Global Branding is not just translating your website to different languages and creating a few ads for the international market. If you want to succeed to such an extent that your company is not just another name in the business but a brand which is associated with high-quality service and positive experience you need to do more.
There is no better way to learn than to take in the knowledge from more experienced brands. The following companies have found the key to establishing their names as a representative for high-quality products and services and showed some outstanding global branding in action.
We can easily say that Apple is one of the most successful brands of our generation. No matter where you go, everyone has heard of their brand and they associate it with high- end products, unique design, bright stores, and great employees.
Their customer service is definitely worth mentioning because even though they have opted for a one-size-fits-all strategy, the protocol of each of its worldwide stores is tailored to local tastes. They maintain the same look in all location but their content on the Apple site is carefully translated and localized for international audiences.
There is no way that we can speak of global branding without mentioning Coca-Cola. They are veterans in this business and they have shown us how consistent quality and outstanding marketing strategies can keep one and the same product on the throne for decades.
In the 1980s and 1990s, when the company was a newbie on the global stage, standardized products and messaging resulted in a backlash against American imperialism. For that reason, in 2000, Coca-Cola introduced its “think local, act local” marketing strategy to increase local sensitivity. That has only made this brand stronger and helped them to become one of the most famous brands in the world.
They promote the same enduring and universal values such as happiness, family, and sharing and they combine that with the product and messaging localization.
Their success is attributed to real customer experience around coffee consumption. The emphasis is on classy design, cozy atmosphere, custom-made coffee, friendly staff, and fast service.
Simple hacks such as adding round tables so that the customers who come alone don’t feel lonely show how much they care and pay attention to little details. They are one of the signature parts of the every-day life of Millennials and social media has managed to promote their brand even more. By offering the same high-quality service all around the globe, they share the thought that we are all connected in some way.
The famous coffee brand was also one of the first within the industry to capitalize on developing and implementing a valuable CRM system. They furthered the firm’s brand image by adding a personalized reward system via mobile applications.
This European company has succeeded to take over the world despite the competitive market. Their secret is in copying high-end latest fashion trends and making them affordable for a larger mid-price market no matter which country is in question.
Zara is committed to adjusting to a broad spectrum of consumers, spread across different cultures and age groups. They put emphasis on these core values: beauty, clarity, functionality, and sustainability. Zara recognizes the customer as its most valuable brand asset and that is why they grant an amazing customer service in every store in the world.
Who would’ve said that we would be open to staying in a stranger’s home and even so, trustingly paying for the accommodation to strangers all around the world? Well, Airbnb’s praised global branding has managed to convince us that this is what we should do.
Their dedicated localization department has made their services accessible around the globe and their captivating storytelling has proved to be essential for developing trust and a sense of community between hosts and travelers. Chief Marketing Officer developed AirBnB’s global strategy that has enabled the company to extend its brand into over 190 countries.
This company knows exactly what people need in today’s fast-paced world and that is low price, sustainability, form, function, and quality all in one. As one of the world’s most recognized brand, they found the way to deliver that and to show the ability to understand the needs of their international customers.
Ikea tends to retain the same elements but the room sets vary from store to store in order to suit local traditions. For example, in Japan, they will feature tatami mats which is a traditional Japanese floor covering. They have re-imagined the way we shop by creating a whole new family-friendly concept.
This global brand has shown up abruptly and swept the market by understanding the people’s transportation needs and filling the gap between taxis and private chauffeurs. Uber lessened the troubles of quickly finding transportation by creating an online app which easily connects us to a driver anywhere in the world.
By making their services universal across the globe, they have automatically created a great marketing strategy considering that when we travel to a foreign country we will definitely use a transportation service which we are familiar with rather than struggling to find a taxi or public transportation.
One of the key elements of McDonald’s global success is their uniformity. No matter which country you visit, McDonald’s will grant the same quality, experience, and food. Consumers rely on consistency and the equal value regardless of the location and that is exactly what McDonald’s provides them.
We can also contribute their success to their cultural awareness. For example, in Thailand McDonald’s offers a “Samurai Pork Burger,” unique to the area. In addition to their universal meals, McDonald’s has added some customized offers in almost all of the countries they have entered into, adjusting to the local desires of the consumers they serve.
This brand lets their service and their customers speak on their behalf so they put trust in numerous reviews, free deliveries, and recommendations module to help to boost sales. Considering that they are only an online store, they have relied on the strategic use of SEO and affiliate marketing combined with a powerful supply chain and excellent customer service to establish their brand name globally.
According to Brand Finance, Amazon has officially replaced Google as the most valuable brand in the world. Their 500-strong ranking shows how digitally-obsessed the world is, with technology accounting for the same amount of value as telecoms, retail, and automobiles combined. They took advantage of the digital era and made the most of it.
As a world leader in beauty, L’Oréal is present in 130 countries on five continents. Their mission is to provide the best and innovative products in cosmetics to women and men around the world. The brand also shows high respect for the diversity which only makes them even more appealing to people in different countries.
By cleverly combining deep research and development with strong and strategic marketing campaigns and distribution they successfully attracted the attention of different kinds of consumers. One of their strategies is to keep buying new local brands which affirms their leadership globally. With massive media budgets and globally-known celebrity endorsements, they are one of the best examples for a successful marketing campaign.
How to Achieve Global Branding?
Before we conclude with this topic, let’s address the elements of global branding which these powerful brands have in common. Even though they are conquering completely different industries, they have some approaches in common which assist them in overtaking the world with their products.
- Corporate identity – Successful brands use their corporate identity to reassure customers and distributors that the company is reliable and that it stands behind its products.
- Consistency – There needs to be a balance between the extent to which brand names differentiate product lines or establish a common identity across different products.
- Connectivity – The use of corporate brand endorsement as a name identifier or logo connects the different product brands to the company which helps to evoke trust in customers, distributors, and partners.
- Localization – The brand needs to speak to its international audiences and the translation needs to be high-quality in order not to lose the intended message.
For that purpose, successful companies use translation services and translation review websites such as PickWriters which can help you find your perfect translator. That way you won`t lose the essences of your slogans and beliefs.
- Universally appealing messaging – The message which is being spread needs to be universally understood or adapted to different markets. Having an understanding of local culture and tastes is a necessity if you want to achieve this.
- Adaptability– Having a strong grasp of what is demanded in all local segments and what are they purchasing habits helps the brands to adapt to the needs of different cultures.
- Uniqueness – Even though some of the world-famous brands are within the same industry, they still found a way to express their authenticity. It’s impossible to establish a global brand name without having the it-factor which will enable you to stand out from the crowd.
Some Final Thoughts
Building an outstanding global brand is a real challenge. Incorporating and spreading global messaging and localized strategies are the key to success across international markets but they demand extra creativity and persistence.
These brands have thought us so much just with their innovative approaches and strategic ideas. They can be a great example and a lesson for everyone who decides to be brave enough to establish itself as a global brand.