IS IT TIME TO CREATE A GLOBAL BRAND?
The old adage ‘to go global you have to think local’ still is true, but with the digital revolution in charging ahead, borders have become blurred and the need for a more unified ‘global’ brand that’s relevant everywhere becomes greater.
Speed with which a brand message circulates around the web is staggering. While the words and points of reference may need to be tweaked for each country and culture, the brand itself needs to adhere to a single philosophy regardless of location – a global brand.
Should Start-up Companies think “Global Branding”
‘Global’ should be a key phrase that’s ingrained in your company’s culture from the beginning. The philosophy of your culture should also remain consistent, regardless of where you’re targeting. The strongest global brands are ones that have the same name in each country: Nike, Coke, Apple etc.
Ideally, the brand name you choose should be one that doesn’t require translation. So a made-up word or a compound word can be a good idea – Comcast, Icon etc. However, if your brand name reflects a key benefit of your service, then you may want to consider translating it for other markets, though multiple brand names will require more effort to manage.
Focus on similarities – Focus on the population’s similarities around the world rather than differences in building your brand. Values such as happiness, peace, love and friendship are universal and by building such values into a brand, it becomes a lot more relevant globally.
Marketing across oceans – Start-ups may be afraid of the term ‘global’, especially when you are still building domestically. But if you’re building a global brand, the time will come when you need to take a leap of faith, whether it’s one sales representative or a co-partner distribution chain worldwide.
Part of building a successful global brand involves the separate entities of a company working together as a unit. So while your marketing campaigns may be managed and launched locally, your offices around the world will work together for the proper synergy across the brand.
Global/Local working together – Local brand building is still important. It is the cornerstone of your company in which all the branches reach out globally. While your brand foundation will be evident in all your markets, the actual words you use need to be different and it’s a simple fact that some concepts don’t translate between cultures.
You may need to consider the right translator with the right tone, which is essentially copywriting in a foreign language, because there is always a need to understand and appreciate the original message and how it reflects a company’s brand.