{"id":1191,"date":"2016-09-30T00:00:00","date_gmt":"2016-09-30T00:00:00","guid":{"rendered":"https:\/\/www.motionpoint.com\/?post_type=blog&p=1191"},"modified":"2022-04-12T15:19:44","modified_gmt":"2022-04-12T19:19:44","slug":"ensuring-global-brand-consistency-online","status":"publish","type":"blog","link":"https:\/\/www.motionpoint.com\/blog\/ensuring-global-brand-consistency-online\/","title":{"rendered":"Brand Consistency Online: Reaching a Global Audience"},"template":"","blog_categories":[5,15],"resource_categories":[],"targeted_localized_audience":[],"document_categories":[],"class_list":["post-1191","blog","type-blog","status-publish","hentry","blog_categories-international-business-strategies","blog_categories-website-translation"],"acf":{"blog_short_description":"As companies expand into global markets, they're quickly confronted with the marketing challenge of brand consistency.","news_inline_styles":"","blog_video_id":"","article_body":"

As companies expand into global markets, they\u2019re quickly confronted with the marketing challenge of brand consistency.<\/p>\n

Questions abound for these companies. Can a brand maintain its personality and integrity\u2014critical ingredients that were likely forged in a Western, English-speaking market\u2014when entering foreign countries and serving new customers? How do nuances such as language and culture impact the communication and perception of that identity? Are slogans and iconography best left \u201cuniversal\u201d and leveraged worldwide, or should variations exist, depending on the market?<\/p>\n

Brands must be flexible, particularly in global markets. They must swiftly adapt to dynamic market conditions, clearly present their differentiating characteristics from local competitors, and be consistent enough to be recognizable to consumers no matter where they might be\u2014online or off. <\/p>\n

A Tricky Balancing Act<\/h2>\n

Marketers have long advocated for well-managed brand consistency across global markets. In fact, McKinsey & Company research suggests that brands that embrace this strategy are 20% more successful<\/a> than those that don\u2019t.<\/p>\n

Why? Ultimately, it comes down to consumer comfort. As global content distribution company Mimeo recently wrote<\/a>, \u201cWhen penetrating markets new and old, the value of a strong brand identity is immeasurable. It communicates an immediate subconscious trust in your products, which can positively impact conversions.\u201d<\/p>\n

This isn\u2019t easy to achieve\u2014even for a Top 20 Fortune<\/i> Global 500 company like General Motors. As Tim Mahoney, CMO of Global Chevrolet and Global Marketing Operations Leader at GM, recently told <\/a>Forbes<\/a>:<\/i><\/p>\n

\u201cOne of the biggest challenges I\u2019ve had is steering a global brand like Chevrolet and making sure the brand is both relevant and consistent across the 115 countries where we operate,\u201d Mahoney said. He later added: \u201cThis is a balancing act because you want to be as consistent as possible while also being locally relevant. \u2026 (K)nowing when to shift between the two is critically important.\u201d<\/p>\n

On one hand, brands that are \u201cdogmatic\u201d about brand consistency won\u2019t optimize their sales in some markets because they won\u2019t have local relevancy, Mahoney explained. On the other hand, brands that allow \u201ctoo much local adaption\u201d become increasingly difficult to recognize from market to market, he said.<\/p>\n

Brand Consistency: MotionPoint\u2019s Approach<\/h2>\n<\/p>\n

For more than 15 years, MotionPoint has collaborated with hundreds of companies to help them enter new markets in ways that preserve the integrity and verve of their brands, while engaging local consumers in culturally-authentic ways. We start by proving online experiences and offline content for these international shoppers in their languages of choice. (Check out our blog<\/a> to discover what to look for when hiring a reputable website translation partner.) But we don\u2019t stop with website translation. <\/p>\n

MotionPoint\u2019s technology and processes were built to ensure brand consistency across a company\u2019s entire global online experience, in whichever languages they choose. One of the most important ways we do this is by creating and maintaining a brand glossary<\/b>, or a repository of a company\u2019s preferred brand-related translations and translated creative copywriting. <\/p>\n

We also maintain dedicated translation teams<\/b>. These professionals, who remain with our customers\u2019 projects for months (or years) on end, ensure that a brand\u2019s content and marketing messaging is consistently and accurately presented across all global websites, in all languages. This is a compelling differentiator within our industry. <\/p>\n

However, as GM\u2019s Tim Mahoney mentioned, companies must strike a delicate balance between consistency and customization to maximize returns in global markets. MotionPoint accommodates this need by offering powerful solutions that allow for a company\u2019s local marketing teams (or other collaborators, including MotionPoint global marketing specialists) to customize the contents of a global website through localizations<\/b>.<\/p>\n

We\u2019ve found that this freedom should never be used to make drastic or sudden changes to a local website. Rather, it\u2019s best for companies to act incrementally and make small, smart changes to its localized content through testing.<\/p>\n

Local marketing teams should consider the translated site they\u2019ve inherited as a canvas of sorts, with a fantastic and consistent foundation laid out for them to customize. These customizations could come in the form of localized promotions, graphics, regionally-resonant verbiage and more.<\/p>\n

Applying these localizations should always start with a hypothesis\u2014either based on data, or on a cultural or market-specific nuance. Focusing on this hypothesis ensures that changes are made prudently, and that clear, trackable KPIs are created for efficient and smart testing.<\/p>\n

We\u2019ve also found that incremental changes help identify the true factors that might affect the optimization process. For instance: In some markets, highlighting specific product categories more prominently than others can boost engagement and conversions. (This is because these products are more important in some global markets than others.) By making judicious, methodical changes to the global website to accommodate this need, companies can more easily measure their impact. <\/p>\n

Case In Point<\/h2>\n

Considering these customizations and their consistency also matters. For example, we operate the Spanish version of a website for a healthcare company; the site permits users to log in to a portal system. In the sprit of linguistic consistency, the company wanted to translate the title of this helpful portal program. <\/p>\n

At first glance, this makes sense; after all, the translated name of the program would be theoretically easier to understand and remember for Spanish speakers. However, we soon discovered that despite the portal\u2019s widget being predominantly displayed on the Spanish site\u2019s home page, local users did not interact with the login widget.<\/p>\n

Why? The branding for the portal\u2019s English name was so potent, local users were searching on-site for the English name<\/i> of the portal system, not the Spanish one. Further, the company\u2019s employees continued to refer to the portal\u2019s English name while interacting with Spanish-speaking customers.<\/p>\n

We moved quickly to close this performance gap, but the lesson was clear: Paying attention to, and testing, the balance between brand consistency and market-specific localization is critical.<\/p>\n

Wrapping Up<\/h2>\n

As companies expand into new markets and consider their global branding efforts, it\u2019s often challenging to anticipate cultural nuances and the market-specific needs for localized content. Without reliable data and experience to test and make decisions, the process can become needlessly iterative and costly.<\/p>\n<\/p>\n

But MotionPoint\u2019s flexible platform<\/a> and experts can help. We\u2019ll get you into the international markets where you need to be … and help preserve the integrity of your brand, in whatever languages those market speak. 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