Branding Considerations when Setting up an International Business

international business expansion

Setting up an international business is very exciting but can also be exceptionally challenging and overwhelming at the same time. There are so many things to plan for and consider, from funding to structuring infrastructure, and crucially, branding.

Branding is a way of distinguishing yourself from your competitors and clarifying what it is you offer that makes you the better choice. It has to be a true and clear representation of your company and how you wish it to be perceived.

If you’re planning on building an international business, here are some key things you need to consider in your branding.

Choosing a brand name

Selecting a name for your business is one of the most crucial parts of branding and takes a lot of work. Much will depend on where you set up your headquarters; if you use the U.S. as your base, then you need to be aware of the local legalities when naming your brand, especially if you have chosen not to be a sole proprietorship.

When registering as a limited liability company in your state, it’s essential to ensure that your chosen name hasn’t been taken by any other company in your area. You can research this on social media and your Secretary of State’s database. Once you’ve chosen your name, you can register it as a trademark and get a domain name for your business. If your headquarters are abroad, make sure that you double-check all the requirements for naming your company so that you don’t face any unexpected lawsuits down the line.

It might be tempting just to choose a name quickly, but taking the time to do the research is vital since any small decision or change in the name can dramatically impact your brand’s chances of succeeding both domestically and internationally.

Brand logo and images

Another issue you must consider carefully is your brand logo, as it is the symbol of your brand’s identity. You should aim to design a logo that is distinctive, appealing, practical, simple in form, and also, appropriate.

There are intrinsic values that logos attribute to your company, which you need to keep in mind as you set up your business internationally. And just like choosing your brand name, it’s also necessary to research your new market, from its cultural traits to the locals’ preferences. This is so that you can avoid any form of misinterpretation of your brand.

This also applies to any images that you use to market your company. Using images that are from your own culture may be misinterpreted by your target market. A good way to avoid this is by proactively testing your logo with locals and working with a professional localization service to ensure that what you’ve come up with is culturally appropriate and understandable.

Marketing content

Another key attribute to consider for your branding is your marketing content. Your marketing content isn’t just important because it can generate sales leads; it’s also fundamental because it’s how you can effectively connect with your clients or customers. And in today’s age, customers expect high-quality and consistent content from brands they want to support. As you set up your international business, localizing your marketing content shouldn’t just mean directly translating it.

It’s imperative that you study the way your target market communicates daily and also make sure that you have people in your team who know the culture you’re marketing to. Never promote, share, or publish any marketing material internationally without cross-referencing it with someone fluent in your target market’s language and culture. It’s pivotal that not a single phrase is misinterpreted by locals, as this could greatly affect your business’ reputation. And if you’re struggling with localizing and effectively translating your marketing content, you may check some marketing translation services and get a quote today.

Final thoughts

By making sure these aspects of your branding are taken care of, you will have already started your journey to having a well-defined brand. But don’t forget that, as crucial as it is to plan for your branding, it’s also paramount to be constantly vigilant and ensure that you deliver what your brand’s promise is from the very start.

When you’re ready to take your first steps into expanding into international markets, you will need a reliable translation service provider. At BeTranslated, our talented translators and experienced project managers will help ensure your business is well received by its new audience. Get in touch today for more information or a free, no-obligation quote.