Many brands out there would like to become a global brand some day, and I believe all of it depends on how the branding strategies are carried out. Going global also means that you are distributing your brand around the world. In branding, distribution does not only depend on the expansion of a physical outlet or franchising to increase awareness among target audiences but also includes the customer service and ambience that is consistent at every outlet. This is to create a consistent experience for the target audiences. So that they wont feel any different when they are in a different country looking for the same brand.
In order for your brand to create the same experience for your target audiences, owners need to spend some quality time in strategising and come up with the brand’s benefits. They need to be prepared to ensure long term success and meet with ROI expectations. The branding strategies for distribution can be rolled out when owners know where and to whom they are going to market their brand. You can’t just simply sell your brand without knowing who will be interested in knowing your brand. The most important thing in bringing your brand global is the consistency in your brand via its customer service as well as ambience.
Brand owners need to learn the different needs of the particular target audience. For example, if you are a food brand owner and planning to expand to a different country, you have to know the common language used as well as their favourite food consumption so that you can create something that will please them and instantly create a lasting impression. Perhaps there are more vegetarians in that country than you thought of, so you have to think and create something that will attract them into acknowledging your brand. Branding with the same consistency will lead to greater recall and memorability.
Human beings rely on customer service whether you like it or not. They prefer to interact with another human being more than anything else. But what if your customer service is so bad that no one wants to know your brand anymore. In branding when you are involved in distributing your brand around the world, your internal and external workers need to adapt, identify and uphold your brand’s policy in providing only the best when it comes to customer service. Like Zappos, they are so well known for their customer services that their CEO will dare you to test them. They are very efficient, reliable and friendly even if you call and ask them for nothing relating to their nature of business. Now that is called impressive customer service where it creates a bond between your target audiences. Branding in distribution will teach so much more than just creating an experience for your target audiences… that it has to be consistent, memorable and convenient.