How to organize global branding? The success of local marketing and the network model.

In organizations that work via a network model, divisions inspire each other and employees, locations and teams work together. The emergence of networks is important because employees within divisions of internationally operating organizations - each with their own culture, language area, way of thinking and processes - are specialized in their own market.

The head office no longer serves as a ‘transmitter’ in a network model determining which rules and frameworks may be applied. The head office only provides headlines, facilitates collective resources and provides sources of inspiration. So that the brand identity in every country comes across in the same way (corporate identity, etc.) and conveys the same vision. For example, the international divisions are responsible for their own branding in the local environment, based on the local context, such as (visual) language and (business) culture. By constantly inspiring them and providing them with correct examples, they translate the brand identity into local and cultural insights and specific market expectations in a very pragmatic and current way. Customers benefit the most from this. Through the network model, people inspire each other and learn from each other, 24/7/365.

The people in each division or location are responsible for gathering information and marketing communication. If your company is divided into divisions worldwide, each with its own marketing communications department, they can also inspire each other. You can help each other by thinking collectively about how the brand can be launched into a (new) market. This is not only a smart way of saving costs, but especially of increasing the return on all communicative efforts. It is therefore better to just teach the best functioning division, after which this division will spontaneously or with corporate help pass it on to the next division(s). Working via the network model gives the employees freedom, ensuring that they also take responsibility.

The content you share with others about your brand must match the consumer's conviction, attitude, values ​​and standards. The more they can identify with the message, the higher the intrinsic motivation. For example, in Asian countries, people cannot identify with pictures of Western people on packaging. They perceive this as an insult. One of the reasons that you have to adjust to the local market is because it’s the only way to get the attention you need. Color selection is also of critical influence. The color green does not have the same meaning for everyone worldwide. In some countries it is a sacred color, in others it is symbolic for all ecology-based matters. If the information is not relevant to the concerned target group, you will not be able to start up the necessary dialogue with those customers, let alone create a spontaneous community of brand ambassadors.

Adapting to the context applies not only to the branding of physical products, but also to all online resources. The website and social media channels generate more conversion if they are set up locally. The language and tone of voice must be for the local population. In addition, the content must be interesting to the local market at that time. In North America certain subjects sometimes receive attention sooner than in Europe. Content does not receive sufficient attention if the timing is incorrect.

The goal of local marketing is to generate pull marketing. You listen to what your target audience wants and you then create content that entices them specifically and appeals directly to them. A brand that matches the values ​​and standards increases the chances of purchase. The organization can help the customer with a particular problem. If the content has been consumed at an earlier stage, the customer approaches your organization or brand proactively. Ultimately, your aim is 'outside-out' communication; that customers inspire each other and make your brand go viral. Continuously fueled by your customer brand ambassadors.

Would you like to know more or are you curious about which other facets of global brand management play a role in building a strong brand? Read all about it in the whitepaper 'How do you build a strong corporate brand?'