Overcoming Challenges in Global Brand Positioning

Our next guest, as a part of our collaborative project Unbound, is Quentin Mees, Brand Specialist at The-Brand-New. A senior marketing and brand strategist, we picked Quentin’s brain on how brands can overcome challenges while positioning themselves globally.

Introduction

A strong brand is like a tree with deep roots — its core values are firm and unchanging, no matter where it grows. This deep-rooted identity, your brand’s DNA, connects you with people who see the world as you do and who share your values. It’s not just about spreading a message; it’s about resonating with those who’ll see a bit of themselves in your brand. But, as you step into new places, you’ve got to adapt a little. Think of it like a traveler respecting local customs — sometimes you shake hands, sometimes you bow. The real skill is in finding the right people in each new place, those who get your core message and feel that connection. You need to know where they hang out and what they care about. It’s about more than just fitting in; it’s about forming genuine connections by being true to your brand while also honoring local flavors. That’s the art of taking your brand across borders — staying true to your roots while embracing the diversity of the world.

1. How do you approach understanding the cultural nuances and consumer behaviors in new markets when crafting brand positioning strategies?

Understanding New Markets:

Picture a country as a big family dinner. Everyone’s related, but they’ve got different tastes and stories. When you’re setting up in a new market, it’s like trying to find the right conversation at that dinner. You’ve got to listen, learn the local jokes, and understand what matters to them. For instance, when KFC went to India, they didn’t just sell chicken; they made it spicy because that’s what locals love. It’s about knowing each city or region’s unique flavor.

2. How can you help a brand identify its ideal customer segments within a new market and tailor its positioning accordingly?

Finding the Right Customers:

Think of it like a market with different stalls. In one city, people might be all about organic food, while in another, they’re into fast food. So, when you’re trying to sell your product, you first need to figure out who’s walking around your stall. Netflix does this well. They offer different shows in different countries because they know what each place likes to watch. It’s about finding your crowd in the big, busy market.

3. What are the biggest challenges brands face when adapting their existing positioning for new markets? How can you overcome these hurdles?

Adapting to New Markets:

This is like being a chef who’s good at cooking different cuisines. In your home city, maybe everyone loves your burgers. But in a new city, they might find them too heavy. So, you tweak the recipe a bit. Look at McDonald’s: In India, they sell more veggie burgers because many people don’t eat beef. It’s keeping your signature taste but still catering to the local palate.

4. How do you strike a balance between maintaining brand consistency and adapting messaging for local cultural sensitivities?

Balancing Consistency and Local Needs:

It’s like being a band that has a hit song but changes the lyrics slightly for each city they tour in. Your brand is that hit song. You don’t change the tune, but maybe you throw in a local reference or two. Coca-Cola does this well. They keep their classic branding but sometimes use local languages or show local festivals in their ads. It’s about playing your hit song in a way that each city feels it’s its own.

5. When we mention Unbound: Unleashing growth beyond borders, what does it resonate with you?

“Unbound: Unleashing Growth Beyond Borders”:

This phrase to me is like a tree with roots in your home ground but branches spreading everywhere. Your brand’s roots are your home values, but the branches are how you reach out to different people. Apple does this brilliantly. Their core design is the same, but they might have ads in Paris showing the Eiffel Tower or in Tokyo featuring cherry blossoms. It’s about growing far and wide while keeping your roots firm.

* This is the second part of our new series, Drizzlin Unbound, where we speak to experts and stakeholders across the globe to unleash growth beyond borders.

*Want to be a part of this? Reach out to us at hello@Drizzlin.com