Going Global: 7 Tips for building a brand beyond borders

Kevin Mullins

If your business is booming nationally, you’ve probably thought about expanding your business beyond your own country.

With the endless potential for new markets to hawk your wares, who wouldn’t want to go global?

With global branding, there are a number of different considerations to ensure that your business expansion strategies make your company a huge success overseas.

Let’s take a look at seven tips on how to improve brand presence globally.

1. Know Your Brand Like the Back of Your Hand

Going Global 1 KnowYourBrand IMG

It might sound simple, but before you can expand your brand globally, you need to understand it fully in its current local or national iteration.

If there are holes in your brand strategy now you’ll have a much more difficult time expanding your business globally.

Knowing and understanding your customers at home is the first step in being able to understand customers abroad. From your logo to your packaging, from your website to the way your customers see you, make sure your branding strategy is solid at home first. Remember, a brand is more than the sum of its parts. It can make or break your business.

Through doing market research and focus groups, you can get a better sense of how your brand is viewed as well as get feedback about your products or services. This will give you invaluable information to help you determine which markets abroad to expand to.

2. Find Markets That Need and Want What You’re Selling

The world is a big place. Depending on a number of complicated factors, there are some regions of the world that will serve as a much better market for your product or service than others.

There’s a number of factors to consider when looking for the right territories when you decide to start selling outside your country.

Is there a need for this product or service in the area?

What are the local cultural attitudes about this cultural service?

Is this market saturated with other companies providing a similar product or service?

These are just a few examples of the type of considerations that will play a role in your successful business expansion strategies.

3. Communication is Key

Going Global 3 Communication IMG

If you’re entering the global market, there’s a good chance that you’ll end up selling in places that speak a different language than you do.

Translating your product materials and branding effectively is crucial to successful global brand expansion.

You might consider having a native or fluent speaker on your team so that you know you’re always communicating what you intend to communicate. Other options include video translation and hiring a translation service.

This is not an area to skimp on. Have you ever received a manual that was obviously poorly translated from its original language? It instinctively makes the customer trust your brand less and see you as less professional.

4. Tune In to the Logistics

Handling the logistics of your global expansion systematically and cost-effectively is crucial to success.

The logistics of transporting operational equipment and products as well as managing supplies is complicated and can be what makes or breaks you.

Pay particular attention to factors that could foil your otherwise seamless logistical plans. Things like the volatility of shipping costs, government regulations, and cargo being ruined or lost are factors to consider.

This is relevant to your brand image because setbacks like these could sully the way your brand is seen by your customers. To receive customer loyalty, you need to be able to deliver on your promises within the agreed-upon timeframe.

Losing track of the logistical side of things to focus solely on branding can backfire if you’re not careful.

5. Identify the Competition


If you’re entering a new market outside your country, it’s vital to understand the existing competition in your new market.

Studying the competition can give you a sense of the demand for that product or service in the region. You can also learn from the successes and failures of those companies. What works in this market and what doesn’t seem to.

6. Understand the Culture

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The people in your new market might have a vastly different set of ideologies, practices, and customs than your country. This is an important consideration when choosing to expand globally.

Your product or service might be much better received in some regions than others. There also might be a much higher or lower demand depending on cultural practices and specifics.

Understanding the culture of your new market is also absolutely critical in your branding strategy. If you don’t understand them, you won’t know how to appeal to your new customers.

Because of the variability in cultural world views and practices, something that’s offensive in one culture might not be offensive at all in another. These are the type of subtle things you’ll need to understand before launching a global campaign.

Remember, even some of the biggest corporations in the world have failed miserably in certain markets by overestimating their appeal there.

7. Be Consistent


Showing consistency to your brand’s promises and values is one of the most important aspects of what makes a successful global brand. As people around the world grow increasingly conscious of your brand, it’s vital that they see you as a brand with integrity.

Creating Stronger Global Branding Strategies to Expand Your Business

If you find yourself up at night googling things like “how to make my business bigger,” “selling outside my country,” or “expanding my business,” it’s clear you’ve got global expansion on your mind.

Going global is a huge step and not one to be taken lightly. The proper global branding for your company will result from careful consideration of your own brand, the customers, and the existing market.

If it’s time for you to revamp your brand so you stand out from the crowd, check out our brand and identity design services.

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