Building a Global Brand: Staying True to Your Identity
Tatiane Vita
Vice President @CEFA, Global Expansion Advisor @BDC | TEDx Speaker on Gender Equality | Emerging Leader by Santander & LSE
Expanding your brand globally while maintaining consistency is no small feat. History is filled with examples of brands that either thrived or faltered when attempting to scale globally. The key is mastering the balance between maintaining a unified global identity and effectively adapting to local markets.
As Martin Roll explains, consistent global positioning is the cornerstone of any successful growth strategy: “A brand must speak a universal language and touch the hearts and minds of consumers across the world.” But how do global companies achieve this?
1. Keep Your Core Identity Strong
The most successful global brands have one thing in common: a strong, well-defined core identity. Take Nike for example. The iconic swoosh is instantly recognizable worldwide, yet Nike tailors its marketing by featuring local athletes and influencers to engage specific markets. This approach blends universal brand elements with local appeal.
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Starbucks offers another example of maintaining brand consistency while respecting local cultures. When expanding into Japan, the company hired local designers to incorporate Japanese architectural features, ensuring that Starbucks feels both global and local at the same time.
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Tatiane Vita,
Editor-in-chief
About the author: With over 15 years of strategic leadership experience, Tatiane Vita has built a global career spanning multiple continents and industries. Since 2012, she has focused on franchising, leading over 1,500 employees across more than 200 stores in the Americas, Europe, the Middle East, and Asia. Her expertise extends to retail, renewable energy, the circular economy, and early childhood education, equipping her with deep insights into international business strategies and market dynamics. As a TEDx speaker and LinkedIn Top Voice in North America, Tatiane actively contributes to discussions on gender equality, enriching both the social landscape and the business world.
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6 个月Got it. So following their lead, if we want to grow a strong global brand, business leaders need to maintain a clear identity while adapting to local cultures. But—there are different ways to do it, like Nike tailors ads, Starbucks customizes designs. Thanks, Tatiane Vita ??
Vice President @CEFA, Global Expansion Advisor @BDC | TEDx Speaker on Gender Equality | Emerging Leader by Santander & LSE
6 个月Read the full article here: https://www.dhirubhai.net/pulse/building-global-brand-staying-true-your-identity-rdksc?utm_source=share&utm_medium=member_ios&utm_campaign=share_via
Vice President @CEFA, Global Expansion Advisor @BDC | TEDx Speaker on Gender Equality | Emerging Leader by Santander & LSE
6 个月????Tradu??o do post para português: "Crescer sua marca globalmente requer mais do que apenas expans?o—é preciso equilibrar sua identidade principal com as necessidades dos mercados locais. Marcas como Netflix e Nestlé dominaram essa arte, localizando conteúdos e produtos para se conectarem com públicos diversos, sem perder sua mensagem global. Quer aprender a alcan?ar esse equilíbrio? Nossa última edi??o da Newsletter Global Business Insights explora estratégias para expandir sua marca globalmente, mantendo sua identidade. Junte-se a mais de 52.000 assinantes e receba estratégias práticas para o crescimento global. Inscreva-se neste link: https://www.dhirubhai.net/newsletters/global-business-insights-7142912727588503553 #GlobalBusinessInsights #ExpansaoDeMarca #Localizacao #EstrategiaDeMarketing #ConsistenciaDeMarca #Carreiras"