How to Build a Global Brand in 2022
In this article, you will learn how to connect your brand’s purpose with the lived experiences of your international audience. You’ll also learn about adjusting your products and messaging to be attractive to consumers in multiple markets. You’ll also learn how to use micro-influencers and translate your global brand name.
Connecting your brand’s purpose to the lived experience of your international audience
Brand purpose comes from the heart of the organisation and should reflect what the business stands for. It should be part of every aspect of a company’s marketing and sales. However, a good brand purpose should also be grounded in the organisation’s history and background. This will help the brand connect with customers and convey a sense of humanity.
Putting people first is one of the top trends that will impact international marketing in 2022. As people around the world redefine their priorities, they will increasingly shift their purchasing and working behaviors. Brands that are able to tap into this newfound digital empathy will be successful in the third year of COVID.
Today’s consumers care about the impact a brand has on the world. As a result, brands must have a sense of purpose in order to stand out from the competition and achieve long-term success. By giving consumers a sense of purpose, brands will be able to get their attention and influence how they buy.
Using micro-influencers
In 2022, it will be increasingly important for brands to use micro-influencers to reach their target audiences. Although these individuals may not have huge followings, they can help brands gain brand loyalty and create quality content. One example of such a micro-influencer is makeup blogger @lilliambaezmakeup, who has an active following and shares relevant posts about makeup. These micro-influencers are a viable option for brands who are on a tight budget and don’t want to hire celebrities.
These micro-influencers are often less expensive than traditional celebrity endorsement deals, making them a cost-effective option for brands. According to a SkyQuest study, top micro-influencers use YouTube, Instagram, and Snapchat to share their content. The study also found that micro-influencers are especially effective at influencing purchase decisions. In fact, 49% of marketers surveyed said they made a purchase after seeing a recommendation from a micro-influencer.
Influencer marketing isn’t a new trend. It’s actually an evolution of celebrity endorsements. Today’s consumers want voices that they can relate to. They also trust content creators and want to know that the person behind the brand is real and trustworthy. By working with influencers, brands can increase their brand awareness.
Translating your brand name
Translating your brand name is essential if you are looking to export your brand overseas. This will ensure that your name is heard properly by other people and does not get mispronounced or laughed at. Many brands have suffered because of poorly translated names. To avoid this, it’s important to choose a qualified translation agency.
Depending on your business model, you might choose a brand name that’s easy to understand in different languages. Your brand name is essentially your company’s business card, and the success of your brand in different markets will depend on it. As such, it’s crucial to choose a brand name that has an international reach and is not offensive to consumers.
Another tip for translating your brand name is to make sure your name translates into the local language. For example, Facebook recently changed its brand name to “Meta”—a word that sounds like “dead.” If you’re trying to launch a new product in a new market, you’ll want to ensure that the name makes sense to customers in that market. For example, Starbucks introduced a new drink called “gingerbread” in Germany, but it was not well received. The company then changed the name to “Lebkuchen Latte” and saw an increase in sales.