When a brand expands to other countries, it tends to tune its brand image to fit the ideas of the new country. Many brands have had to change their identities because they are no longer a good fit for the new market. While it is acceptable to change your brand’s identity to appeal to a new market, it is critical to understand that you may lose your image in the long run. For instance, if a major brand decides to adopt a new image because they are expanding into Asia, no one else would be able to identify them. This implies that the well-known brand identity around the world has lost relevance. Therefore, this article highlights a few ways you can expand your brand without losing your brand identity.
- Understand Your Customers: It is critical to understand in business that not everyone is a potential customer. It would be unfortunate if you changed your brand’s identity and people still do not buy from you. When expanding to a new country, you must first conduct a market survey to identify potential customers. After you’ve identified your target market, plan an effective launch strategy. At the outset, you should determine your target customer’s age, location, income, and possible beliefs. Then it would help if you learned what they want and how they want their service delivered. You also want to know what your customers hope to achieve through your company and how you can assist them. After conducting your research, you will realize that it is not your identity that requires modification but your business strategy.
- Getting Your Company Registered: You must research the country’s foreign business rules and regulations. While some countries encourage foreign companies to set up businesses in their country, others have stringent regulations in place. As a result, before registering your business in the new country, you must consider the country’s rules. Singapore is one of the countries that makes it easy for foreign brands to operate and grow. Singapore company registration is simple and easy. The country also allows foreign brands to expand while doing business. If the country’s regulations make it compulsory for you to change your brand’s identity, it is left to you to decide if you are comfortable with the idea or not.
- Keep Your Roots In Mind: Your brand’s identity extends far beyond your company’s logo or name. You may compromise in business sometimes, but you must stay true to your roots. Remember that the exceptional quality of your product or service has brought you to the point where you need to expand internationally. As a result, regardless of the compromise, you must maintain the quality of your service. Your internationally recognized logo may not be accepted in another country. You can compromise and change the logo, but one thing must remain constant—the standard of your service. You have successfully maintained your brand’s identity as long as you maintain high service quality.
- Deliver Consistent Customer Experience: Your customer service, like the other services you provide, must be consistent. You should treat all of your customers or clients the same way in every country. If there is one thing you should avoid, it is preferential treatment of customers based on their country of origin. You must invest in hiring the best people in the new country to work with your customer experience team. People must be hired in the new country based on their qualifications. Obviously, if you are expanding to a new country, you will hire locals to staff the company. Finding the most qualified candidate is therefore critical.
- Educate Your Employees: Communication is essential for any brand’s survival. If you are serious about preserving your brand’s identity, you must educate your employees on what your brand stands for and what you hope to achieve in the new market. By communicating your brand’s mission to your employees, they will have a better understanding of your goal and will be able to assist you in reaching it. Growing a brand is not a one-person job; you must educate your team. Given that you are now working with a new team in a new country, you must educate them on what your brand stands for and how they can assist in maintaining the reputation.
When considering global expansion for your brand, keep the downside in mind. You will face some challenges that will have an impact on the identity of your brand. If you don’t mind changing your identity to explore a new country, that’s fine. However, many brands want to retain their identity as they grow. By following the steps outlined above, you will be able to expand your business while maintaining your brand’s identity.