In today’s day and age— when the internet is as common as air, a brand needs to stand out from its competitors by being unique in its branding and message in such a way that it appeals to consumers from all walks of life. The only way to achieve this effect is by undergoing a change that translates into one that is globally consistent for your brand.
What does global branding mean?
Global branding is the set of ideas, imagery, and purpose that you wish your customers to associate with your brand. It tells them what the concept behind the product you’re aiming to sell is, what they will achieve by buying it and how it will affect their lifestyle.
How is Global Branding important for your brand?
Global branding is also a tool that can be used to differentiate yourself from competitors in a saturated market. By transforming your branding into something that will appeal to people from all countries, cultures, religions, and social standing, you turn your brand into something easily accessible to everyone, which helps boost sales and attract new customers.
Tips on how you can make your brand globally consistent:
Businesses take several approaches to brand marketing, but some of the tried and tested ways to increase your reach are the following:
• Understanding what the customer wants.
A key component in appealing to a wider audience is researching what the people of a specific city, country, or ethnicity prefer and modeling your brand ideology on its basis. To have a brand that has the potential to be a globally known brand, the most important thing is researching the habits and needs of different customers. This helps avoid confusion in understanding the brand’s message, ensuring that the packaging is suitable for a certain country or climate, and widening your brand’s horizons.
Research is a highly important part of forming a globally consistent brand with a wide range of appeal because it gives you an insight into how different people will respond to your products and those in the competition.
• Researching the way your brand translates across different languages:
It is highly important for any brand aiming to be globally consistent with having brandings such as logos, advertising, and brand names that do not come across as rude, insensitive, or crass when translated into the target country’s native language. This helps avoid unfortunate incidents in which a certain group of people’s sensibilities is hurt by any messaging associated with your brand. A similar blunder was committed by Pepsi when their brand’s tagline “Pepsi brings you back to life” translated to “Pepsi brings your ancestors back from the grave” when translated into Chinese.
• Having a strong brand identity:
When branching out onto a global platform, a brand needs to have a message or an ideology behind its products that is visible and understandable in every product that the brand makes. This serves to give the brand consistency and make the customers feel as if they can depend on a brand to deliver a specific product they have become known for.
• Finding out if your brand has a market in a specific city/country:
A brand needs to be one that has a need in a certain population. If the market is already oversaturated with brands offering the same products as you with similar branding, the chances are that your sales will not be very high. It is highly important to find out where your products are needed the most and modeling your production rates around that.
• Making sure that your brand has the capacity to fulfill the demand:
Very often, smaller brands aiming for the global market underestimate the demand for their products and end up disappointing their loyal customers with stock that is less than its need, running out very quickly with no hope of replenishment. A good business model needs to include a production capacity capable of manufacturing goods according to the rate at which it is being demanded.
• Reconsidering what your logo looks like:
A logo is often the first thing that a potential customer notices about a brand. When breaking into the global market, make sure that your logo is culturally, religiously, and ethnically correct concerning all the different people the product will be marketed to. This way, you are ensuring that your brand’s first impressions on potential customers are pleasant ones. Very often, customers have claimed to find a certain kind of logo offensive, which leads to the brand’s image being severely hurt.
• Spending on your marketing:
Marketing is a fundamental part of any brand’s business model. By spending well on advertising, you ensure that your brand is seen by everyone and perceived positively, leading to increased sales and increased visibility.
All highly established brands, and even widely successful corporations such as Unilever, Procter & Gamble, and The Coca-Cola Company spend a massive chunk of their yearly earnings on their marketing, which then helps increase sales for the coming year.
• Observing the habits and lifestyles of your target consumers:
It is a fundamental part of marketing a product to a global population to tailor the advertisement patterns according to how the customers live.
For example, in a city where buses are the primary form of public transport, a brand will have more visibility if it advertises its product on buses than if it advertises the product in a magazine.
How does having a brand identity that is globally consistent benefit the brand?
A brand needs to be associated with a certain kind of image or belief for it to sell. Apple phones are expensive but promise excellent quality, Chanel is associated with luxury and decadence, and Cadbury brings forth images of loving moments with family and friends. Each of these brands chose a demographic to target and then aimed to cultivate its brand image so that it globally appealed to that demographic.
Similarly, even smaller brands hoping to become global retailers need to have a brand identity that helps differentiate them from the other brands in the market and inspire confidence and loyalty.
Partnering With A Translation Company
Taking your brand global is a mighty decision. A decision that may require you to seek some assistance, some guidance. Translation and localization of your website, products, or services into different languages, especially in African regions, can be challenging as the continent and especially the most developed regions like South Africa, Egypt, and Kenya have a decent population lot of different languages. So, partnering with a local translation firm in Cape Town, the part of South Africa that is the most welcoming for new businesses, can be the last and only thing you will need to expand your business into different regions. Always look for native translation firms that can help you expand the reach of your business!
Featured Photo by Hannah Sibayan on Unsplash