Modern companies and organisations are increasingly doing business internationally. As a result there is a greater need to approach branding with a certain level of cross cultural sensitivity. Ensuring your logo, name, concept or design does not offend other cultures is critical to guaranteeing international success.
A brand essentially captures a company's spirit and core message. It creates confidence, trust and respect in employees, partners, investors and competitors. Yet when a brand is taken outside of its native cultural environment there is potential for the message to go askew.
Our groundbreaking cross cultural brand analysis and development service helps companies scrutinize, develop and optimise their brand for the international market.
Companies we support include:
- Brand consultancies
- Marketing companies
- Designers
- Brand managers
- PR companies
- Logo designers
- Graphic artists
- Website designers
Our role varies depending on the client and the project. We are able to support companies at an early stage in brand development and analysis including strategies, concepts and designs or we can come in at a later stage as to cast an eye over a finished product.
Areas we consider in cross cultural brand analysis are related to the nature of the product. Examples of key areas we address are:
Name development - ensuring the name has no negative connotations abroad and sends out the right message to the target audience.
Concepts - brands have underlying concepts which do not always translate across cultures. Portraying a company as young, fresh and innovative does not 'sell' in cultures that respect age and longevity.
Colours - colours have differing social, religious and cultural meanings across the world.
Images - "pictures speak a thousand words" but they could possibly say the wrong thing in a foreign country.
Logos - a company's identity is captured in a logo. However, potential misreading of a logo's shape, message or strap line can and does occur.
When using our brand analysis and development service a client is allocated a specialist(s) that has insider knowledge of your target market plus a background in marketing, brand design and international business. Working closely with the client they ensure that areas such as concepts and designs both capture the right message and do not have any potential for negative feedback.
For more information on how we can help you with brand analysis and development, please contact a member of our team who will walk you through this essential service.
