Have you ever wondered what it would be like to treat the entire globe as your operating market? Would you like to reach potential customers from different countries? If so, you need to develop an international brand strategy that will allow you to build your brand recognition in the other corner of the world. What exactly is an international brand strategy and how to develop it? Keep reading to learn more!
International brand strategy – what is it?
In simple words, an international brand strategy is a strategy devised to manage a specific company or brand in various regions of the world. It’s supposed to boost brand recognition and reputation in the target markets, and it’s also frequently referred to as a global branding strategy.
As you probably know, making your products available in a foreign country isn’t enough to succeed. For this purpose, you need positive brand awareness. Moreover, you should be able to present your value proposition to the target buyers and convince them that it’s worth investing in your products or services. A well-developed international brand strategy can help you achieve the goal.
3 steps to effective international brand strategy
In order to develop an effective international brand strategy, you should follow the tips mentioned below:
- analyze customer behavior – it’s worth keeping in mind that customer behavior and preferences aren’t universal. If you want to succeed abroad, first you should think about your target audience, its culture, and customs. Thanks to it, you’ll be able to tailor the message to the actual expectations of the recipients.
- think how you want to position yourself – once you get to know your potential customers, you should determine your competitive advantages and decide how to present them. Research the market and define your direct competitors. Understand how people shop and come up with an international brand strategy that will allow you to fit into the market.
- translate your company’s name, slogans, and offer into the target language – although this point seems obvious, it might be trickier than you think. Apart from linguistic correctness, you should analyze the target culture and make sure that your brand colors, logos, or slogans aren’t inappropriate and don’t evoke negative feelings. Otherwise, it might be hard for you to succeed. After all, first impressions matter.
What are the advantages of global branding?
A well-thought-out international brand strategy can benefit your business in a number of ways. It makes it possible to:
- reach more potential customers and brand followers,
- boost brand value,
- come across new, emerging opportunities and position yourself as an expert for the local population,
- improve ROI,
- improve brand recognition,
- gain bargaining power,
- gain a competitive advantage over local market rivals,
- build a positive brand image.
A professional international brand strategy tailored to your needs is a cornerstone if you want to go global. Scrutinize your target market, and find business partners who have experience in a given market and can help you protect your intellectual property. Remember that positive brand recognition and reputation are the key to success.