So is going global as easy as having your website and brochure translated into a different language?

Not quite.

Communicating with a global audience can be complicated. There are several factors to consider that reach beyond simply translating communications into other languages. First we must consider the brand and what it will mean to audiences abroad. Will it be seen as new and exciting, will it fill a particular market gap, or will it attempt to break into the market as a competitor to a local favorite?

Once you have made the decision to invest resources in a particular global community, you must consider not only the native language, but the language’s nuances, communication vehicles, and culture in general.

Language
It is imperative to correctly translate English-language material into the a culture’s native language. In addition, it is extremely important to understand the nuances of the foreign language. For instance, the word “policy” translated into Spanish, is understood as “police,” even within the proper context. You can see how confusing it can be to an audience if communications are simply translated and not reviewed for conceptual accuracy.

Communication vehicles
Choosing communication vehicles is equally as important as the message you send. Just because an English-speaking audience prefers to be reached through email, does not mean that it will work for every one. For instance, in some countries the mail is not as reliable as it is in the United States. In addition, some cultures prefer more formal methods of communication or a specific communication process.

Culture
Culture is an extremely important factor in business communications. Educate yourself on etiquette, customs, and important holidays before sending any communication.

Expanding a communications program globally can have a positive affect on an organization and their brand. However, it is imperative that you are informed about the marketplace you intend to reach, the native language, and the culture of any country before developing a global communications plan.

Transitioning to a new logo involves a strategic approach to maintain the integrity of the brand. Because your brand is your promise to your marketplace, consider how brand integrity will be affected when transitioning from an old logo to a new.

Converting to a new look
There are two generally accepted approaches to logo transition.

The first is to prepare all communications during a pre launch phase and on a specific date scrap all old communications and use only new communications from that forward. This approach works well with consumer goods and product lines where multiple logos can send a confusing message.

The second method is to take a deliberate approach of transitioning to a new logo over a period of time. Generally, the time period should not exceed three months, but done over 8 to 12 weeks, a smooth transition both internally as well as externally can be accomplished in an orderly manner with minimal disruption.

The second method is considered an acceptable approach with professional service enterprises. Their audiences tend to be contained and easily reachable. This second method also tends to be more cost effective and resource efficient.

Steps to be taken include;

• Identifying critical areas where the new logo must appear immediately
• Finding the items that can transition when current stock is depleted or resources become available

Much of the transition strategy also depends on the degree of separation from the old logo to the new one. An inverse relation should exist between the level of change and the length of transition. If the logo changes dramatically, a shorter transition period should be deployed. If the changes are subtle, a longer transition can be an acceptable approach.

Transitioning from an old logo to a new one should be approached with a strategy that includes identifying where the current logo exists and then executing the transition in a way that not only maintains the integrity, is also mindful budgetary and time constraints.

A brand is the promise an organization makes to its marketplace and the CEO him/herself is inextricably linked to that promise. Whether intentional or not, the CEO can play a huge role in how a brand is perceived by its audience:

The CEO can influence the integrity of the brand.
What the CEO says and does  impacts  the brand—the way consumers, investors, and employees identify with the brand. It is important that the CEO maintains the personality of the brand when communicating with his or her constituents and interacting with the marketplace.

The CEO can humanize the brand.
Through the CEO, the organization has the opportunity to humanize itself, creating a parallel between the personality of chief executive and the brand. The CEO him/herself can represent the brains, the innovation, the thoughtfulness, the fun, or any other differentiating human characteristic of the brand.

The CEO can guide the brand.
Since branding requires an active, ongoing effort to guide and control the market’s perception of the organization, the CEO should be directly involved in all branding efforts. The CEO should have a clear vision of the branding strategy and implementation; and commit time to building and promoting the brand to (potential) customers, investors, and employees.

Leverage the strengths of the CEO by making that individual an indispensable part of the overall brand. A brand that is in sync with its chief officer will enjoy visibility, credibility, and profitability for years to come.

Consumer awareness—how a brand is perceived within its marketplace—is crucial to branding strategy. Building consumer awareness helps the brand be more valuable to its audience, which in turn, can help the brand dominate its marketplace.

Effective branding strategy is the foundation for increased consumer awareness. Branding strategy begins with articulating the unique selling proposition (USP). A unique selling proposition sets an organization apart from all the others in its marketplace. A USP can feature a product, service, business model, or business style.

Once the USP has been developed it needs to be supported. Reinforce the USP with relevant messaging, data, and testimonials. The more focused information presented to the audience, the better. Perform market research, interview current clients, articulate a positioning statement, and collect testimonials.

Spread the word. Institute a sales and marketing plan around the USP. Develop printed and online marketing material that will help the sales force, customer service representatives, and other employees consistently deliver the message of the brand.

Building consumer awareness is important to the success of every business. Properly communicating the promise of the brand will aid in raising brand awareness. Rise above the competition and dominate the marketplace by refining the brand and consistently communicating the USP to current and potential clients.

