How to coordinate brand voice across global branches
It’s important to have a unified voice, but courting an international customer base presents unique challenges. Here’s how to overcome them.
Defining your overarching identity and tone is an important yet challenging step toward creating a strong marketplace presence. The goal is for your content across every channel to still come across as yours to your audience, even if it doesn’t have your name on it.
Take that idea and apply it to global brands, with localized content teams all working with their own external resources and freelancers, and you can begin to see a super-sized challenge.
Luckily, there are ways to ensure your brand voice is flexible to fit within each of your markets, without sacrificing your core brand identity and values.
Global brand challenges
Even when confined to the United States, a company can be hard-pressed to use identical language across states (or even within some states) and find success. Billboards in San Francisco are splattered with colloquial lingo that would make L.A. audiences turn up their noses, and those cities are only a few hundred miles apart.
Communications become complicated on a much grander scale for global brands for a multitude of reasons:
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