Building a global brand can be seem so ambiguous and you may be wondering how to get your brand to work globally or create a beautiful impression in the heart of people.
There are few things you should consider while taking a brand global. Some brands have made some errors in the past which affected their global reach. For example who could have believed that Toyota could be more popular than Ford even when Ford started earlier as Far back as 1913 and despite the fact that Ford was a large company from onset? Do you know why? Toyota had its imprint on every Vehicle she produced while Ford has Ford on some Vehicle, Volvo on some, Aston Martin on some, and Land Rover on some.
In this article I’ll explore some tips to help you build a global brand.
- Set a correct vision from the start: It is ideal to have correct vision for your brand from the starting point, you should define where you want to be in five years, ten years and beyond. This should include your intentions for what geographical regions you will serve. Oftentimes, your ideal customers aren’t concentrated in your home country; instead, they’re across the globe. Know this going in, and you can start out building your branding strategy around that aspiration. You can, of course, expand into places as opportunities arise; however, it will be helpful to you if you build a brand that is flexible enough to assimilate to various cultures before you offend or lose your message on any group.
- Choose a brand name that represents your product well: It is of great importance to choose a brand name that appeals to a customer globally, some words may be offensive to some people/culture and may affect your brand. It is good to do a thorough findings on your brand name and see to it that it does represent you well, if need be, you can consider changing your brand name. 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.
- Maintain consistency on products and quality: It is worthy of note that to build a global brand, try as much as possible to maintain a consistency in products. Ensure your products are the same except that the color/product design may be adapted to match some specific culture. Choose the color that seems most appealing to your customer in different geographical location. I’ll take Gtbank for example, you can see the consistency this brand has maintained in product designs from their online flyer, email, website even to their POS Design. They maintained that brand identity such that no one has to tell you this is Gtbank POS Machine. They made a long lasting impression with their Orange Color and make us believe that anywhere you see a banking product with orange color especially in Countries where it existed, It is most probably Gtbank.
- Understand your consumer.
Just because consumers have certain buying preferences or habits in one culture, doesn’t mean that such preferences are universal. It’s astonishing how many retailers haven’t made it because they haven’t studied how consumers shop, For example Walmart’s mistake in choosing locations in China that were near industrial parks when consumers were used to shopping closer to home instead of near work.
- Maintaining a strong Online presenceAs of the third quarter of 2019, there are over 4.33 billion active internet users (Datareportal, 2019). With this large number out of the estimated 7.8 billion people over the world, you’ll agree with me that the Internet is a real deal that has come to stay. If you’ll like more stats, check this out. With this said, Your brands needs to be well represented online. Ensure you have a functional good-looking website. Good looking? Yes, because people tend to Judge a product by how it is represented online. Imagine checking a brand website and it looks so horrible, It may lead customers away from your product. Having a beautiful website plus a mobile app since the world is going mobile will do you a lot of good.
Which of the following are you likely to buy from?
Expanding your products or services outside your home country is undoubtedly a major undertaking, filled with challenges and opportunities. But as you implement these core elements of company culture from the start, you’ll be better prepared to turn this dream into a reality.