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Hiring Global Branding Experts

Bubble speech with cut out phrase “branding” in the paper.

Still confused about how to best utilize global branding strategies? Don’t freak out just yet. There are professionals out there who are willing to do it for you.

Whether it is one particular expert, or a global branding agency, the important thing to consider here is hiring the right person/agency. Simply having experience in your particular global branding field is not enough to be considered an expert. Owning offices all over the world doesn’t create a global branding expert. When searching for the best global branding expert(s), you need to think of it as a scarce and valuable job as a business professional. This means you need to conduct extensive research on that particular person or agency that consider themselves “experts,” and ensure that they have a diversified portfolio of numerous global branding projects in various industries.

The world is constantly changing at rapid speed. This is of particular importance when wanting to take your brand global in order to stay relevant in different markets. It is important to keep this in mind when searching for outside help.

Agencies such as Stealing Share, or personal experts like Rey Perez, are two outside examples of professional global branding experts. They both focus on the consumer market in which their companies are expanding into, and take the time and energy to conduct a method of how they believe it is best to introduce a brand into the new market.

In the end, do not feel discouraged if you believe you need outside help. We all need help every now and then, but it is important for you and your company that you absolutely have full faith in who you as help from; especially when it comes to a delicate subject such as global branding.

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Global Branding in the Technology Industry

Programming code abstract technology background of software developer and Computer script

As globalization continues, several industries in particular have benefited more than others. Some of these industries include technology, financial services, consumer products, and construction just to name a few. The technology industry in particular has benefited more than most. It is expected to reach revenues of $398 Billion in 2019. Some of the top companies within the industry that have successfully globally branded themselves are Apple, Alphabet(Google), and Microsoft. These companies in particular have established very strong, well known global brands and are a great example of strong global branding.

Apple Inc. is an American multinational technology company headquartered in Cupertino, California, that designs, develops, and sells consumer electronics, computer software, and online services. It is considered one of the Big Four of technology along with Amazon, Google, and Facebook. Apple has 506 stores in 24 countries and had revenues of $265.6 Billion in 2018.Their biggest product is the iPhone which makes up a large majority of their revenue. They have sold over 700 million iPhones to date and have established themselves as an elite and consumer friendly company world wide. They are a great example of establishing a strong global brand that is known in almost every country in the world.

Google is an American multinational technology company that specializes in Internet-related services and products, which include online advertising technologies, search engine, cloud computing, software, and hardware. It is considered one of the Big Four technology companies, alongside Amazon, Apple and Facebook. Google operates in 219 countries and had revenues in 2018 of $136.22 Billion. Google is best known around the world as a search engine. However, in addition to their search engine services they gain a major of portion of their revenues from advertising. They also have recently released a phone, the Google Pixel, in addtion to their email services and Google drive services similar to Microsoft Office. They have established a well diversified and well known company world wide almost as successfully as apple.

Lastly, Microsoft Corporation is an American multinational technology company with headquarters in Redmond, Washington. It develops, manufactures, licenses, supports and sells computer software, consumer electronics, personal computers, and related services. Microsoft is very similar to both Google and Apple in the products and services they provide. Microsoft currently operates in 190 countries around the world and had revenues of $110.36 Billion in 2018. As you can see, even though Microsoft is well diversified across 190 countries, it is not as well known or as popular or Google and has room to improve when it comes to global branding.

Something all of these companies do have in common is their strong global presence and an unwavering brand image that successfully translates across almost all countries. They are all well known and have managed to establish themselves in order to be recognized beyond borders which is something not many companies can say.

Hatfield, Morgan. “Total Consumer Tech Revenue Will Reach Record $398 Billion in 2019.” CTA, 2019, www.cta.tech/News/Blog/Articles/2019/January/Total-Consumer-Tech-Revenue-Will-Reach-Record-$398.aspx.

“Global 2000 – The World's Largest Public Companies 2018.” Forbes, Forbes Magazine, 2018, www.forbes.com/global2000/#401bfaf6335d.

