Why 99.99% Brands Don’t Go Global?

Why 99.99% Brands Don’t Go Global?

by Abhishek Srivastava

You are always worried about increasing sales and growing your business. But unfortunately, 99.99% brands don’t go global.

Have you ever thought WHY?

Of-course not, because all those companies who repeatedly fail in achieving sales lack in brand ideology and value proposition.

Let me tell you HOW? Let’s take an example at Global Level

Let’s take a case of a brand DOVE:-

Example: What made DOVE a world famous brand?

Of-course not the name, logo or tagline. But it’s ideology and value proposition that made DOVE a world-famous brand.

Brand Ideology of DOVE:

It believes that the world would be a better place if women’s are allowed to feel unique about themselves.

Value Proposition of DOVE:

Dove is committed to helping women realize their personal potential for beauty by engaging them with products that deliver real care.

Let’s take an example at country Level 

The political parties of the country are the biggest examples of a great brand.

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Again Why? Brands Don’t Go Global

Because each party has its different ideology that connects them to each and every citizen of the country which makes them a recognized and trustable brand for the people who believe in their ideology i.e. “it can bring a change or transformation for the society.”

Why is Brand Ideology necessary?

Proven facts according to Millward Brown’s brand ideal study:-

  • The world’s 50 best businesses were built not just on innovative products or services but on IDEALS.
  • Those who centered their businesses on ideals had a growth rate triple that of competitors in their categories.
  • These IDEALS are a source of inspiration externally among customers, as well as a compass for internal decision making.

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It’s aptly true:- 

“A little knowledge is a dangerous thing” which can be seen in the present scenario of globalisation leading to failure of immature businesses or startups.

Lack of Knowledge among Marketing Executives! 

Aylin had the opportunity to talk with the top level marketing executives of most companies, they told Aylin how important is branding for their business. However, when Aylin Branding experts peel back the onion, they too often find that majority of marketing executives don’t really understand the importance of branding or how it gives control over their other marketing strategies. In particular, they don’t seem to understand how good branding gives them better control over pricing and distribution.

Branding a Misconception:

99% agencies don’t work deeply & closely with brands which in turn leads to leakage of sales. Nowadays, many companies or customers mis-interpret digital marketing with branding which is a misconception and many brands fall in a trap with no gain in the result at last.

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What Aylin experts noticed from many years of experience in online marketing is that marketers probably think branding involves the following:

  1. Name, Logo, color schemes, and website design – What should my company name be? What should my logo be? Which could be the best color scheme for my business? How do I go about with my web design?
  2. Brand mentions, links, and social popularity – Marketers believes that their visibility has to be as much as possible because this promotes brand recall.
  3. SERPs visibility, ad campaigns, and other promotional efforts.

If you are a marketer and you answered any of the above, then you’re looking at branding in a wrong way. The points mentioned above are all marketing tools and strategies, and they only scratch the surface of branding.

What’s the difference between marketing Vs branding?

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Let’s describe marketing and branding in details to understand more clarity of thoughts.

Marketing is constantly & actively promoting a product or service. It’s a push tactic. Marketing is pushing out a message to generate sales results: “Buy our product because it’s better than theirs.”

There might be another factor like it’s cool, or this celebrity likes it, or because you have this problem and this thing will fix it, etc.). This is just oversimplification of ideas, but that’s it in a nutshell.

This is not branding. But the failure of a brand from creating its legacy.

Branding is the articulation of the essential truth or value of a company or an organization, product, or service. It is communication of characteristics, values and attributes that clarify about the particular brand or its ideology.

A powerful brand messaging will encourage someone to buy a product, and it directly supports whatever sales or marketing efforts or activities are in play, but the brand doesn’t  explicitly communicates or say ”buy me”. Instead, it delivers the communication in way:-

This is what I am. This is why I exist. If you agree, if you like me, you can buy me, support me, and recommend me to your friends.

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Marketing is tactical whereas branding is strategic.

Marketing is an activity that may contribute to a brand, but brand is bigger than any particular marketing effort. The brand builds a great legacy and remains even after the marketing activity has swept through the room. Brand is what actually sticks in your mind (or the perception it creates in your mind associated) with a product, service, or organisation—whether or not, at that particular moment, you bought or did not buy.

The brand is ultimately going to reflects “its characteristics, values, and attributes in each and every communicational aspects” either you become a loyal customer or not. The marketing may convince you to buy a particular iPhone, and maybe it’s the first luxury phone you ever owned, but it is the brand that will determine if you will only buy iPhone for the rest of your life.     

The brand is built from many things by considering many factors into play. The most important among these things is the lived experience of the brand. Like in the case of iPhone ”Did that phone deliver on its brand promise of reliability? Did the manufacturer continue to uphold the quality standards that made them what they are? Did the sales guy or the service centre technicians know what they were talking about? 

When Marketing Ends, Branding Begins! Marketing unearths and activates buyers. Branding makes loyal customers, advocates, even evangelists, out of those who buy.

This process works similarly for all type of business and organisations. All organisations must sell (including non-profit). Their selling techniques may differ, and everyone in an organisation is, with their every action, either constructing or deconstructing the brand. Several factors involved in inspiring or deterring brand loyalty i.e. every thought, every action, every ad, every marketing promotion for the organisation may affect the sales if any of the above factor is exposed to it.

Financial Impact of Marketing and Branding

The major driving force for the organisations and businesses are its financials.

  1. As per the financial experts, Is marketing a cost centre? Yes, if poorly researched and executed marketing activities can certainly be a cost centre, but well-researched and well-executed marketing is an investment that pays for itself in sales and brand reinforcement.
  2. Is branding a cost center? Yes, it is cost center but the return is loyalty and legacy. Other forms of return can be seen in organizational results like salespeople whose jobs are easier and more effective, employees who stay longer and work harder, customers who become ambassadors and advocates for the organization.

Branding is an essential element for the success of a business or non-profit as having financial coherence, having quality employees, or having a lucid vision for the future.

It’s essential for a successful operation. So yes, it’s a cost center, like good employees, financial experts, organizational innovators, inventors, and executives. They are cost centers, but what is REALLY costly is not to have them, or to have substandard ones.

By Abhishek | Director at Aylin Global | Director at Merel Sales and Marketing Private Limited

3 Comments

  1. The class of an article is masterpiece. It really shows the hidden reflection of truth for the brands and marketers who are unsuccessful.

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