Top tips for international branding
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Transcript of Top tips for international branding
www.one-marketing.eu
Top 10 tips for international branding success.
International Branding
Every market is different.
Ten things you must get right
www.one-marketing.eu
Top 10 tips for international branding success.
Clarify the offer.
Be clear what your brand is offering.
What is the customers' need, practically and emotionally - and how do you meet it?
www.one-marketing.eu
Top 10 tips for international branding success.
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.
www.one-marketing.eu
Top 10 tips for international branding success.
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.
www.one-marketing.eu
Top 10 tips for international branding 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?
www.one-marketing.eu
Top 10 tips for international branding success.
Set objectives.
Where do you want your brand to be?
How will you measure success?
www.one-marketing.eu
Top 10 tips for international branding success.
Language - watch all the
words.
Get the English right first.
Check all the words - not just in dictionaries - colloquialisms and slang too.
www.one-marketing.eu
Top 10 tips for international branding success.
Colour matters more than you
may think.
Cultural significances may be far more important in target markets. Check carefully.
www.one-marketing.eu
Top 10 tips for international branding success.
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.
www.one-marketing.eu
Top 10 tips for international branding success.
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.
www.one-marketing.eu
Top 10 tips for international branding success.
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.