What Is a Global Branding Strategy?
A global branding strategy is a branding strategy designed to appeal to a global audience beyond local consumers. A global branding strategy requires the creation of a standardized brand that transcends language and cultural boundaries.
A standardized brand strategy at the corporate level means consumers around the world will associate that set of colors, images, slogans, and logos with a particular business regardless of its location.
A global branding strategy could include:
- Creating a brand identity around a business’s culture and core values
- Promoting the brand internationally
What Are the Benefits of Global Branding?
There are many benefits of employing a global branding strategy. Some of the key benefits include:
- Increased brand awareness among international audiences: Taking a brand global means more potential customers getting to know a business’s products and services. This increased awareness also provides businesses with a competitive advantage over similar companies that opt to stay local.
- Improved bottom line: A larger pool of potential customers, combined with a savvy marketing strategy, could increase sales for a business targeting global markets.
- Improved products and services: Expanding to a global audience also means more opportunities for interaction with a diverse customer base. These interactions can give rise to important improvements in the products and services themselves.
How Do I Work With a Branding Agency?
A branding agency can be a helpful resource for establishing a standard brand for a global business. Here are some steps to take to work with a branding agency:
- Research agencies and identify potential partners
- Request proposals from your top choice agencies
- Establish a working relationship
- Evaluate the agency’s work
1. Research Agencies & Identify Potential Partners
Businesses considering hiring a branding agency should research agencies online before making a decision. Customer reviews and testimonials can clarify an agency's scope of work, specializations, and potential shortcomings. Case studies can provide real-life examples of the type of work you can expect from working with an agency.
2. Request Proposals From Your Top Choice Agencies
Proposals will help narrow an agency search from a few candidates to the right partner. Consider a request for proposal as an opportunity to outline priorities for a branding project and set clear expectations. Once the proposal is approved, it’s time to start the project.
3. Establish a Working Relationship
It’s important for businesses to establish an effective professional relationship with a branding agency. The agency will spend time getting to know and understand the business’s current brand and positioning before evaluating and executing on the project.
The early stages of a contract are an opportunity to establish expectations, deadlines, and a working cadence for the project.
4. Evaluate the Agency’s Work
Based on a business’s needs and expectations, a branding agency will work on improving the existing brand or completely rebranding the business. The business, in turn, can work closely with the agency to ensure the new or updated brand aligns with the company’s mission and vision.