Messaging and Branding When Entering a New Market

Did you know McDonald’s, a giant in the food industry, serves beer in Germany but not in the US? Or that KFC became a Christmas tradition in Japan? These aren’t random decisions – they’re perfect examples of businesses learning to adapt and find the right messaging that fits in with the local region. Let us see how you can perfect your messaging when stepping into new territory.

 

1. Your Brand’s Core vs. Local Flavor

Most of the time, a business has its core tenets and values, and these things are non-negotiable. However, there are other aspects of a business that can be changed and adapted to the local context. Take Netflix – wherever they go, they’re still about great entertainment, but their content mix and marketing shift dramatically by region. The trick is identifying which parts of your brand are non-negotiable and where you can flex.

 

2. Your Translation Shouldn’t Impact the Message

One small albeit major  mistake that businesses make is to translate their tagline or “motto” word-for-word. A real world example is when Pepsi’s “Come alive with Pepsi” slogan was translated into Chinese as “Pepsi brings your ancestors back from the dead”? A bad PR disaster. Your messaging needs to resonate culturally, not just linguistically.

 

3. Do Your Cultural Homework

Before you start engaging in marketing and advertisement in your target location, invest time in understanding your new audience’s:

– Cultural values and taboos (what’s endearing in one culture might be offensive in another)

– Local humor and communication styles

– Color and symbol associations

– Purchase behaviors and decision-making factors

 

4. The Power of Local Partnerships

Sometimes the best way to get your message right is to work with people who already speak the language – literally and figuratively. Local marketing agencies, influencers, and business partners can help you navigate cultural nuances and build authenticity from day one.

 

5. Tell Your Story with a Local Twist

You’ve got a great origin story – now how do you make it relevant to your new market? Find connection points between your brand’s journey and local values or aspirations. Maybe your startup story of perseverance resonates perfectly with a market going through economic transformation. Remember, successful brand adaptation isn’t about becoming a completely different company – it’s about being the same you, just speaking a different language (and we don’t just mean literally).

The best global brands feel local wherever they go. They understand that good messaging isn’t about saying the same thing everywhere – it’s about creating the same feeling everywhere, even if that means saying something completely different.

 

Looking for help navigating your brand’s journey into new markets? Send us an email at derrick@paslglobal.com