You know a brand reaches a level of success when you notice them throughout the world. The most successful brands are recognizable even without the company names in sight. McDonald’s red and gold color scheme alongside the signature golden arches, for example, are recognized almost everywhere.
Expanding a brand into a global franchise is a huge step. Building recognition along the way will ensure long-term success. Brand recognition is essential because it helps build trust and a positive international reputation. Other benefits of brand recognition include a loyal customer base, advantages over competitors and more expansion opportunities.
Read on for some tips to build your worldwide brand.
1. Establish a Clear Brand Identity
Create a brand message that is strong and resonates so deeply with people from different cultures that your message transcends language barriers. A clear brand identity will convey your unique story, brand values, mission and impact. Working with an experienced global marketing group will help you create and maintain this story and your identity. Marketing professionals will also ensure your messaging gets out, whether it’s through social media, marketing materials, or user-generated content.
Marketing professionals know what changes you may have to make when expanding a brand globally. For instance, if certain words don’t effectively translate into other cultures, a marketing group can identify the discrepancies and suggest appropriate substitutions. And, they can make the changes without losing the fundamental core of your brand’s message.
Making changes to better serve your target audience in a new market proves that your brand is a nuanced competitor that will fit right into the global markets. Incorporating local language, colloquialisms and customs also builds familiarity and recognition.
2. Maintain Brand Consistency While Adapting as Needed
Using the same colors, fonts, style, logo and so on builds brand recognition. However, you must make adjustments when expanding into a worldwide brand. Adapting your brand to different cultures is extremely important.
For instance, certain words, colors and images may have confusing or even offensive meanings elsewhere, and certain regions may not respond to your usual product offerings. Fortunately, you can make changes while still maintaining a consistent brand identity. Starbucks and McDonald’s are recognized worldwide but have adapted their menus to the markets in different countries. The key to building a recognizable worldwide brand is consistency and flexibility.
3. Leveraging Global Trends
A brand can establish itself as a thought leader or industry expert by providing insight and perspectives on global industry trends. Methods for delivering these perspectives include contributing as guest bloggers, publishing trend-focused content like blog articles and participating in interviews.
You could also attend and participate in global events and trade shows. These can help you build positive relationships with global media outlets and establish your brand as a competitor in global markets.
4. Do Plenty of Market Research Ahead of Time
Here’s where you may discover some of the adjustments you’ll have to make to grow your brand successfully. Market research is also how you learn about the different distribution channels. Other changes may be necessary depending on where your target market sees and interacts with your brand.
You can also take notes from brands who have successfully integrated into your target market. Alternatively, you can take notes on what not to do from those brands struggling to succeed in the same market.
5. Think From the Perspective of Your Target Audience
Social media is an excellent tool for brands to reach their target audience and get their feedback from across the globe. You should engage with your audience through multiple channels. When you successfully build a strong connection, it leads to a loyal audience and increased word-of-mouth promotion.
Another way to build connections with a target local audience is through user-generated content. Consumers will naturally spread word about your brand, and this is a way to boost that. Highlighting customer feedback and content in your marketing materials makes your brand seem more genuine and trustworthy.
6. Partner and Create Content With Local Influencers
Partnering with influencers can help you create a reputation in global markets without needing a physical presence. These days, many consumers learn about new brands through social media. That’s why brands should also build a solid online presence.
Partnering with local influencers is an excellent strategy because of this. The influencer’s followers will recognize your brand in the marketplace. Also, because of their popularity, influencers are often featured in traditional media channels, so you may be able to get the word out about your brand in a broader manner than you think.
7. Partner With Other Locals
You can partner with other locals, like local retailers. Local retailers have an obvious advantage due to their existing consumer base and pre-established trust and loyalty. Local retailers also have the existing infrastructure you can piggyback on as a partner.
For instance, a juice brand might benefit from partnering with a local grocery store chain because this partnership could naturally serve naturally as a major local endorsement. You’ll be able to build up credibility and a strong reputation much more quickly than if you attempted to launch in that area entirely on your own. This makes your brand, products and services more accessible to consumers worldwide.
Likewise, participating in local events also builds recognition in a target market. As great as online recognition is, building in-person recognition is also extremely important.
Bonus: Partner With a Marketing Expert
Turn to the experts for the most success in building a worldwide brand. At InnoVision, we have plenty of experience growing brands into global franchises without compromising their core message and identity. Instead of developing strategies out of thin air, you’ll know that our techniques, methods, and tips are all tried and true.
Find more information on InnoVision Global Marketing on our website, where you can also contact us. Plus, view a portfolio of our previous success globally expanding brands and franchises. We look forward to collaborating with you and assisting in your quest to build a globally recognizable brand.
