Every advertising or marketing student today is told early on in their studies the important word play, KISS or «Keep It Simple Stupid.»
What this means is that every effective marketing or advertising campaign should be designed around a simple message that is distinctive, relevant and powerful.
To get there a global brand manager must follow these five ways to make their global brand powerful
1. Know and identify with your target market
A well-defined target market is the first element of a global marketing strategy.
Understanding your message and how your target market will identify is key.
First try to describe them with as much detail as you can, based on your knowledge of your product or service.
2. Know your product
In real estate «location, location, location» is the key to success. In positioning a global brand well it is «know your product.»
How many times have you been at the point of buying something but you stopped because you needed more information or needed to know what the features and benefits of one product over another?
You convey strength and assurance by knowing your product so well that it becomes so believable to the final decision maker that they would be crazy not buying your brand.
3. Understand the culture and world events
The world is a big place. Look and understand the culture you are selling to. What’s going on in the world that can affect your brand? What are the changing attitudes and new technologies? Are lifestyles evolving? What are the opportunities? Are there needs that aren’t being met? What can you learn from other categories? How do cultural changes affect the way people perceive your brand? What are the opportunities?
4. Know and study your competition
Study your competition, and adapt what you learn to find your competitive advantage. By understanding what makes the market leader the market leader is important. Usually it is because they have enough competitive advantages that low price is not the reason they are where they are in the lead. Are they leading the market because of their advantages or is their a trend you are missing?
Where is the open space where your global brand can enter with little to no competition?
Knowing your competition is usually the best place to start after you understand the product
5. Take a realistic approach and do some soul searching regarding your brand
The key is to look at your brand through the eyes of the person that will only look at it for a few seconds. What will they see? Is it enough to make them identify with the message you are sending and making them want to buy your brand?
What is your brand’s weaknesses or strengths?
Why do people buy your product today over your competition?
By taking a realistic approach to your brand you assure that you are not wasting time nor money.