Are you considering taking your brand to the global market? Whilst working on brand building and positioning, this global marketing question is bound to arise. If your product or service is suitable for global reach, read on – I’m going to talk about brand building and positioning to suit (or not to suit) consumers of all cultures and in all geographical regions.

For many business start-ups who are embarking upon their brand building and position journey, the inclination to think about a global market is a strong one. What business owner hasn’t considered the possibility of being a global giant like Facebook, Coca-Cola, or Apple? These dreams are valid, but first, you must consider how your brand will fit into the global marketplace.


Brand Building and Positioning for Your Ideal Clients

I’m often approached by entrepreneurs, asking how they can appeal to everyone, thinking that this is the path to global recognition. The truth of the matter is that there has never been a brand building and positioning strategy that has appealed to everyone. Even the most wide-reaching brands have to alienate a portion of the global population. You see, the ideal client of any brand is of a certain gender, age, financial situation, career, geographical location, or culture. Though the brand may not start out to alienate, by focussing on one target audience, it does so naturally and unavoidably.

Remember the mantra, “Try to please everyone and you will please no one”? Nowhere is this more true than in global brand building and positioning. To try to please every culture, geographical location, price expectation, gender, and age would be like watering-down your brand until it’s applicable to no one in particular – maybe to no one at all.

Instead, we suggest that whether you’re romancing the ideal of a global or a local market that you start your brand building and positioning with the end in mind. Where do you picture yourself, and your business, in three years? What will your financial situation look like? What will your office look like? Will you work alone or with a team? When the phone rings, what phone numbers will appear? Don’t hesitate to put these expectations in writing – this can really help to clarify your vision.

Now, using what you’ve learnt about your business aspirations, mould a brand building and positioning identity that you can step into three years from now – instead of one that will fit now and that you’ll have to step out of in three years. Recognise your ideal clients and build your brand around them. This will certainly not include everyone in the world; it may only include local clients; or, it may include clients from specific cultures, geographical regions, or careers.

In short, I would suggest focussing your time, funds, and energy toward those people who you believe are the most likely to reward you with their business. Brand building and positioning is never black-and-white, but it does follow an expert prescription. 

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