If you’re looking to expand your brand internationally, it’s essential to implement a universal global marketing strategy that appeals to a diverse set of consumers. Brands seeking to establish their foothold in the global market must think about brand positioning on a worldwide scale.
New to global franchising? Here’s a breakdown of brand positioning, including a few examples, as well as an explanation of how you can leverage it for international success as well.
What Is Brand Positioning?
The heart of your business marketing strategy should focus on what your brand is able to do for consumers. For instance, does your product or service simplify their lives? Does it make it more enjoyable? How can you provide value to your audience and demonstrate that to them in a way that resonates?
That’s essentially what we mean by brand positioning. It’s the process of crafting a unique brand identity that’s easily recognizable and provides strong value, differentiating your brand from market competitors. In simple terms, it’s the way you go about setting yourself apart from the crowd.
One thing to keep in mind is that consumers often want to purchase products and services from brands that share the same values as them. If you have to buy a product like toilet paper and environmental justice is a cause close to your heart, you may be more inclined to purchase the product from an eco-friendly company than elsewhere (unless, of course, it’s flying off the shelves and you’re tempted to grab whatever’s available).
But rather than simply talk about brand positioning, let’s take a look at some real-life examples of companies getting it right.
Examples of Successful Brand Positioning
Now that you have a sense of what it is, it’s time to evaluate how to implement a brand positioning strategy that will optimize your potential for global success. Here are some brands that have created a strong market presence worldwide and a look at what distinguishes them from the rest.
Uniqlo
Uniqlo is a Japanese apparel company that boasts clothing made from high-quality materials. The brand also prioritizes affordability and functionality, using modern technology to increase consumer comfort. For example, the brand’s HEATTECH products retain body heat and then convert it for warmth in extreme temperatures.
Uniqlo’s unique offerings have helped expand it into a global force, operating in 25 countries and regions as of 2021. The brand has capitalized on the fact that comfortable, affordable, and functional clothing translates to many markets across the globe.
Impossible Foods
As mentioned earlier, some brands position themselves around a particular social issue to appeal to their target audience. Impossible Foods, for instance, appeals to consumers who want to minimize the effects of climate change and adopt a sustainable diet.
The company, which produces plant-based meat products, is so dedicated to its mission that it releases an annual impact report, demonstrating the steps the brand has taken toward furthering its goals. Founded in 2011, the company sells its products in several countries, including the United Kingdom, Singapore, Hong Kong, and Kuwait, just to name a few.
Airbnb
Remember that emotions are universal, so emotional connection is another way to distinguish your brand from market competitors. Take Airbnb, for example. The brand’s “strangers aren’t strange” campaign emphasizes the commonalities and connections we all share, regardless of where we reside. The TV ad evokes a sense of community and encourages people across the globe to open their arms, and, of course, their homes to one another.
In the above examples, there is a brand with a cutting-edge product, a brand driven by environmental and social justice, and a brand that unites global consumers through the power of emotional connection. These are just a few of the ways you can position your brand for global success.
How Do I Craft a Successful Brand Positioning Strategy?
Before you can implement a brand positioning strategy, you must plan it out. Begin by thinking about your brand’s differentiator. Will your brand’s domestic identity be enough to stand out internationally, or will you need to pivot? Lean on your team’s international expertise to determine the best path forward.
Once you brainstorm, it’s time to put it all on paper with a brand positioning statement. This statement explains your brand’s value proposition to employees and target consumers. It outlines what makes your brand unique and the purpose behind it.
Your brand positioning statement should guide and inform your global marketing efforts. It’s an integral part of your brand identity and how you’ll market your company internationally. So invest significant time and energy into your brand positioning statement and carefully consider how it aligns with your overall mission, purpose, and core values.
Don’t Let Your Brand Positioning Strategy Stagnate
Keep in mind that you may need to evaluate and refine your brand positioning over time. The world is constantly evolving, and consumer habits and needs often change. Occasional re-evaluation will help you understand when and how to pivot to remain relevant in a constantly shifting global market.
By conducting market research, analyzing consumer feedback, and staying on top of consumer trends, you’ll be in a better position to evaluate the success of your brand positioning statement. You’ll also have an understanding of what adjustments may be necessary and where to make them.
Keep in mind that developing or refining your brand positioning statement may require a little help, especially if you’re just starting to venture into global expansion. For instance, you may consider working with a global marketing agency, such as InnoVision Global Marketing, to get started.
While global expansion can be a nuanced process, it’s something any successful domestic brand can achieve. Whether you’re a startup business or a major corporation, you have the potential to put your brand front and center on an international scale.
So dream big and think strategically. Your brand could soon become a household name worldwide. All you need is the right approach and an expert team by your side.
