The concept of globalizing a brand or product is no longer a new one, so why does it remain so elusive?\u00a0 Because it is far from straightforward.\u00a0 To get it right, consumers and readers around the world need to be able to interact with your brand.\u00a0 Here are some tips:<\/p>\n
Content Matters<\/strong><\/p>\n This sounds obvious, but no matter how global your brand or how big the star name you use to pull in readers and customers, you will not hold on to interest unless you have something meaningful to say, and can communicate it clearly and with impact.\u00a0 This is obviously a big challenge when you are trying to make something that is relevant in every market across the globe.<\/p>\n Be Personal<\/strong><\/p>\n In general terms, people want a brand and writer who is willing and able to interact with them on a personal level.\u00a0 They want to feel that a company cares about them.\u00a0 <\/em>This is very much the first step in trying to create a relationship of trust that will gain their loyalty.\u00a0 Consumer expectations have increased dramatically and their tolerance for mistakes from companies is low.\u00a0 What tolerance does exist, however, relies completely on this trust relationship, which is in turn built on the belief that the customer matters to that enterprise.\u00a0 Anybody writing or marketing on behalf of the company needs to be able to convey that message every time they write.<\/p>\n Add User-generated Content<\/strong><\/p>\n User-generated content has a great power to build trust with your target market, and demonstrate that you really do listen to them and understand them.\u00a0 It also has the added perk of giving it a local feel.\u00a0 You can use anything from social media photos to customer reviews or feedback, but using something from your users makes your writing feel all the more engaging and authentic to the end audience.<\/p>\n Be Wary of Technology<\/strong><\/p>\n Regional technological capabilities vary widely, so ensure you know what they are in the regions that you are hoping to appeal to.\u00a0 Ensure that you know things like available bandwidth and what kind of standard you can expect the typical end-user devices to be.\u00a0 There is no point creating a stunning set of marketing graphics if nobody will be able to see them, or indeed if they will only be the source of frustration as they crash their computer network.<\/p>\n Social Networking<\/strong><\/p>\n Look out for different countries using social media platforms that might be different to the ones most popular in your home markets.\u00a0 For example, Wechat<\/strong> is popular in China, Line<\/strong> in Japan and KakaoTalk<\/strong> in South Korea\u2014 be careful not to fall into the trap of just thinking about Facebook, Twitter, and Instagram.<\/p>\n