Page 37 - Branding Yourself and Your Business
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THINK GLOBALLY
There is a limited amount of space for your brand to grow in your
home country. Do not fall into the trap that many brands do
and start expanding because your brand has
reached a plateau in its category. You must think bigger than your
home country think globally. Think about being a consumer, how
often has just the word imported made you take a second look at a
brand. This happens so much that countries are known for certain
products. Are not Swiss watches seen as the best or Japanese
automo-bile seen as more reliable, and does not the best wine
come from France and beer from Germany? This might not be the
case, but when consumers hear these countries names and
products it is what the majority of them believe.
Consumers would think the total opposite if you were trying to
sell cars from El Salvador, wine from Zimbabwe, watches from
Mongolia, and beer from Fiji. These countries have no history of
producing quality products so consumers would look at those prod-
ucts as inferior and would likely stay away from them.
To be able to be successful in the global market, there are some
factors that will help you get there. Ideally, your brand will be the first in
its category to go global, giving you all the same advantages of
