Feb 21, 2013
drivers in brands' internationalization
Today I'm writing about how and where to start developing an international brand from a strong local brand, and which are the main drivers for integrating the international attribute into the brand architecture.
Maybe you'll have the opportunity to take part in that process when a local company evolves towards an international organization. I took part in such transition as the international marketing responsible, thus cristalyzed the new strategic brand identity, one to support the expansion of the operations geographic scope.
What's actually happening is that the company builds a new identity in a wider marketplace (domestic market included) as regional / international player, able to provide value and serve customers accross multiple locations.
When I took over the international marketing position, the company already had some facts and arguments ready to be thrown in the mix to support the new international attribute of the brand, while other had to be introduced later.
At the date, the company was already delivering its products internationally, so several aspects could be leveraged immediately to support the new brand positioning:
# Existing references: the company already had customers abroad, so I was able to create case studies and testimonials to support the international positioning.
# Product compliance to international standards thanks to the external projects
# Product assessment by international auditors, positioning it high in worldwide ranking
# Multi-language capabilities of the product and of the team
# Exportable vertical & business know-how
# Performance and position in home market, where the product was market leader
# Internationally-relevant certifications of the company or of its people
# Strategic partnerships with global technology companies.
# Country of origin: as stated here, the country of origin effect was working in the company's advantage, as Romania is well recognized for its programming capabilities, so I used this positive association as well.
The international positioning was created mainly to promote the company on external markets, but it also had an impact on the brand's positioning in the home market - communicating that the company is mature, stable and performing well enough to invest in serving other markets.