In order to succeed on the road to internationalisation, there are several aspects to be taken into account, among which brand building figures significantly.
But …. what is the brand?
Business activity, whether at the retail, neighbourhood or global level through large corporations, is based on a simple premise:
Brand is trust
And trust is fundamentally based on knowledge of the product, its functionalities, attributes, price and performance, as well as the certainty that it meets expectations in a way that is superior to other similar products you may find in the market.
If these conditions are met, “I will be willing to hand over my money”.
The brand is strongly associated with our subconscious and once the connection has been successful, it is very difficult to break; we are creatures of habit and we do not like to leave our comfort zone, nor do we like to feel let down or deceived.
So how can we help build the brand in international markets?
Once a company decides to embark on the path of internationalisation, there are three clearly differentiated but sequential phases:
The first is hydration: The product, the brand and all that goes with it need a substrate and a catalyst element. The seed is hydrated and through it begins its development and growth. At this stage the plant (or seedling) is fragile and must be cared for and pampered, identifying all the risks that can damage it. An Export Manager acts like a gardener who knows his garden and tends his orchard, looks for and prospects for alternatives and offers solutions.
The second is germination: The seed develops into a new plant, small at first, but with enough nutrition and lighting it will gradually grow and make its way into the forest of the market. Work, effort and perseverance to develop the product and the brand where necessary.
The third is growth and fruiting: At this stage the plant is robust, withstands the weather, insects and animals and delivers its full potential. The brand is recognisable and recognised in the market, it brings confidence and credibility to consumers who demand and request it in those countries where it is found.