Top tips for international branding

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Top 10 tips for international branding success.

International Branding

Every market is different.

Ten things you must get right



Clarify the offer.

Be clear what your brand is offering.

What is the customers' need, practically and emotionally - and how do you meet it?



Globalize or localize?

Have you a global brand offer that suits all markets or to what extent do you need to localize it?

A key decision.



Understand the cultures.

Don't underestimate the emotional attachment people have with brands.

Every market is different: time invested in really understanding cultures is key to success.



Research and check your

brand names.

Do they work in your target markets - do they make sense, have the right connotations, are they easy to read and pronounce?



Set objectives.

Where do you want your brand to be?

How will you measure success?



Language - watch all the

words.

Get the English right first.

Check all the words - not just in dictionaries - colloquialisms and slang too.



Colour matters more than you

may think.

Cultural significances may be far more important in target markets. Check carefully.



Protect your intellectual

property (IP).

Don't underestimate the value of IP. Put all reasonable protections in place.

Ensure you don't infringe others' IP.



Put people first.

Brands exist in people's experience. Nurture your ambassadors and advocates.

In remote markets it's even more important to invest in the right human assets.



Monitor and measure.

Knowing exactly what is happening with your brand and customers in export markets is not easy - but it's vital. Put clear

measure in place and monitor constantly.

Top tips for international branding

Business

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