Villas-Boas, Antonio. “Google Just Announced Its First Smartphone, Called Pixel – Check It Out.” Business Insider, Business Insider, 4 Oct. 2016, www.businessinsider.com/google-pixel-pixel-xl-price-release-date-specs-features-2016-10.

“IPhone History: A Timeline From 2007-2019.” History Cooperative, 6 Apr. 2019, historycooperative.org/the-history-of-the-iphone/.

Shaban, Hamza. “Google Parent Alphabet Reports Soaring Ad Revenue, despite YouTube Backlash.” The Washington Post, WP Company, 1 Feb. 2018, www.washingtonpost.com/news/the-switch/wp/2018/02/01/google-parent-alphabet-reports-soaring-ad-revenue-despite-youtube-backlash/?utm_term=.ad5cb2b30fab.

“Microsoft Annual Report 2018.” Microsoft, www.microsoft.com/en-us/annualreports/ar2018/annualreport

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Challenges of Global Marketing

Globe Simulation Model

Expanding your business globally can be an amazing opportunity for any business. However, successfully branding your business in a global scale can be fore challenging. We recently came across an article from Certona talking about the major struggles any company will face when transitioning into a global business model.

The biggest issue to overcome is breaking through cultural barriers. A big mistake several companies make is anticipating that they can copy and paste their present brand strategy across all borders with no adjustments. In order to successfully infiltrate a business across borders you must focus on the things that differentiate each country and make adjustments to branding and strategy where needed. It is without question that if companies don’t take the time to adjust accordingly to each culture that these companies will fail.

Another major issue in globalization is the wide spectrum of technological advancements throughout different countries. Transitioning from a country like the U.S. to a country like Singapore or Thailand can be a very difficult expansion depending on what field you’re currently operating in. If technological advances are not up to speed an organization may have to adjust operations distributions etc. in order to operate in a new country.

Another issue is difficulty communicating across borders and maintaining a strong brand. If a company is not careful and ensuring that communication is not strong across borders it is likely that a company’s brand image will be skewed and interpreted differently in different countries. Although this is sometimes the strategy companies opt to take, when it is not the selected strategy it is very important to maintain strong communication and strong implementation and management strategies to keep a cohesive brand.

The last major obstacle we’re going to discuss that companies face with global branding and expansion is dealing with laws in different countries. Laws and regulations in certain countries can greatly affect how a company operates from one country to the next. It is critical that a company does extensive research on rules and regulations in a country before entering to be sure none will detrimentally affect operations and infiltration.

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Advantages of Global Branding

At this point, we are masters at understanding what global branding truly means; but do we know how to master global branding for our businesses? In order to gain a competitive advantage by differentiating yourself from your competitors, bolster your reputation and retain customers; it is vital to have a strong, clear brand identity. This is especially true when taking your business global. Master these 5 Steps in order to build this brand identity:

Train to Maintain Brand Consistency

Consistency is key, especially when going beyond your country’s borders. Regardless of your business’s location, all marketing materials, brand guidelines, online platforms and office interiors should all be identical. This consistency should also be found beyond just the brand of your company, such as in customer experience and messaging; but should do so while also keeping in mind any cultural differences, standard regulations and customer expectations based on region.  

Develop Customizable Campaigns

Going global requires having to learn as much as possible about the new market and country you will be expanding into. After some research, you must then customize your business to the region, language and culture of your potential customers. This is where the challenge comes in. You must keep your brand consistent, while also customizing it to fulfill customer expectations of each separate market.

Vet All Brand Representatives

In order to secure your brand identity, it is important to hire the right people that can not only portray this identity, while also understanding the local customs of where they are located to tackle potential business problems. For this reason, it would be wise to consider hiring locally as they are already familiar with local culture, norms and laws. By including your senior leadership team in the hiring process, you will also be able to stay true to your brand and corporate values.

Address Issues Immediately

By ignoring any issues that arise, you can expect to see your business face some serious critiques all over social media. With the majority of the population being on social media it is important to address and issue and provide solutions immediately. This requires equipping your teams with the necessary tools and skills to handle complaints that meet your company global standards.

