|
Great brands transcend geography. But to build a great global brand, you must understand the vital role that your company’s electronic "face" plays in your success, says Marilynn Mobley, Senior Vice President of Edelman, the world’s largest PR firm, as well as a blogger.
“People all over the globe turn first to the Internet to learn more about brands and companies. Your Web site should be as helpful, insightful and appealing to someone in Asia as it is to someone in Arizona. Scrub your promotional material and Web copy to ensure that it isn't too locally focused.”
Mobley adds that a strong brand must be backed by more than an international Web site. She warns that a business can't talk its way out of something that it behaved its way into. In other words, a strong, positive brand must be supported by matching positive behavior. And don't assume that throwing more money into PR and advertising will resolve challenging issues with your brand, she says.
Fix the fundamental problems first. Then use PR and advertising to bring awareness to how – and why – things are better.
“Your best brand ambassadors are right under your nose. Enlist your employees and other stakeholders, such as business partners and alliance relationships to take your messages global,” Mobley advises. “Don't release information or key messages externally until you are certain your own employees can tell your story as well as your PR firm. Increasingly, Web logs, or blogs, are playing an important role in improving brand visibility and loyalty. Encourage employees to share their enthusiasm about your brand in their own words through blogs and message boards. Research shows that ‘people like me’ are seen as more credible than even the CEO of a company.”
Lesson Learned: “Taking a brand global isn't a matter of doing what you have always done on a larger scale. Public relations strategies that work in the United States won't always work in other countries. Seek the advice and counsel of PR experts who have experience and relationships with the media in the marketplaces you are entering.
"Missteps early on can be hard to overcome. You aren't just entering a new marketplace; you are integrating into a new community. And each community has its own personality and loyalties."
|
Comments
correct, Laura, absolutely correct. a significant numbers of multinational companies believes that they can communicate in the same way across the world. this proves to be an act of intellectual arrogance and ignorance. today, more than ever, to translate your mantra in the single culture is a need. without a common language with local customer it's tough to make yourself heard.
Posted by: gianandrea facchini | 03.06.07
Nice post, Laurel. I agree that it is essential global brands become localized. That is, they integrate into the communities in which they seek to do business. We've seen a lot of push-back where this hasn't happened.
Speaking in the language and cultural context of various communities is also extremely important. It helps to have company employees in each region to assist in this endeavor, doesn't it?
It is also a tremendous asset to companies to "give back" in each region as good corporate citizens. To respect local customs and cultures. And to use local resources responsibly and wisely--not to willfully pollute or use more than their fair share of local resources. Then, they have sown the seeds for their own success, as well as the communities in which they do business. A win-win is the best business scenario possible.
Posted by: Ted Mininni | 03.06.07
Agree with Gianandrea and Ted ... excellent, sensitive points too.
Thanks,
Laurel
Posted by: Laurel Delaney | 03.06.07
"She warns that a business can't talk its way out of something that it behaved its way into."
I love that quote, the actions have to match the words.
Posted by: Mack Collier | 03.06.07
Laurel, there a couple of points here many of us take for granted that should be open to discussion. Why must every brand always function based on "think globablly act locally"? I'm based in Barcelona. The people here want the local footbal team to be totally Catalan, but they want Coca Cola to be totally American--that's half the point in their buying it. They can already buy Spanish cola--they don't want it. The only thing "local" is the media buys and Catalan marketing idiosyncracies, but that has nothing to do with the brand itself.
The second subject is whether all brand websites must/should be full of helpful information. Why? Often the objective is to attract in any way possible interest in the brand to encourage trial and motivate general interest. If the website tells every last detail, there is no motivation for the consumer to ever ask or learn more.
Aren't we usually trying to get the consumer in direct touch with brand itself or the company behind it--not just with the website itself?
Prism Ld. recommends clients use their sites to raise at least as many questions (and possibilities)as it answers, so as to encourage the consumers curiosity and to
go further in knowing and testing or purchasing
the brand.
A S Prisant/Chief Operating Officer/Prism Ltd.
Posted by: Alexander S. Prisant | 03.06.07
Hi, Alexander ... interesting post. The short answer on your first question is this: People want the experience (be it Spanish, French, Italian or American).
The short answer on your second question is this: You want to turn your audience on, not off.
For example, I could decide not to respond to your thoughtful communication and hope you contact me with another question but why would I do that? Just like you, I want to keep the dialog going until such time that we either learn more or buy each other's products.
Posted by: Laurel Delaney | 03.07.07
In an industry that has already tattooed our company as a local provider, we are left with many potential prospects who are unaware of our worldwide capabilities. Our website does not give the indication that we only provide services locally, and we do not promote ourselves in such a way while participating in RFP processes. Any suggestions for how I can take our global company global?
Posted by: Christina Pappas | 03.08.07
FOCUS: Potential prospects who are unaware of our worldwide capabilities. Why?
Hi, Christina,
Well I see you highlight "international relocation" on your site -- that's a plus. But the industry tattooed you -- not you -- so you've got much work ahead to change the minds of your prospects!
Your website is only a starting point. If you really want to move into the international arena, make "international" a bigger priority on your site and start thinking about a great slogan that you sign off with on every point of client contact (emails, business cards, flyers, letterhead, blog, brochures). For example: "We move people door-to-door worldwide." Or, "Moving anything and everything since XXX worldwide." Or, "We provide moving services across the planet." You get the idea. Make it stick.
Next, start pitching every media contact you can get your hands on who has a worldwide audience and offer to write articles -- mini case studies -- on positive experiences your clients have had using your "worldwide" services. Place those "global" testimonials on your site.
Start shifting YOUR attitude (again, forget what the industry thinks ... you are in the driver's seat with your business!) toward the world being your market!
Get it? Then go for it!
Hope that helps and by the way, commenting on this blog helps immensely with your global reach.
Posted by: Laurel Delaney | 03.08.07