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How can you create a brand identity across different languages or geographies?

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Creating a brand identity that resonates with your target audience is crucial for any business. But what if your audience speaks different languages or lives in different regions? How can you ensure that your brand identity is consistent, relevant, and engaging across different markets? In this article, you will learn some best practices and resources for developing a brand identity that transcends linguistic and cultural barriers.

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1 Define your brand purpose and values

Before you start designing your logo, choosing your colors, or crafting your tagline, you need to define your brand purpose and values. What is the mission of your business? What are the core beliefs and principles that guide your actions? How do you want to make a positive impact on the world? These questions will help you establish a clear and compelling brand story that can connect with your audience on an emotional level, regardless of their language or location.

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Zuleica Rendall

Crafting Brands & Ideas for Humanity
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Crafting a brand identity that resonates globally requires a keen understanding of both universal appeal and local sensibilities. Start with a clear brand purpose and values that are universally relatable. When expanding across different languages and geographies, adapt your messaging to reflect local cultures and norms without losing the core essence of your brand. This might mean tweaking your tagline to fit local idioms or selecting colors that have positive connotations in a specific region. Research and empathy are your best tools here; they’ll help you understand the nuances of each market. Keep the global identity cohesive, ensuring that no matter the language or location, the fundamental experience of your brand remains consistent.

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Randy M.

RevOps Consulting, Conversion Optimization, HubSpot/WordPress Websites, and much more.
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People connect through emotion. No amount of wordplay, humour, or logic will span language or culture as well as emotion. Focus on that.

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2 Research your target markets

Once you have your brand purpose and values, you need to research your target markets and understand their needs, preferences, and expectations. How do they perceive your industry, your product, or your service? What are their pain points, challenges, and goals? How do they communicate, consume, and share information? What are their cultural norms, values, and customs? By conducting market research, you can identify the similarities and differences among your audience segments and tailor your brand identity accordingly.

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Katerina Clark

Head of Optimizations at The Economist
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Keyword research is very helpful to understand in what languages people search and what the traffic share for each is. Translating a website in multiple languages is high effort task that might not result in better performance. If you see that users search for your brand in Korean and Spanish for example and no other language then you can calculate ROI based on the demand metrics. If data shows only interest in English language then ensure your website has strong global strategy that will tailor to different demographics.

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3 Adapt your brand elements

Your brand elements are the visual and verbal components that represent your brand identity, such as your logo, name, slogan, colors, fonts, images, tone, and voice. To create a consistent and coherent brand identity across different languages or geographies, you need to adapt your brand elements to suit each market, while maintaining your core identity. This may involve translating, localizing, or transcreating your brand elements to ensure that they are clear, appropriate, and appealing to your audience. For example, you may need to modify your logo to fit different scripts or alphabets, choose colors that have positive associations in different cultures, or use idioms or metaphors that make sense in different contexts.

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Rob Johnson

Founder at RJ BRAND DESIGN | Strategic brand partner, delivering creative brand and marketing solutions
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I call it “Brand control, local flavour”. In other words, ensure the carefully crafted brand architecture is available, but allow the local markets to talk to their own customers. But they do this in a controlled way. Always on-brand. Always consistent.

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4 Test and validate your brand identity

Before you launch or expand your brand identity to new markets, you need to test and validate it with your target audience. You can use various methods, such as surveys, focus groups, interviews, or A/B testing, to gather feedback and insights from your potential customers. You can also use tools, such as Brand24, Mention, or Google Alerts, to monitor your brand reputation and sentiment online. By testing and validating your brand identity, you can measure its effectiveness, identify its strengths and weaknesses, and make any necessary adjustments or improvements.

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5 Maintain your brand identity

Creating a brand identity across different languages or geographies is not a one-time project. It is an ongoing process that requires constant monitoring, evaluation, and refinement. You need to keep track of the changes and trends in your target markets, as well as the feedback and behavior of your audience. You also need to ensure that your brand identity is consistent and aligned across all your channels and touchpoints, such as your website, social media, email, packaging, or advertising. You can use tools, such as Frontify, Canva, or Coolors, to create and manage your brand guidelines and assets.

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6 Learn from successful examples

One of the best ways to learn how to create a brand identity across different languages or geographies is to look at successful examples from other businesses. You can study how they have defined, researched, adapted, tested, and maintained their brand identity in different markets, and what challenges and opportunities they have faced. You can also use platforms, such as Behance, Dribbble, or LogoLounge, to browse and discover inspiring brand identity projects from different industries and regions.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Tracy Saad

Expatpreneur bridging cultures through creative strategy & political play. Yalla!
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Start from the bottom up. Start with the languages, the geographies and the cultures. Understand where your brand stems from, and build brands from there. It's not about the 'simple translate after the fact' that will truly target your audience if you are presenting a multi-lingual or multi-cultural brand. Learn about the cultures and emotions that will be targeted through your communication. This is how you'll build a brand that grows with geography and cultures rather than translates into them.

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Katerina Clark

Head of Optimizations at The Economist
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Many brands forget about the technical implications when targeting different countries and languages. Does your website follow best practices on URL level, do you include country and language in the path. Do you have hreflang tags and sitemap to reflect all markets and signal search engines that your brand serves many countries and languages. If not done correctly, you might see US pages in English ranking in India or other markets. Same applies for pricing, mega navigation and drop downs to select country.

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How can you create a brand identity across different languages or geographies?

1

2

3

4

5

6

7

1 Define your brand purpose and values

2 Research your target markets

3 Adapt your brand elements

4 Test and validate your brand identity

5 Maintain your brand identity

6 Learn from successful examples

7 Here’s what else to consider

Brand Development

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How can you create a brand identity across different languages or geographies?

1

2

3

4

5

6

7

1 Define your brand purpose and values

2 Research your target markets

3 Adapt your brand elements

4 Test and validate your brand identity

5 Maintain your brand identity

6 Learn from successful examples

7 Here’s what else to consider

Brand Development

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