Get to Know the Competition

This goes back to gaining a competitive advantage. Understanding the competitive market within each region will not only give you an upper hand, but might also help you discover some unlikely allies. Consumer preferences are constantly changing, so being prepared to work with competing companies would be a smart proactive move to ensure the future growth of your business.

It is important to find that balance between consistency and customization, while maintaining control over all aspects of your business as it goes global. Follow these steps and your business stands a chance of having a strong brand identity.

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Mastering Global Branding

At this point, we are masters at understanding what global branding truly means; but do we know how to master global branding for our businesses? In order to gain a competitive advantage by differentiating yourself from your competitors, bolster your reputation and retain customers; it is vital to have a strong, clear brand identity. This is especially true when taking your business global. Master these 5 Steps in order to build this brand identity:

Train to Maintain Brand Consistency

Consistency is key, especially when going beyond your country’s borders. Regardless of your business’s location, all marketing materials, brand guidelines, online platforms and office interiors should all be identical. This consistency should also be found beyond just the brand of your company, such as in customer experience and messaging; but should do so while also keeping in mind any cultural differences, standard regulations and customer expectations based on region.  

Develop Customizable Campaigns

Going global requires having to learn as much as possible about the new market and country you will be expanding into. After some research, you must then customize your business to the region, language and culture of your potential customers. This is where the challenge comes in. You must keep your brand consistent, while also customizing it to fulfill customer expectations of each separate market.

Vet All Brand Representatives

In order to secure your brand identity, it is important to hire the right people that can not only portray this identity, while also understanding the local customs of where they are located to tackle potential business problems. For this reason, it would be wise to consider hiring locally as they are already familiar with local culture, norms and laws. By including your senior leadership team in the hiring process, you will also be able to stay true to your brand and corporate values.

Address Issues Immediately

By ignoring any issues that arise, you can expect to see your business face some serious critiques all over social media. With the majority of the population being on social media it is important to address and issue and provide solutions immediately. This requires equipping your teams with the necessary tools and skills to handle complaints that meet your company global standards.

Get to Know the Competition

This goes back to gaining a competitive advantage. Understanding the competitive market within each region will not only give you an upper hand, but might also help you discover some unlikely allies. Consumer preferences are constantly changing, so being prepared to work with competing companies would be a smart proactive move to ensure the future growth of your business.

It is important to find that balance between consistency and customization, while maintaining control over all aspects of your business as it goes global. Follow these steps and your business stands a chance of having a strong brand identity.

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7 Characteristics of Branding

As marketers, we’re always interested in viewing branding from as many angles as possible. Each marketer has a unique perspective when it comes to the most important things to remember in order to develop a successful brand. Jason DeMers takes an interesting perspective and proposes “The Top 7 Characteristics of Successful Brands.” We’re going to dive a bit deeper into these characteristics that we also think are the most important. He identifies these characteristics as audience knowledge, uniqueness, passion, consistency, competitiveness, exposure, and leadership.

Audience Knowledge

When it comes to developing your brand, the very first question you need to ask yourself is who exactly your target audience is. This is your biggest insight when it comes to determining a tone that is appealing to your audience and actually makes them want to listen.

Uniqueness

Differentiation is one of the most important things when it comes to branding. Everyone is selling something and chances are, at least someone is selling something similar to what you’re selling. Your job is to let your audience know what makes you different and why should they care? At the end of the day, this uniqueness or differentiation is going to be the determining factor when it comes down to a consumers decision between your product or service and someone else’s.

Passion

You can’t expect someone else to be excited about your product if you aren’t. You have to believe in your product or service wholeheartedly. Typically your passion and excitement is likely to wear off on your consumers hopefully making them just as excited and enthusiastic about your product or service as you are.

Consistency

In order to establish a brand your consumers understand, it’s important to remain constant with the story you’re trying to tell. Remaining consistent with your branding portrays a confidence that you’ll remain consistent with your product or service ultimately making you reliable. By standing firm and pursuing the brand you’ve established and developing that specific story further it is much more likely that your consumers will remain loyal to your brand. However on the other hand, if even you can’t stay loyal to your brand or story how can you expect your consumers to?

