Branding is especially important in export business as it is the one consistent message every potential customer sees and having strong company and product branding can make all the difference between failure and success.

Building the brand

Consider what direct competitors offer to their customers and then identify what sets your company and product apart. As a new product or service you need to ensure your target market will be able to differentiate between you and your competitors but also be able to instantly understand why your product is better or different.

The next step is to choose your brand message or messages and a ‘voice’; Do some research into your target market and the different ways they perceive brands. How do you want your company and product to be viewed by your target market? Are you affordable or high end? Family run or corporate? Practical or stylish? Conversational or formal?

Bringing the brand to life

One of the most crucial things to remember about branding is to always be consistent – especially when your brand is being marketed across multiple regions.

It is essential that the branding is kept consistent across all media, as well as leaflets, company websites and business cards. That way customers will always be able to easily identify your brand and are more likely to remember and recognise it in the future.

Online directories, such as Fatcow, can help you to build brand awareness. By listing on specialist, trusted directories it adds authority to your brand message and acts as a recommendation to potential customers in your targeted market, helping to widen your audience. Thousands of farming and agricultural professionals use the directory to source products and services every year.

Brand considerations

Before moving your brand overseas there are a few considerations you must make about your brand and its image:

• Determine whether your brand image is suitable for the country’s culture
• Determine whether your marketing strategies suit the country or culture you are expanding into – just because a marketing strategy works in Australia doesn’t mean it will work in Asia.
• Ensure your brand name translates correctly or does not translate into and offensive work or inappropriate meaning.
• Treat each country individually by creating marketing strategies that match their cultural preferences.
• Do some ground research before you launch your brand in another country to ensure that your marketing strategy will be met positively by your target audience.

Your brand image and perception is extremely important and when exporting into a new market you want to ensure you create a good first impression.

For those looking to expand into the global online market, the road ahead can look very daunting. Building an online brand overseas means that, more than likely, a business must start from the beginning as they have no foundation, no brand awareness and no customer engagement.

Building an online brand overseas can be very hard work but it is well worth the effort. However, there are a couple of things that should be considered before entering the global online market.

Different cultures means different marketing techniques
Which marketing strategies you decide to use depend on which country your business expands into. Marketing and branding strategies that work in one country may not work in another.

Just because the internet gives a business the power to reach many people all over the world in many different cultures, doesn’t mean those people are always able to understand or engage in the message that your website presents to them.

Research, research and research some more
Look into the market you wish to enter and see whether there is a niche ready for you to take over. Entering into a market that is already saturated with products or services like your own will not help you create demand.

Also, take a look at what your product means or can do for your potential target market. Will they understand what it’s for? Does it make sense to them? Is it something that will bring value to their lives? Is it a product or service that is needed and relevant in their culture or environment?

If the answer to any of these questions is no, then before any progress is made you must first come up with designs that help differentiate the product from others and meet your target markets needs or wants.

Take advantage of local business
If the country’s culture or environment is completely foreign and confusing to you, asking for help from local businesses such as communications and marketing agencies or associations can really help to boost your organic growth within that market.

In a new market you need to develop a message that will help consumers understand what your product is and how it differs from your competitors. This message is vital when entering into a new market.

A local business will understand the customs and habits of local customers. They can help convert the innovative ideas of your products into appropriate, local ideas that will help attract new consumers.

Create product and brand positioning strategies that are targeted, not general
Businesses have to understand the end needs of their consumers. Product designers for your business need to go to the market to uncover the needs and demands of the consumers. Only then can they come back and design products that will successfully reach those needs and demands.

So the positioning strategy of your business cannot simply be defined as aiming at the low, medium or high end of a specific market. A business strategy is to satisfy the target consumers as quickly as possible and in some markets first impressions are the only chance you get to successfully integrate into a market.

When expanding into an overseas market it is important that you understand the needs and wants of your market and what you need to do to read those expectations. Research your market, understand their culture, receive help if you can and create strategies that are as targeted as possible.