Go global with digital.

Launching a new product in Australia without a brand strategy? Get ready to compete on price.

In a recent conversation with Tim Davies , Zellis, we discussed just how risky it is to face into Australia’s super competitive consumer markets without a clear brand strategy.

Like Tim, I have worked with consumer goods companies looking to enter Australia and have advised many to do so with digital strategies.

In the early days, there was a belief that online selling was only for discounters - thankfully that has changed. As consumers, we are just as happy purchasing high priced, high quality items online as we are our basics.

To leverage this type of strategy, what are the key investment areas for success?

For businesses serious about making a mark in Australia, a strategic investment in a brand-focused webstore is essential. This means:

1. Budget allocation: You always need more than you expect for branding and marketing to create a distinct brand presence that attracts and retains customers.
2. Custom webstore: Developing an Australian webstore to position the brand and set expectations. A branded webstore is a sales platform and, just as importantly, is an essential part of building customer trust and showcasing the brand’s unique identity.
3. Focus on direct to consumer: Build a strong direct to consumer channel and once your brand presence is established, consider listings with large online retailers but make sure you maintain strict control over branding and pricing.

Brand building is not a “nice to have”, it is essential for market longevity through sustainable growth in today’s saturated markets.

Brand presence allows you to maintain control over your narrative, avoid price wars, and cultivate a loyal customer base.

With the right strategy, you can stand out.

For ambitious business leaders who value commercial advice, Firefly Advisory is your go to growth partner. Because experience matters.

Joss Honour founded Firefly Advisory in 2023 to provide business leaders with objective advice that cuts through the noise to achieve focus and confidence.

Visit https://fireflyadvisory.au/ or email me on [email protected]