10 Tips for Companies Looking to Internationalize Their Brands
International expansion is an increasingly sought-after strategy for brands. The digital age has amplified the effects of globalization, and the opening of the global market is an attractive opportunity for growth. However, what may seem simple at first - "Isn't it just about selling online and leveraging marketplaces?" - requires research and planning.
To achieve a significant position in the international arena, it is crucial to reassess marketing strategies and adopt a different approach to attract consumers unfamiliar with the products. The competition also increases exponentially, as products or services must compete with brands from other countries already established in their respective markets.
Having spent 25 years working in integrated communication with global experience (in South America, Europe, and North America), I can assert that developing a customized strategy is essential to achieving the desired results. Here are 10 actions that should not be overlooked in the internationalization process:
1 - Conduct market research
It's vital to have a thorough understanding of the target market, its needs, and preferences. This includes competitive analysis, consumer trends, and cultural differences. Research what competitors are doing, understand their positioning, and identify your brand's competitive edge.
2 - Develop a customized marketing strategy
The marketing strategy must be tailored to the target market, considering the brand's competitive advantages and the audience's unique characteristics. Does your product already exist in the country? What is its acceptance in the market? How do current consumers behave? What are the growth opportunities? How does your product compare to the main players in the market?
3 - Regionalize the brand
Merely translating is not enough: you must adapt the message, including tone of voice, visual identity, and persona, to appeal to the new target market. It's also essential to evaluate if the brand name is pronounceable in the target country or if rebranding is necessary. For instance, "A Tal da Castanha," a brand from 3 Corações, underwent rebranding as "PlantCo" for global markets during its international expansion.
4 - Establish partnerships and network
Building relationships with local companies and organizations helps to increase brand visibility and credibility in the new market.
5 - Identify and use ideal distribution channels
It's crucial to select the most suitable channels for distributing products or services in the new location. These may differ from those used in the home country, highlighting the importance of prior research, taking all variables into account.
6 - Create a website and strengthen digital presence
Simply translating the website and social media profiles into the local language is not enough; cultural adaptation is necessary. Literal translations can lead to misinterpretation, nonsensical expressions, and inaccurate messaging. Incorrect translations can even compromise a company's reputation.
7 - Address legal and regulatory issues
Ensure the brand complies with all laws and regulations in the target country. For example, when expanding to the U.S., it's recommended to register the brand with the USPTO (United States Patent and Trademark Office).
8 - Create a regional team
Hire employees or partners to help the brand navigate the new market and communicate effectively with the target audience. Having professionals with years of experience in the country is key to achieving the perfect match.
9 - Invest in marketing
Advertising, public relations, and other marketing strategies tailored to the new region make a difference. With Guaraná Antarctica, for example, we aimed to connect the American audience with two Brazilian passions (soccer and Guaraná), which are increasingly popular in the U.S. We identified that NYCFC (New York City Football Club) was the only Major League Soccer team without a soda brand sponsorship and seized the opportunity as a relationship-building platform, promoting various activities with their players and fans.
10 - Be patient and persistent
Success in a new country may take time, so it's important to have a long-term perspective and be willing to adapt and change plans as necessary.
Promoting a successful brand from Brazil in a country unfamiliar with it will only be feasible if the brand's market stage and the desired market's maturity are clear. Study, be inspired, and invest!
*Valter Klug is the CEO and founder of Samba Rock, an integrated advertising and marketing agency specializing in helping major brands strategically, creatively, and efficiently expand globally. With over 20 years of experience in integrated communication, interactive design, and social media, Valter has worked in South America, Europe, and North America, in three of the most internationally awarded countries in advertising (Brazil, United Kingdom, and the United States). He has worked with four of the largest advertising groups in the industry (WPP/Y&R, Isobar, Euro RSCG/HAVAS, and SapientNitro), with brands such as AT&T, ESPN, Coca-Cola, Pepsico, Microsoft, Nokia, Sony, Itaú, AMBEV, Banco Inter, and founded Samba Rock in Miami (USA) in 2015.