If your business operates in multiple countries, it can be tempting to localise your advertising and marketing, but is that the right thing to do?
We’ve compiled 4 key benefits of global branding to demonstrate the value a globally aligned brand strategy can yield.
What is global branding?
A global branding strategy is when your brand identity, marketing, and other aspects of your customer experience are consistent in every part of the world.
It’s an approach that ensures your brand looks and feels the same, no matter where in the world customers encounter it, and it’s used by some of the biggest consumer brands in business today.
Global branding with the internet
With the world now connected via the internet, global branding is easier to achieve than ever.
This helps to reinforce brand authority and convert trust, foundations that are integral to building a brand presence at a global level.
You only have to look at the influence and reach of household brand names like McDonalds, Apple, Disney, and Coca Cola to appreciate the benefits of global branding in the digital age.
4 reasons you should go global
Not convinced global branding is for you? Here are four compelling reasons why you should consider marketing your brand to a global audience.
1. Brand consistency
When it comes to brand experience, consistency is key.
If your brand looks, feels, and sounds different in different countries, this will send out a confusing message that will prevent customers from recognising your brand when they encounter it somewhere new.
Using consistent branding and messaging across all global markets, helps to reinforce consumer trust and grow a loyal brand following.
Of course it might be necessary to translate your branding into different languages, but the essence of what you’re saying should always stay the same.
2. Improved customer awareness
Customer awareness is another commercial advantage of global branding. After all, making customers aware of your brand’s existence is essential for monetising your business.
This is where the reach and capabilities of the internet can really prove their worth – but only if you know your customer well. Find out which social media platforms and websites your audience engages with and concentrate your efforts on building traction in these channels.
Instead of having to tailor unique messages to each market, using a global branding approach you simply communicate to all audience around the world as one, saving time and money.
3. New revenue potential
Branding your business at a global level doesn’t just allow you to engage with customers in areas you already have a presence, it enables you to start building a brand experience in countries or markets where your business may be looking to expand to in future.
It can also open up untapped markets you didn’t know existed and help you to drive momentum in new markets before you open, so you have a readymade customer base eager to start boosting your profits from day one.
4. Help more people
Finally, the reach of global branding also enables you to drive greater awareness of your business, helping you to connect with more people who can benefit from your product or service.
Whether you’re a charity raising funds to help end food poverty or a fashion brand who donates a percentage of the profits from every purchase made, by taking your brand global you can go from speaking to thousands of people, to hundreds of billions.