4 Lessons from Overcoming Unexpected Challenges in International Branding
InternationalMarketing.io
4 Lessons from Overcoming Unexpected Challenges in International Branding
Navigating the complexities of international branding can be a daunting task, but the right insights can make all the difference. This article distills valuable lessons learned from seasoned experts who've mastered the art of adaptation in diverse markets. Discover actionable strategies to refine your approach, ensuring cultural sensitivity and local relevance in your brand messaging.
- Adjust Strategy for Local Markets
- Localize Approach for Cultural Sensitivity
- Adapt Marketing to Local Preferences
- Focus on Commonalities First
Adjust Strategy for Local Markets
When we expanded into China, I assumed we could adjust our existing strategy. Big mistake. Facebook and Twitter were blocked, and suddenly, our entire approach was useless. We had to quickly figure out WeChat and Weibo, which felt like starting from scratch in a market we thought we understood. That experience taught me that what works in one country can completely fail in another. You can't just translate a strategy. You have to rebuild it to fit the local market. The faster you accept that, the faster you adapt and actually connect with people.
Localize Approach for Cultural Sensitivity
One unexpected challenge we faced when expanding our brand internationally was navigating cultural differences in customer expectations. While we had a solid understanding of our target audience back home, we didn't fully anticipate how much cultural nuances could influence product preferences, communication styles, and purchasing behaviors in different regions.
For example, in one European market, we found that our branding, which worked well in the US, didn't resonate as strongly due to differences in how people engage with brands and their preference for local authenticity. We also had to adjust our messaging to better align with local values and expectations, which required us to rethink how we positioned our products.
To overcome this, we focused on localizing our approach. We worked with local marketing experts, conducted focus groups, and adapted our messaging to better fit the region's culture. We also made sure our product offerings and customer service aligned with local preferences.
What I learned from this experience is the importance of cultural sensitivity and thorough research when expanding internationally. It's not just about translating language—it's about understanding the deeper values, habits, and preferences of each market. This approach helped us connect better with customers and, in the end, strengthened our global brand presence.
Adapt Marketing to Local Preferences
One unexpected challenge we faced when expanding our brand internationally was navigating cultural differences in marketing strategies. While our messaging resonated strongly in our home market, we discovered that the same approach didn't translate well to new regions.
For instance, a campaign centered on bold, humorous content that performed well domestically fell flat in a market where subtlety and formality were more valued. This misstep highlighted the need for a deeper understanding of local cultural norms and consumer behavior.
To overcome this, we partnered with local marketing experts and conducted extensive market research to tailor our strategies. By adjusting our messaging to align with the preferences and values of the target audience, we were able to rebuild trust and engagement.
For example, we shifted our tone to focus on professionalism and reliability, which resonated strongly in that region. As a result, our campaign performance improved significantly, and sales increased by 25% within six months.
This experience taught us the importance of adaptability and cultural sensitivity in international markets. Expanding globally requires more than just scaling operations—it demands a nuanced approach that respects and reflects the unique perspectives of each audience. It's a lesson that has since become a cornerstone of our global strategy.
Focus on Commonalities First
We all instinctively know that people in different countries, with different cultures and different languages, think and act, well differently. When growing a business into new geographic markets, it is wise to spend time to understand these differences, often nuanced, to help guide your brand strategy.
However, there are often unexpected challenges in being too open and sensitive to these insights. Often the biggest challenge I have faced when entering or growing a presence in a new international market is internal to the company. Colleagues will be ready to tell me what is different. What doesn't work. What is mandatory to be successful.
A recent growth project (for a B2B product) into a new international market started with internal feedback that communication must be in the native language. Not just translated but created by a native speaker. Additionally, that communication cannot be by email ('they don't read emails') or by phone ('they don't pick up the phone').
A lot of time was spent creating new website copy, marketing materials, and videos in local language. Communication plans changed from what had worked elsewhere to be completely bespoke and different. The results? They were poor. Costs had rocketed and time prolonged with the extra work required, and yet performance was way below other geographic regions. So, we started dialing back the localization.
Testing language found that initial outreach communication (a social post, an email text) in local language had a small uptick in responses, but the bulk of content in English worked just as well (this was a senior B2B audience after all and used to working to some degree in English day-to-day).
Testing channels found similar results - audiences in enterprises are more homogenous than we expect. They opened emails, they picked up the phone. Perhaps because everybody else had listened to the perceived wisdom and didn't email, and didn't call.
The key learning from the experience? Start with what is the same and adapt by exception, rather than focus on what is different and forget what works elsewhere. If something is working, stick with it and only change if necessary. We're all much more similar than we often like to admit.
