More of Robin’s brand identity secrets revealed!
For nearly a quarter century I’ve used a “cheat sheet” I developed early in my career to help clients determine the ideal time to update or change their identity programs. I’m finding it especially valuable in today’s market as more healthcare companies feel the pressure to go global, so I’ve been revealing it piece by piece for the last few weeks. (Read Part 1 and Part 2.)
Here are five more goals many companies have when they branch out into the international arena. If any of these objectives are important to your company, you may want to give serious thought to how your branding should respond.
9. Solidify a multifaceted corporation
The best-laid plans of corporate America don’t always go awry, but the best opportunities for profit aren’t always the ones you plan for. From penicillin to Viagra, the healthcare industry has a history of creating breakthrough brands while trying to come up with something else. Unexpected successes like these can take your company in unexpected directions, and new ventures can also fragment your marketing efforts. Revising your image is a great way to weed out obsolete elements and redefine your organization as a more diverse company.
10. Unify and standardize for future growth
Another way to get a diverse collection of brands under control is to combine them into a larger whole. This is especially useful if you’ve recently been involved in a merger or acquisition, or if you’re laying the groundwork for future expansion.
11. Modernize or update your look
Shifting trends, generational differences, and changes in technology can influence what buyers expect trusted brands to look like. Adapting to these changes doesn’t mean losing your identity; many of the world’s strongest brands have maintained and enhanced market leadership with periodic updates. Time isn’t the only factor to consider. Going global will expose you to different cultures and ideals— adapting your brand to this wider audience may be critical to your survival.
12. Project stability and viability to international business community
No matter how well established you are back home, you’ll need to prove your credibility and staying power to each new culture you reach out to. Sometimes you’ll have the benefit of a good reputation backed by local awareness or demand for American products, but more often you’ll be starting from scratch. You’ll want to make sure your identity conveys the image you want in a way that resonates with the local culture.
13. Build a favorable attitude toward the corporation, its products and services
Many people worry about making a cultural mistake when they go global. (Remember the Chevy Nova story? It’s not true, but everyone still quotes it.) But you can do far better by getting to know how your new markets—and their healthcare systems—really work. Even a small amount of fact-finding can help you tailor your branding to their culture and needs, and perhaps even create the kind of unexpected successes I mentioned in point #9.
I’ll reveal the last four items on my list next week. In the meantime, I encourage you to give your healthcare brand extra opportunities to succeed by downloading our new parathink briefing: Meeting 21st Century Challenges to Global Healthcare Brands. It’s a fast-reading special report specifically designed to help US healthcare companies succeed worldwide. Click here to get your free copy.
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