturally neutral brand. You should be aware that the company and its products are perceived differently in each country. In addition, the following factors can hinder the success of international positioning:
- cultural differences;
- consumer expectations of the product;
- the level of technological sophistication.
Problems can also arise when translating slogans and company names into other languages. Sometimes, phrases and expressions lose their meaning or sound unnatural after translation.
Adapting promotional material and packaging design can also be a problem. They need to meet the user expectations of a particular market. To do this, it is vital to understand the specifics of the target audience and cultural norms. At the same time, it is necessary to maintain a consistent image, which is part of the international brand concept.
Strategy development
Considering all of the above, strategy development begins with a target market study. Understanding how local consumers perceive images and messages is important to avoid misinterpretation. For example, localisation may require a change in corporate identity or correction of visual elements.
Another part of the analysis is to identify the most effective distribution channels. These may be different in each country. Studying competitors’ experiences can help avoid standard product and brand adaptation pitfalls.
During localisation, the brand should remain recognisable and consistent. Some elements may change, but the basic concept should be the same for all countries.
