Creative Industries
Feature
How to take your brand global
By Karen O’Donovan (pictured), client services director at EDGE Creative
international markets. Before the incredible technological advancements
F
we have now, this may have been true. However in 2020, internet domination means that consumers across the globe can connect with brands thousands of miles away. This offers every single SME the opportunity for international growth. This doesn’t necessarily mean that it’s easy. To make
an impact internationally, you must create a strong brand identity that differentiates you from your competitors while simultaneously reinforcing your existing reputation. To achieve this, market research sits as the most important factor to consider when taking your business global. You must ask yourself:
1. How is your business positioned locally? In competitive industries, it can be difficult to stand out. This challenge is intensified when attempting to expand into another country and market to an entirely new audience.
or years, the prevalent myth that only the largest companies can achieve global success has stunted many SME’s efforts to expand into
Firstly, review your existing position in the local
market. Think about your core principles, your cultural identity and your values. Understand what differentiates your company, as this is a key factor in creating a strong and consistent international identity. You must also understand your competitive
advantage within the new market. Analyse what your competitors are doing, who it is that offers similar products or services in that market and what it is that makes you different.
2. How does your existing business sit culturally? UK residents are 11 per cent more likely to use social media for business when compared to their US counterparts (Hubspot). Market research will tell you how you can fine-tune your existing strategy and allocate your budget to appeal to an international market. Being aware of context is a vital step when emerging
into new markets. Mr Muscle, the cleaning product line, had to rename their business to ‘Mr Powerful’ when starting out in China as the spoken translation of their existing name meant ‘Mr Chicken Meat’ (Today Translations). Remember: your clever
March 2020 CHAMBERLINK 65
‘Internet domination means that consumers across the globe can connect with brands thousands of miles away’
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