From Local to Global: A Blueprint for Brand Internationalization
Do you own a brand that you are looking to grow on an international scale? With the right blueprint, any brand can expand its reach from local to global. Partnering with a marketing firm, like InnoVision Global Marketing, is a great step in the right direction. Professional marketers help many brands grow and expand to international markets through brand internationalization.
This article will explain what “brand internationalization” means and how to apply it to your business.
What Is Brand Internationalization?
Brand internationalization refers to the process of designing a product or service for use in several countries. Think of crafting a universal language of sorts in business form. Alternatively, brand internationalization refers to a product or service that can be easily modified based on region and intended audience.
Brand internationalization is so important because the needs, customs and values of consumers vary based on where they live. This means you have to meet people where they are. You can do this by tailoring your products or services in a culturally appropriate way for each geographic region.
Examples of Brand Internationalization
A brand can adapt its product for a specific country or region in several ways. Here are a few examples:
Tech Internationalization
From a logistical standpoint, you’ll want to ensure your product functions properly in the areas where you’re trying to market it. Selling an item in the UK with a US plug makes no sense since the outlets are different. In fact, 15 different types of plugs are used globally, according to the International Electrotechnical Commission.
If you have a tech product that you’re looking to start selling internationally, you should ensure your product is equipped with the type of plug used by consumers in your target markets. At the very least, your product should be easily adapted for use in those regions. You should also consider the electric potential (voltage) and frequency used in those areas.
Software Internationalization
If you’re rolling out an app or software program, you’ll want to format your program to be compatible based on the consumer’s preferred language and geographic region. For instance, date formats vary by country, so if you have a booking app, you should create a program that can adapt to a user’s location or that comes equipped with customizable settings so users can change formats according to their unique preferences.
Cultural Internationalization
Customs, traditions and social norms vary widely across the globe. What is socially acceptable in one country may be entirely inappropriate in another. To succeed in brand internationalization, you’ll need to consider each country’s unique customs and traditions.
Take Starbucks, for example. With more than 25,000 stores in 75 countries, Starbucks caters its menu based on region and cultural preferences of consumers. For instance, the Starbucks Dragon Dumpling pays homage to China’s annual Dragon Boat Festival. Meanwhile, visitors to the Middle East can enjoy a traditional Zaatar Wrap or Labneh Sandwich.
Expanding to international markets is a balancing act. You should seek to maintain brand integrity while also adapting to the unique customs of the regions you wish to expand into.
Steps for Brand Internationalization
Conduct Market Research
Before expanding internationally, you should test the waters with market research to see how your product will fare. Conducting market research will help you gauge whether there’s interest in your product in a specific region, as well as assist you in identifying potential competitors.
You may want to survey consumers through questionnaires or focus groups. It may also be helpful to collect data and crunch the numbers to determine how saturated the market is or whether there’s potential for growth. As with any business venture, you should weigh supply versus demand and gauge interest in your product based on current market trends.
Modify Product
Once you’ve identified your target markets, you should assess whether any modifications need to be made. As outlined in the above examples, consider logistical and cultural considerations.
Pay close attention to the beliefs, customs and cultural sensitivities of consumers living in the areas where you wish to expand. It may serve you well to enlist the help of a local expert who can advise on product design and description and brand messaging to ensure your product and marketing hit all the right notes (more on that in just a bit).
Formulate an Expansion Plan
Expanding to international markets requires more than just research into local customs and traditions. You’ll also need to ensure you’re familiar with legal and regulatory matters. For instance, you’ll have to get up to speed on what licenses, certifications and permits are required in order to operate lawfully.
You should also formulate an expansion plan. Will you export your product or find a local distributor to manufacture it? Does selling your product online or operating a brick-and-mortar business make more sense? As you formulate your expansion plan, you should also brainstorm the most efficient means for getting your product into the hands of overseas consumers.
Develop a Marketing Strategy
Once you’re committed to expanding to a particular area, you must develop a marketing plan to promote your presence in the region. For instance, you may want to film a television spot, partner with an influencer, or leverage the power of social media.
If you’re uncertain where to begin, our team can help. InnoVision Global Marketing works with clients all over the world. Whether you’re looking to expand to just a few countries or want to dominate your industry globally, we’ll identify the best way for you to make your international mark.
Our tailored strategies and access to international markets have worked wonders worldwide. Allow our team of branding experts to work their magic for you. We don’t think small — we think global.