Short sentences. Short sentences are easier to comprehend and have more impact. They also make it easier for a reader to quickly move through a document.

Active voice. Writing in the active voice will give any copy more excitement. Engage readers by drawing them into the story.

Bolding. Strategic use of bolding will help readers scan through a document, help call out important themes and ideas, and break up long prose.

Bullets. Bulleted lists aid comprehension, help draw parallels between like ideas, and give air to long prose. Use bullets for lists of items or consecutive ideas.

Callouts. Use callouts to highlight important parts of the document. Callouts should be one or two sentences. Readers often scan callouts when contemplating reading a document.

Multiple entry points. A document with multiple entry points is easier to read than long prose. Short paragraphs, headlines, bolding, and lists are all ways to add multiple entry points to a long document.

Busy people don’t want to commit to reading anything if it appears to be a daunting task. By making content more accessible and highlighting important points, readers are more likely to engage.

When selling products and services, especially commodities, how the brand is positioned within the marketplace will often be the deciding factor of whether a consumer decides to buy from you. Most of the successful positioning strategies have to do with added value to the customer. Though the brand may be a little more expensive, there can be a perception of higher value—whether it be customer service, slightly better product, desirable product feature, or extra convenience.

How do you make a commodity brand stand above its competitors?

Credibility. How do you measure up to the competition? Whether your brand is the oldest or the newest, ways to build credibility include; third party endorsements; a strong web presence; and regular communication with the audience.

Awareness. If consumers are not aware of the brand, it has little chance of success. An easy-to-find and informative website, advertisements, and customer contact are ways to raise awareness.

Added value. How can you add value to a commodity without slashing costs. Depending on the product or service; added value can come as customer service; desirable product features; rebates; or coupons.

Commodities are necessary to the economy but are often difficult to market and brand. Developing a sound market position and backing it up with effective branding strategy will help bring the product or service to the next level, making it a desired brand instead of a necessary commodity.

For those businesses that have weathered the storm, there is a huge opportunity to capitalize on the evolved marketplace. There are vacancies created by brands going out of business or cutting their offerings. There is always a reason to strive for the top and right now, the timing could not be better.

How does a brand emerge from this recession as a leader?

A strong position. A shifting marketplace makes it a great time to revisit your position. Review the competition, collect information from past, current, and potential customers, and revisit your business strategy. You may find it is necessary to evolve your position to meet the changing needs of your constituents and the marketplace.

A strong branding strategy. Strong branding strategy leads to a strong brand. Review your branding strategy to see if it still fits within the market position you fill. Close communication gaps  and review the visual brand; now is a great time to get noticed.

A strong plan. A strong communications plan provides a guide for the upcoming months. Creating a realistic communications plan and budget will help build brand awareness.

Strong branding strategy and market position lends itself to a more credible, visible, and profitable brand. Emerge from this recession as a leader, become a player in your marketplace, and enjoy the value of an effective brand.

Visibility within the marketplace can be achieved through:
Web presence—a strong web site that is returned in search engine results attracts those researching products and services
Advertising—print and web ads keep a brand in front of its audience, attracting potential customers
Blog posts—weekly posts build credibility and provide value
Expert articles—in trade and local publications keep customers informed and aware of the organization
News—active companies have frequent news; publish news through press releases and the web
Newsletter—regular newsletters via email or snail mail provide a reminder of the brand and add value
Trade associations—attend trade and stay active in trade associations to give the brand a human presence

Creating a visible brand requires a multi-pronged approach. The brand must frequently appear to its target audience in the areas listed above.  Visible brands see higher return on investment, require less face time with potential customer, and produce more profitable results.

Nobody wants to read long copy. Especially in a marketing piece.

Since most people receive more than 2,000 unsolicited messages a day, sending a brief message as possible is extremely important. A challenge for every writer, shorter content:

• Provides the visual advantage—people are more likely to choose you over others because it will take less time to commit to read.
• Results in better content—no one wants to read wordy content. Write short sentences and eliminate unnecessary words.
• Enhances branding strategy and positioning—brevity allows for targeted writing that reinforces the brand.

The next time you write (an email, a blog post, or marketing collateral) try to eliminate ⅓ of the text. After that, try and reduce it by another ⅓. You will see the results—clearer and more concise content. There is an inverse relation between length and strength.

A strong brand strategy provides an organization with the foundation on which business, marketing, and communications plans are constructed. An organization’s brand is who it is to its marketplace while the business plan is all about reaching that marketplace. The branding strategy and the business plan need to be aligned in order for either to be successful. As the business and the marketplace evolve and grow, the brand must evolve as well. An organization must continue to provide its market with a product or service that meets their needs and the brand promise to convince its audience.

Both the business plan and the brand should touch all areas of the organization and be the foundation for each and every business line—new or existing. As products and services are expanded, they should still fall within the business plan and the branding strategy to ensure the target audience’s needs are met.

Adhering to the brand through all phases of business brings the organization and its activities under the same umbrella, forging unity and distinguishing the organization from the competition.