At its core, all branding is the same – however, when a brand moves into the international arena, there are some critical dimensions that must be considered.
This may seem obvious, but does your brand name translate into your target languages? Even proper names may have an unintended meaning. Don’t just think of the spelling – when pronounced, even seemingly harmless words may have unintended meanings.
Do you use descriptive words in your brand such as, ‘Norfolk Car Parts’ or ‘Budget Printing’? Will these words be meaningful in your selected markets.
You may not need to change a brand name, but it may help to emphasise just part of your title.
Also consider any statements or strap-lines that form part of your corporate signature; these may need adapting in translation.
While language may be easy to check, culture is rather more subtle, and potentially a bigger trap. There is no quick fix. You need to do your research and immerse yourself as far as possible in the culture of your market. Look at the media, both online and offline; look at your competitors.
Best of all, expose your brand to nationals of your target markets. Discuss your ambitions. Use your partners in-market; agents, distributors etc. Talk to embassy staff.
You’ll soon appreciate how culture impacts upon many of the other dimensions of your branding activity.
3. Brand Story
Is your brand narrative relevant to your target market? Things that may seem unimportant at home may be leveraged to advantage internationally. While your location may have little relevance to home customers, it may be a strong plus abroad. Consider the cultural context: for example, history of a family business may be very important in certain markets.
4. Competitive positioning
The perception of your brand position relative to your competitors from market to market. Be aware and be sensitive, you can often use this to your advantage. Don’t assume that your positioning will be the same as it is at home.
5. Core Values
Your core values are what makes your brand what it is. They should be strong and consistent wherever you do business. You must be clear about them and communicate them to all you work with – your staff, your partners in market, your customers and supply chain. Don’t tinker with them, but just be aware that certain values may be more important in some markets more than others.
Intellectual property rights – consider them all; brand names, trademarks, patents, designs, copyright etc.
Legal protection may be difficult or costly across export markets, but you must give them consideration. It is important to give your brand all the protection you can apply or afford. It is equally important to make sure you don’t infringe the IPR of others.
Remember, a strong brand can often be the best protection you can get – be first to market, establish a strong presence and leave potential copyists playing catch-up.
7. Visual communications.
Though language is important, visual and non-verbal communications have an equally powerful part to play. When you see the ‘golden arches’ of Macdonalds, or the Apple symbol, you don’t need the name. Strong visual symbolism can be a means of transcending language difficulties.
Consider the elements of your corporate identity, symbols, colours, typography. Maintain rigid visual standards.
It’s important to look at the cultural context of your visual elements. What semantic connotations do your colours have? In many cultures colours are far more important, and signify different states.