Tips for Global Brand Positioning

If you’re taking advantage of the opportunities afforded by Brexit, and expanding your brand’s reach to include a global audience, then one thing you’ll need to consider is your global brand positioning.

Or, if you’re launching a start-up as a global brand, you’ll want to get off on the right foot by positioning your brand with regional and cultural differences in mind.

Unlike your current brand positioning, your global brand positioning will be multifaceted. Every country, region and culture has its own unique market and therefore a unique place for your brand.

Expanding to a global market may not always seem like the next logical step; however, it does come with some distinct advantages, including higher assessments of quality and prestige that accompany the buying of a “foreign” brand.

Read on for global brand positioning advice, as well as some global positioning statement examples. 

Customised Positioning Statements, for Global Branding

In Germany, Volkswagen is marketed to a mature audience, whilst in The United States, its target is a younger, more frugal driver.

This is just one example of how a brand has used a simple formula to decide how it can fill a particular audience’s needs, without ascribing those standards to every culture.

USP + Strengths + Values + Audience Needs =

Brand Position (your value proposition, i.e. highlight benefits)

After you identify those regions and cultures that will have the most need for, and which will be most interested in, your brand, work through this equation for each one. Here’s how:

• Name your brand’s USP (Unique Selling Proposition). This is the thing that sets you (and your brand) apart from the competition. It’s about the gap you’re filling, or the unsolved problem you’re solving, or the unique procedure you’re using to accomplish your goal. It’s what consumers will say when they hear your brand name. For example, “That’s the bakery that bakes only gluten-free and sugar-free treats,” or, “That’s the car dealership that donates used cars to veterans,” or, “That’s the grocery store that delivers orders to your home.”...

Get the rest of this valuable advice here.

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