In addition to lowering marketing expenses, a global branding strategy eliminates the need to retool your brand when entering new markets.
A brand that appeals to people from various cultures might be extremely difficult to create. To help you get your global branding right, we’ll discuss the challenges and rewards of global branding.
When it comes to global branding, all marketing, advertising, and product packaging materials must follow the same brand strategy, taking into consideration regional and cultural variations to effectively promote the brand, no matter where it’s located.
When it comes to global branding, the objective is to have a similar brand appearance and feel throughout the world,
but appeal to clients in diverse countries.
There are several advantages to global branding
With global branding, you just must worry about one brand identity, which simplifies branding and marketing activities throughout the globe. Benefits of cohesive brand identity include the following:
- An instantaneous global brand recognition
- Securing a discount on marketing costs
- Making a name for yourself as a global brand
- Market-to-market brand consistency
- Starbucks’ emblem is easily recognized no matter where you are on the globe. For example, the ones seen above are from Kyoto or Brazil, respectively
- That’s also true of the Coca-Cola brand’s logo.
H&M is one of the most well-known brands in the world today, with a global presence. Look at their logo to see how they approach global branding.
Even though the H&M logo design and branding are the same in every H&M shop in the globe – a testament to the company’s fundamental principles of being fashion-forward while still being affordable, fashionable, and Scandinavian simplicity – their collections and ad campaigns differ depending on the area or nation.
Challenges of global branding
It’s virtually hard to develop a fully culture-neutral brand when it comes to global branding. Every nation will have a distinct perception of your brand, so compound this by the number of countries you’re working in, and you’ve got quite a task.
For a brand to flourish in some areas, may be difficult or even impossible due to differences in cultural norms, technological availability, and expectations for products and services. Many worldwide branding difficulties include:
Lost in transition
Translating your brand name, logo design, or slogan in a way that makes sense to the new market’s customers and doesn’t accidentally shock or confuse them is one of the challenges of global branding or even just makes them laugh.
A similar issue arose for Coca-Cola when they initially began promoting the beverage to Chinese consumers. “Bite the wax tadpole” was the original Mandarin translation, pronounced “key-kou-ke-la” “Ko-kou-ko-la,” which translates to “happiness in the mouth,” was chosen when they discovered their error.
It may be particularly challenging to translate a brand name or slogan when the words in the target language tend to be significantly lengthier than they are in the source language.
If you’re translating into a language like German or Finnish, which are known for their long compound terms, this is typically the case.
Some of these words can be combined to form a long and complicated statement that would be impossible to display without extensive editing on a website banner or product packaging.
Making the necessary adjustments for a wide variety of markets
Brand assets, such as advertisements and product packaging, must also be adapted following local norms and expectations. Because product packaging in Ethiopia generally represents what’s inside, Gerber’s first entrance into the Ethiopian market frightened Ethiopians. It’s no secret that Gerber baby food packaging feature a cute infant, so it’s easy to understand why people were terrified when they saw the new design.
When it comes to achieving success in several markets, it might be difficult to know how to adapt to each one. To be successful, you may need to modify, alter, and retool to get it perfect the first time around. While keeping a constant brand, Globalization occurs when companies adjust their products and services to local markets.
It’s important to remember that things are not the same everywhere.
Many of the psychological connections that go into the logo and brand design are universal, but not all of them are. In Japan, yellow represents courage, whereas in the United States it represents pleasure and joy.
To avoid cultural misunderstandings, it’s crucial to thoroughly research your intended audience before you launch your brand in any new nation. The worst-case situation is that you confuse. Defending your brand’s reputation is the worst-case scenario if you insult people and damage your brand’s reputation.
Creating a worldwide brand that works
Your brand or product must be able to meet people where they are, no matter what that may be. So, you can’t just throw something at them and expect them to love it—you must find something they’ll love. Consider these suggestions when you plan your worldwide branding strategy.
Consider your audience
Most of the time, considering your audience implies providing them with something they’re already familiar with. When a brand goes to buy another, it may be necessary to hang on to the original brand’s assets like the logo design to maintain brand awareness within its market segment.
As an example, Walker’s crisps are one of the greatest examples. The Walker’s crisps package is identical to Lay’s chips, except for the name. For the following reasons to avoid alienating long-time customers, PepsiCo chose not to rename Walkers as Lay’s when it purchased the UK snack firm in 1989.
Consistency is essential.
It’s important to maintain a consistent image while creating a worldwide brand. Whether it’s the same colors, logo, or style, your brand needs to be consistent. When your audience recognizes certain components of your brand, they are more likely to associate them with your brand overall.
A wordmark logo might make global branding difficult, especially if it employs a different alphabet than the one in the target market. A translation of the text alone is frequently preferable to preserving all other branding components such as typeface, logo design, and colors, as well as the overall design of your logo.
Global and local should be in harmony.
It’s not uncommon for great branding to include a blend of global and local efforts. Brands like Apple have a strong worldwide brand that isn’t suited to local markets, yet they’re nonetheless successful. As we stated previously, IKEA entered the Indian market with most of its Swedish branding intact.
but also made modest, local modifications to make the brand and items more appealing to Indian customers. However, this doesn’t always succeed. Global and local branding are not unique to IKEA in international markets.
In what ways has the internet influenced global brand awareness and awareness?
Looking at the branding of internet giants like Amazon, Google, and Alibaba is a simple method to show just how much of an influence the Internet has had on global branding. For maximum visibility and engagement, these are brands they have been developed to reach beyond national boundaries.
The number of individuals you can reach online far exceeds the number of people you could ever expect to contact offline,
and they come from all over the world. For such a broad audience, your branding needs to be crystal clear and consistent.
Brand protection throughout the globe
Make sure you can legally export your brand before you do. If you’re going to operate in many nations, you’ll need to do your homework
and study similar trademarked brands, logos, and other brand assets.
That’s why it’s best to start this process as early as possible in your brand’s growth.
if you want to register your trademarks in more than one nation.