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You're a brand superstar in the domestic market. Now you're preparing for a global launch or perhaps a targeted initiative in neighboring foreign language markets. Either way, a well thought-out plan for your international brand launch can reap big rewards. Due diligence in defining your international strategy ahead of breitling swiss replica watches time, while setting realistic goals and gaining a solid understanding of your target audience, will help you make a good first impression in new markets - and as you know, it's the first impression that counts. Taking your brand global does not necessarily involve re-branding; it's a process more akin to finessing and tweaking your domestic branding to take into account the language and culture of your new markets.
Here are ten recommendations for a successful global brand launch. 1. Research the markets that hold the most potential for your brand. Seem obvious enough? Maybe - but it's easy to take for granted that the fastest growing economies - India and China, for example - are a sure bet for your brand. A little research may indicate that Eastern Europe would be more fertile ground for your initial launch. Surveys are an excellent way to get a pulse for the local population. You could also consider hiring an international marketing specialist to conduct an attitude and usage study in order to gauge the purchasing decisions of consumers in your target countries. Also consider: ? Unique marketing trends ? What your differentiator in that market will be ? How you want to position your brand 2. Get to know your target customer in these markets. What language do they speak? What are their likes and dislikes? Who are the influencers? What are their hobbies? Where do they shop? 3. Establish your international brand voice. You have your U.S. voice. Is it casual, formal, or somewhere in between? Determine what you want your international voice to be and if you would like the tone to vary from country to country as a function of local communication norms. 4. Conduct a global brand assessment study. Take a look at your logo and visuals and consider how the colors, shapes and font choices (typography) will be perceived in other cultures. Could any of the shapes in your brand elements be confused with cultural symbols? Try to see your brand identity through the eyes of a local. ? If necessary, work with a designer or your marketing department to refresh your brand in the context of the new global stage where your products will have a multicultural following. ? Keep one logo for all countries but vary your slogan if necessary. ? Leave your brand name in English if the words are not crucial to the message your brand communicates. 5. With knowledge from your global brand assessment study, adapt your U.S. brand manual for use overseas, or develop a completely new international manual with a verbal style guide and brand guidelines for visuals. In brand communications, consistency is the key, no matter what the country is - so set boundaries for communication between your employees and consumers or clients that are in line with your company culture. fake gerald genta arena perpetual Also, make your logos and brand elements unbreakable - meaning they can't be modified or altered at the whim of personnel in other countries. This will spare you unwanted surprises and will ensure your logo is always the same quality in every market. 6. Translate your company values for your international employees, including your mission statement and core values. By rolex yacht master watches for sale doing this, your employees will understand how to represent you appropriately in their breitling galactic online respective countries. They will also feel responsible for the company's image and therefore share in building the brand internationally. 7. Localize your search engine marketing components, website and marketing collateral to the new language markets. Pay attention to imagery in all mediums��photos, videos, flash�Cselect inoffensive content and be respectful of sensitive male/female relationships in different cultures. Decide which content on your website will be translated and which will remain in English (i.e. your corporate blog). And don't forget about multilingual SEM��consider doing this even before website localization begins. Remember that marketing translation��collateral, ad campaigns and the like��is often fairly tricky due to clich��s and fake waltham vanguard clever idioms, so account for extra time to have this done right. 8. Monitor your global brand online to measure attitudes and the impact of your initiatives. Use social media to connect with consumers and ask their opinions. Allow for two-way communications and establish a dialogue. Be responsive when customers chronoswiss timemaster fake watches post comments and recommendations. Try to compile a list of testimonials and accolades in each language market to post on your website. Your localization partner can help with international social media monitoring and translation of these communications so you stay on top of what is being said about you. 9. Give your corporation a local face. Interview C-suite members on topics of local interest and post the interview on your website with a photo of the officer. Demonstrate an understanding and appreciation of the local culture in all that you do. Make local customer service accessible and easy. Put your local address/contact info on the website. List local events you are participating in. Write locale-relevant press releases in the local language and release them on your website and on in-country online wire services. Keep your content fresh and dynamic. 10. Review. Your marketing department, along with your our localization vendor can conduct a quarterly review of your international brand messages, collateral materials, and language-related business practices in each market. This is to make sure they remain consistent with your brand voice and that your communication is focused. Continually seek client, vendor and employee feedback regarding how your brand delivers on its promises and the evolution of your brand's image.