Business people are shaking hands around the world in the ever-expanding global marketplace. How do you tap into the innovation and opportunity flowing around the world?

Does your company have the potential to attract customers outside the borders of your country? Does your message, service, or products have universal appeal? Are you enthusiastic about fresh opportunities in the worldwide market?

Pick A Brand Image with Universal Appeal

Your first objective is to get a positive reception for your marketing messages. That requires a brand image that can influence the buying patterns of potential clients in other countries. A successful brand is credible, well-targeted and briefly communicated. It would be foolhardy to enter the international business scene without first developing a positive, appealing image. The brand communicates the central platform upon which international business transactions can occur. Your brand extends your hand so people can decide if they want to shake hands with you. It also helps if you differentiate your goods and services from those of your competitors. In many industries, the plethora of similar or identical goods and services can overwhelm customers.

A brand is generally recognized as a key asset in the global marketplace. It may be your most commercially valuable asset. The first step is to brand your business for better visibility in a bustling marketplace. Any enterprise—small, medium or large, even a country or geographical region—can develop a successful brand image in a few simple steps.

Make your brand image a priority.

Your brand image is the heart and spirit of your business. Most entrepreneurs understand that a brand image is a powerful tool for promoting and marketing goods and services. Make a branding strategy part of your business plan.

Base your brand image on a clear vision of your business’s goals and values.

A successful image is broad, long-term, and convincing. The brand image is focused on the product or services and the targeted customers. It speaks directly to their interests and needs.

Adopt strategies to make it easy for employees to adopt and internalize your business’s brand image.

Having an attractive brand image makes it easy for employees to communicate it to customers. Involve employees in developing and promoting the brand image. Use rewards to motivate them to put the company’s brand image into practice. Employees who understand their roles in the enterprise contribute powerfully to the brand’s image.

Integrate the brand image in all aspects of your business.

Communicate the brand image company-wide. The relevance of the brand should be communicated by every department head to every assistant.

Fulfill the promise of your brand image.

The brand image instills certain expectations in consumers’ minds. If their expectations are not satisfied, they will be disappointed and abandon your business. Such dishonestly is counterproductive.

Re-evaluate your brand image for shifts in the marketplace.

As the needs and desires of your target customers change, so should your brand image. Re-evaluate the market and your competition. Always be willing to adjust your brand to better align with the changing realities of the global marketplace.

With a brand image in place to attract customers, your investment in developing goods and services for the global market will pay off.

Global Profits

In the past decade, the international consumers and enterprises who are doing business with each other have increased. Are your products and services price-competitive for prospective customers in other countries? Import and export has been at the heart of the global marketplace due to the strong currencies of Canada, European Union countries and others. Determine the markets in which you’ll be the most successful. Research the lifestyle and business preferences of the region. In Malaysia, McDonald’s serves regular or spicy Ayam Goreng McD to the local residents. The following ideas apply to a wide range of businesses and industries:

• Produce a product on behalf of a foreign firm. Your firm might be able to profitably manufacture products on behalf of companies in other countries.
• License your product to a foreign firm. India, China and parts of Africa make the most sense in this category, as countries with a rising middle class are eager for low-cost manufacturing resources and goods. Build your brand, then convince a foreign company to manufacture your products for its regional market.
• Partner with a foreign firm. Potential business partners exist all over the world today. Some companies want to invest capital, while others want to manufacture products. Still others are looking for partners who can help them complete one-off business projects.
• Open a foreign branch and hire local management. If you really want to expand, you’ll eventually have to open up shop abroad. Having a trusted business partner who can take charge of a branch in that country makes this an attractive option.

For an inspiring story, read the Time magazine article about an American company’s experience in South America with yerba mate.

Seek Help in Developing Your Brand

Hiring a professional is costly, but the rewards often justify the investment of time, money and effort if you end up with a successful brand. Look at a firm’s portfolio and client testimonials to find the right firm to work with. Bay Creative creates professional brands, or  visual IDs. Check out their impressive logo page. l I also like these well-designed logos.