Quelles sont les erreurs les plus courantes à éviter lors du positionnement de votre marque sur un nouveau marché ?

One of the gravest errors in market expansion is the assumption that what works at home will work abroad. Brands often overlook the nuanced differences in cultural context, leading to missteps. To avoid this, it's crucial to localize your brand identity, ensuring it resonates with the new audience's cultural and social norms. This doesn't mean a complete overhaul but rather a thoughtful adaptation that maintains your brand's core while being sensitive to local preferences and perceptions.

If entering a new market, you need to consider these key steps: Customer Research Invest time in understanding who your customers are and what drives their purchasing decisions. Basically, how different are their local sensibilities? Localized Messaging Based on the feedback above, you then need to amend your brand message to align with local language and communication styles. Brand Flexibility And lastly, be ready to adjust your marketing strategies in response to local feedback and consumption patterns.

When entering a new market I strongly recommend first cross-analyzing. your core audience, your highest-performing segment, your lowest-performing segment, and your new. See where they overlap, share affinities, which are adjacent and what is individual to each audience. This does a few things: 1) It ensures your tone, brand messaging, and value prop ladder into each other and does not conflict. An easy trap to fall into is create new value props for the new market that conflict with your core. TUrning your core away. 2)Creates benchmarks and outlines the market differences, allowing you to measure market success apples to apples 3) It creates efficiencies in strategy and asset use - saving that budget for it has a bigger impact

Copying what's already out there only positions your brand as a follower. Just another brand in the crowd when you're actually meant to stand out! Instead of building trusted relationships with your audience, imitations erode your credibility. And wait, there's more! Head this way, and you could be stepping into a legal minefield of intellectual property infringement. So what's the plan? Start with a solid, one-of-a-kind strategy. Build on being unique. Strive to be different, and mark your territory. Own a little piece of it. Especially for early-stage startups… It's better to be the head of a mouse than the tail of a lion.

Imitation might be the sincerest form of flattery, but in branding, it's a pitfall. When entering a new market, it's tempting to mirror successful competitors, but this strategy can backfire, making your brand seem unoriginal or out of touch. Instead, carve out a unique niche by leveraging your distinct value propositions and brand story. This differentiation is what will make your brand stand out and appeal to the new market's consumers.

I can't stress enough the importance of carving out a unique niche rather than mimicing competitors. It's not just about being different - This is about being relevant. When you enter a new market, it's tempting to mirror successful brands, thinking their approach will guarantee similar results. This doesn't work. Your strategy must be informed by a deep understanding of local consumer behavior and how your brand can meet those specific needs in ways your competitors cannot. It’s about creating a space where your brand can speak directly to the consumer, showing them something they haven’t seen before, rather than blending into all the noise.

When positioning your brand in a new market, whilst trying to maintain a level of global consistency, copying your competitors is the worst thing you could do. The whole point of the exercise is to be meaningfully different to them!

In the pursuit of new markets, brands sometimes shift focus away from their loyal customer base. This oversight can dilute brand equity and erode trust. It's essential to balance the excitement of reaching new customers with the commitment to those who have brought you success. Communicate openly about your global journey, ensuring existing customers feel included and valued. This approach not only maintains loyalty but can also turn existing customers into advocates for your brand's new chapter.

My fav strategies to maintain a strong relationship with your loyal customer base: - Use digital advertising techniques like retargeting and remarketing to stay on the radar of your existing customers. This approach re-engages those who may have become less active over time. - Divide your customer base based on their preferences, buying habits, and demographics. This allows you to customize your marketing messages and offers for different customer groups. Recognize that your existing customers may have unique needs and expectations compared to new prospects. - Create a community between your customers. Make online forums and social media groups where they can interact with each other and share their experiences with your brand.

Focus on unmet market needs, not personal preferences. Don't forget post-positioning product enhancement. Positioning isn't just a strategy; it's a journey. Strengthen skills, capabilities, and processes to back your expertise claim. The race starts after staking your claim, and true experts combine a brave decision with relentless work for successful positioning.