How to build an international brand

Breaking into international markets is a key step in creating a business empire. If your company is successful domestically, it could be that you now want to establish it as a worldwide brand. The idea of taking your vision – as well as your products – to a global audience can feel daunting. However, with a lot of determination and the right strategy, you can achieve your goals.

Tapping into different markets requires working across various countries, cultures and languages. A one-size-fits-all approach certainly won’t work. Instead, you will need to appeal to the behaviours and values of different audiences. You will also need to get inside the minds of your target markets.

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So, just what steps do you need to take in order to build a successful international brand?

Create a vision that separates you from your competitors

Before you start, you must ask yourself, ‘What is our mission as a business?’ From there, you will be able to highlight what sets you apart from other brands. By creating key differentiators, you can build a deeper emotional platform that will allow you to connect with your customers.

Start researching the global marketplace from day one

In order to achieve success, it’s paramount that you do your research. Which brands are the top competitors in your target areas? What are the colours that appeal to these audiences? Before developing your brand internationally, consider whether you need to adapt your logo, colours or name to avoid any cultural faux pas.

Hire a team that truly love the brand

The people walking through the door every day must be prepared to put in blood, sweat and tears. They must have as much passion for what you are offering as you do. Find people that believe in your vision, because a motivated team is a necessity in order to achieve success.

Define your marketing strategy

A global presence is achievable for any business with an understanding of world markets and a well-thought-out strategy. Who needs your product? And how are you going to deliver it to them?

Content has long been king, so to reach your target audience, ensure you’re using it to educate. If you don’t have the knowledge or experience to make your marketing campaigns a success, hire an international SEO agency. Through research, PR and link building, they will be able to boost your global online visibility.

In the meantime, ensure that you utilise social media platforms, build a great lead magnet, start blogging, leverage influencers, build relationships with your subscribers via email and create authentic video tutorials.

Consider your timings

When it comes to business, timing is everything. Go against forward-thinking companies and you might be viewed as outdated, but release your product or service in another location and you might be ahead of the curve. Ensure it isn’t over before it’s even started by knowing your marketing inside out.

Maintain your brand identity

A disjointed brand identity could cause distrust among customers. As a result, they could lose faith in your business. In order to preserve your identity, there are a number of things you can do. These include placing your logo everywhere, staying active on social media, repurposing your content, adapting over time and keeping your messaging consistent.

When you’re brainstorming your international branding strategies, ensure that you know your back story as a company: what you stand for, and what led you to this specific point in time. Think about how you are going to build emotional attachments with buyers, who will then eventually become huge fans. And of course, ensure that you are always consumer-centric. You need to be adding value to the lives of your customers, so place them at the heart of your message.

The next time you need to be at a crucial meeting for your brand overseas, allow us to get you there effortlessly. Simply get in touch with us and we will help you organise your trip.

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