Competitiveness

Is starting a new challenge (such as a new business) even fun without some competition? Rather than being nervous or anxious over your business’s competitors, you and your team should use these feelings as motivation to work harder and strive toward improving your own brand. Make sure you have the right “movers and shakers” behind you and your brand to go above any customer expectations. With this type of outlook, your brand will stay ahead of your competitors; while also being prepared for any potential future entrants to enter your industry.

Exposure

If a company is able to reach multiple customers through numerous channels, then they they are on the right path to becoming successful and distinctive. This is where larger companies have an advantage as they typically have a larger marketing budget, as well as more connections to work with side-by-side. Today, however, has altered how small companies can compete with these larger companies due to advances in technology and increased popularity with social media. With the right tools and knowledge, spreading your business’s brand is easier than ever.

Leadership

Building a business also requires building a team, and what does every team have in common? They all require a leader. This is someone to coordinate all team member efforts and to be the final decision-maker when it comes down to it. The leader is also someone who serves as the liaison between numerous departments and resolves any current or potential conflicts. Most importantly, they are there to serve as the official motivators to ensure all departments are able to work cohesively and at their best efforts.

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Coca Cola’s ‘One Brand’

What is coca cola's ‘One Brand’ and why does it work?

In 2016, Coca Cola launched their global strategy they dubbed as ‘One Brand’ which unites all of Coca Cola’s Coke product under one global strategy they called “Taste the Feeling.” Now it can be a confusing concept that one strategy would work across multiple countries. It goes against almost every rule of global branding that has been established. However, as we’ve mentioned before, it is crucial to start with a universal brand and then develop that brand further in each country or region to better relate to those individuals.

What Coca Cola has managed to do is launch a campaign that people all over the world can relate to. They’ve done this by focusing their brand on people, their daily lives, and the relationships they have with others. Additionally, they also were able to advertise their brand as a whole rather than one specific Coca Cola brand. They united us all saying it doesn’t matter what kind of Coke you prefer, we’re all in this together and we’re experiencing this amazing life and whatever type of Coke you prefer, it makes life better.

This concept is something that transfers well across national borders in most countries. Something that does not often change from country to country is personal relationships. Coca Cola has managed to ingeniously tap into these human emotions and simply say, these moments are amazing but with a coke in hand, they’re even better.

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5 takeaways of Global Branding

What do Apple and Google have in common? Everyone knows each of these brands, and we mean EV-ER-Y-ONE!

How did they do it? Well, we gathered 5 key takeaways of what makes a brand a Global Brand (Read Full Article Here):

Be Useful, and Positive

To gain a customer’s attention, a company must first and foremost provide a product or service that fulfills a desire or solves a problem — essentially leaving some type of impact (positive improvement) on the world. Most importantly, the company must perform and provide all activities on a daily basis in order to ensure the brand is “intertwined” in the customer’s life.

Have a Subscription Mindset

Customers like to be given options in an easy way, and subscription services fulfill that desire. Although not all brands may need this to become globally known, it is the top method if a company is seeking to retain loyal customers.

Adapt to Stay Relevant

To us, this is probably the most important element to takeaway. The world is constantly changing and if a company is unable to keep up, then it is surely to not survive. This is because customer preferences and needs are also everchanging, so they need to feel as if a brand is able to solve their future issues — sometimes before the customer even realizes it.

Learn from Luxury

Image is everything, so it is no surprise that a company’s brand needs to be seen as “exclusive and unique,” and exceed customer expectations. In other words, find a way to make your customer feel special.

Make the Brand Key

With this element, a company just needs to ask themselves one question: when deciding between their brand or another company’s brand, which will the customer choose? The answer is simple. The customer must be your brand. Every. Single. Time.

Essentially, a company must put the customer first and be flexible to change. The main challenge here is then doing this while also staying true to the company’s vision. Click Here to view a full list of the world’s most valued brands and see that it can all be done.