Building and maintaining an international brand is vital to cultivating a successful business in today’s inter-linked global economy. Your brand is what helps you gain ground and enter new markets.
A basic requirement for brand building in the business-to-business world is the need to present a united, consistent brand ‘position’ throughout all markets.
The best way to achieve this is to centralize and coordinate all marketing communications. If you leave your brand in the hands of autonomously run local subsidiaries or agents, chances are you’ll rapidly develop a different image in each of your markets. The inconsistencies of your brand will be easy to spot, making it impossible for the outside world to forge a single concrete impression of your company and your products.
The five “Cs”
Here are five reasons for business-to-business marketers to centralize their marketing communications:
While cultural differences are of vital importance in the marketing of consumer goods, the same is not true for business-to-business products or services. Today, businesses are more international and standardized than ever before. Business people speak the same language, pursue the same strategies, read the same publications and are educated from the same business schools across the world.
Presenting a unified look and developing an international brand is something many business-to-business players still struggle with due to their decentralized structure.
Customers conduct business on an international basis and they prefer dealing with other international companies that can cater to their global needs. These customers do not want to deal with numerous different partners from one country to the next. As such, it’s often your company as a whole that counts, rather than what it can offer on a national level.
It is far cheaper to develop one campaign and apply it on an international level than to develop numerous disparate campaigns for each different market.
Having extremely autonomous subsidiaries means much of the knowledge relating to customers and conditions in a particular market remains mired within local subsidiaries and is not filtered back to the headoffice. Centralizing marketing helps forge links between headoffice and key customers all over Europe – and the rest of the world for that matter.
If you need more inspiration in your cross-border brand building efforts, you just need to contact your CommWorld partner agency in your country. Call or mail and book a non-binding meeting.