Thinking Big: The Global Brand Playbook

You see, one of the main metrics to measure a business’ success rate is through its expansion level. I would know because I was once a brand founder. Expanding your brand into international markets definitely feels like the ultimate level-up for your business, and the idea of seeing your products on shelves—or in online carts—across the globe is exciting, but let’s be real; it’s not that simple. 

Global expansion is a strategic game that requires a mix of multiple things, including research, creativity, and adaptability. If you’re a young executive, professional, or business owner dreaming of taking your brand global, let’s break down some strategies to make that dream a reality.

Understanding the Terrain

Here’s the thing. What works in one market doesn’t always work somewhere else. Before diving into a new region, you need to get to know the lay of the land. What do local consumers want? What are their habits, preferences, and even pain points? Spend time understanding the culture and trends. It’s not just about liking the same products—it’s about how those products fit into their daily lives. According to Harvard Business Review, global brands have a competitive advantage, but that doesn’t always mean that success would abound when they further internationalise and launch into a new market.

Take the beauty industry, for example. After understanding the local market, some brands are creating geo-targeted products, with their local consumers of interest in mind. According to Acaderma founder, Dr. Shuting Hu, “Environmental stressors have a significant impact on skin health, and generic products may not provide enough protection.” Similarly, fashion brands are tweaking their sizing, cuts, or even materials based on regional preferences. Doing your research helps you avoid costly missteps, and shows that you respect and understand the market you’re entering.

Collaboration: A Gateway to Success

You do not have to figure this out alone. Partnerships and collaborations are great access points. This could be with local distributors, retailers, or consultants. These partnerships can open doors, including navigating local regulations and understanding consumer behavior. Think about it as tapping into someone else’s expertise to fast-track your success. Gerrid Smith, Chief Marketing Officer at Joy Organics, said that “it is widely acknowledged that cooperating with manufacturers is beneficial for product development since manufacturers might suggest new materials, fabrication techniques, or designs.”