How to build a powerful brand across the US
How to build a powerful brand across the US
The difference between marketing in South America and the United States through the eyes of a project manager with more than 18 years of experience in the global market.
BRANDING, Where to start?
Undoubtedly, when we talk about branding, the first thing many people think is the company’s logo, but branding is much more than that; branding is about you, your personality, your essence, and everything you want to reveal about your project. Building a strong brand on American soil is not an easy task, especially when we talk about immigrants trying to strengthen their brands here. To make things easier for you, I’ve put together 4 practical tips.
Ask yourself: Where am I, who am I talking to, and where do I want to go?
What position are you currently in with your brand? Is there a well-structured identity, a well-defined communication, and a traced plan? To have a strong brand in the American market, you need to clearly define the stages of your brand, know clearly your current position, know who your audience is and what they would like to receive. Most importantly, having a well-set goal of where you want to go — with these three points, you can certainly consolidate your company in the most competitive market in the world.
Invest in Visual Identity
Large brands heavily invest in their visual identity, but that doesn’t mean spending your budget without any direction. Investing in a visual identity that correctly connects with your audience is fundamental. Many companies enter the American market thinking that the brand they used in their country of origin is suitable for the American consumer profile. I’m sorry to say, that’s not the reality. Many brands use different names from their original when they decide to open a market in another country. Brands like Dannom, Tide, Lay’s, Burger King, and Good Humor use different names when they open markets in Latin America, Europe, Asia, and Oceania, adapting their visual identity. Without this, they wouldn’t be able to reach their final result.
Invest in Consistency
A good branding and a good brand positioning need time, and time is only used in the right way if you have good consistency. Do you think Coca-Cola sold a lot in its first year? Did McDonald’s have 100 stores in the first years? Or did Ford get their first car perfect in the first year? No, they all had consistency and focused on delivering their product in the way they believed and maintained their standard for long periods, until they hit the target, often without even being sure that tomorrow would be prosperous. But these companies have something in common: consistency, consistency, and more consistency.
Stop listening to internet gurus; study more and believe in your intuition
The most important thing for me after a long journey of more than 18 years working with global brands is to believe in my truth, believe in my intuition, and in what I am producing. In several projects I have been involved in over the years, if I had listened to many opinions that tried to bombard me during this process, I would have certainly failed. Following my truth is clearly about my branding. When I believe in my potential to make a project happen, it’s a sign that my branding is strong enough to make it work, and in the end, I always ask myself: Where am I, who am I talking to, and where do I want to go with this project?
Oberdam aguiar
CEO
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