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Is it hard to promote your brand in a different country?

I am curious about how to promote your business in a foreign country.
#marketing

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Jeff’s Answer

As a former international brand manager, I can tell you that it isn't easy to promote your brand in a country that you aren't in. Some key areas to pay attention to:
1. Know your core brand story. Know what makes your brand different/better and make sure that it translates across countries.
2. Know your competition. Your brand may be differentiated from competition at home, but there may be a different, local brand that is encroaching on your territory in a foreign country.
3. Know your consumer. Consumers on foreign soil may be looking for something different than what a consumer wants at home. Make sure your brand can meet that the desires of the foreign consumer target. Be particularly careful if you have to change your brand's values/characteristics to meet the expectations of a different consumer set. The last thing you want to do is undermine your brand at home.

The best way to learn whether your brand can work in a foreign country is to spend time in that country. Get to know what matters most to those consumers and tailor your marketing message of your brand to fit those key wants and desires. If you can seamlessly do that, you should be successful!
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Moises’s Answer

You need to study Global Marketing and the demographics, geographics, psychographics, and firmographic of a certain country. It is not hard when you have research about it.
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Allysia’s Answer

Hi Rodrick, bringing a brand to a new market can be challenging but it is definitely doable. I would suggest thinking through the following before jumping into it:
1) What country do you feel your company is well positioned to enter in?
- Is your product/ service something that is currently in demand in this particular country?
- Are there no or few competitors in that market?

2) Why do you feel now is a good time to move into a new market?
- Do you have the resources to be able to do so now?

Once you gather your reasons, then you can start doing your research into it

1) Get an understanding of the foreign country and the audience
- Are there any cultural nuances that differ from your current country that you need to be mindful of?
- What are some of the values that your audience cares about? Are these aligned with your brand's values?
- Is there a language difference? You can also look into how to translate your brand's story

2) What channels do your audience use to get information?
- Some countries have localised social media channels and information channels that they use for their main source of info.

Hope this helps!
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waner’s Answer

Hi Rodrick,

Agree with what everyone said above, while it can be challenging it isn't impossible. There are definitely many factors that go into consideration when launching a new brand/product in a new country, some immediate things that come to mind below.

Things to consider:
- Language barriers: adjusting creative, copy, and ads to language of the country you are trying to promote your brand to
- Audience & cultural norms: Making sure that your product/brand is fitting or catered to the audience in an appropriate manner
- Platforms and channels: Some countries do not use the same advertising platforms that the US does, making sure that the plan to launch new brand in another country is aligned with the platforms there

waner recommends the following next steps:

Research foreign country culture and norms - does your brand have a value prop here?
Research platform limitations/popular platforms in the country
Research legality of advertising/policy in other country prior to creating any plans
Understanding what is your competition in that country?
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