Do you have a global mind set? When you started your Business/Brand, what did you have in mind? Did you see your brand beyond the shores of Africa? Did you envision your product on international supermarket’s stalls/stands? To build a global brand, it starts from the planning stage and inception of your vision. You cannot have a local vision and mind-set for your brand and expect globalisation to happen. It just will not happen. However, if you start your vision with a global mind-set, everything you do would be on a global level. It all starts from your mind and your vision.
Here are some pointers on building a Global Brand
- Know your numbers (deep understanding of your chosen international markets, sales data, market research)
How well do you know the international market you want to go into? Have you done your research? How intensive is your research about the market? Do you know if your product/service sells well in this particular market? You need to conduct a research and audit of your Brand to gain better understanding of the market you are about to enter. Always think from the customer’s perspective.
- Audience/customer Knowledge
How well do you know your target audience? You primary target audience might not necessary be the same in a different country due to different culture, lifestyles etc.
- Uniqueness of product/service
How unique is your product/service? Bear in mind that your service/product might be unique in your home country but note that it might not be in another. So research well and see how you can leverage on the differences. How can you improve or upgrade your service/product to differentiate itself in the global world yet meeting the standard requirements.
- Quality control
Quality Control is key! If you want to be global, the quality of your product/service has to speak for itself!!! You are not competing with local champs anymore. If you want to sit with the big leagues of the industry, then work on your QUALITY! Consult experts in this industry to find out what Quality is required in the territory you are about to enter.
YES! Don’t be hot today and cold tomorrow! Stop it! You need to consistently bring your A Game!!!! You cannot afford to be playing lukewarm. Due to the high competition in the market today, customers take time to build loyalty to new Brands so once they notice you’re not bringing it, they find the next best thing to satisfy their needs. To have loyal customers, you have to be consistent with everything from your quality, customer service, customer experience and the list is endless.
How well do you know your competitors? Watch what they are doing well and what they are not. Leverage on these things and make it work for you. What is missing in their formula that you can leverage on? Find it and use it! Use these secrets to beat their standard so they begin to look up to you for inspiration. Be the first to lead your league not the last to react.
- Media Presence
In these times, the best way to reach a diversified audience is through digital media. Ensure you have your presence online well branded from your website to social media to images of your product/services to online communities etc. There are so many ways to create credibility for your brand. Be consistent across all platforms and focus on your target audience.