The world is only getting more globalised as we talk, and it can seem like an easy strategy to reach global consumers with engaging content on the biggest and most influential social media platforms. Facebook, Instagram, Twitter, SnapChat, YouTube, etc., are popular in most contries, however, setting up a strong local-global strategy for a multinational brand can be highly effective. As even Facebook has made it possible to localise content to different region, it is crucial to consider what to standardise and what to customise.
What to Standardise
With a global and local representation, there are some elements in the digital branding that can be standardised across contries or regions. However, it is crucial to do a lot of research to understand a culture or region:
- Visual Branding: Keep the entire visual branding or elements to be consistent across all digital channels.
- Brand Personality: Keep the most basic traits of the brand personality across all global social media platforms. If your brand personality is to be exciting and fun, then keep these traits but adapt the joke and how you tell it.
- Benchmarking Practices: Compare processes and performance metrics such as fan growth, interactions, replies, etc., with your competitors across all digital platforms.
What to Customise
The strategies on what to standardise and what to customise will depend on your brand, values, goals, and target audience. Nevertheless, some elements are worth considering:
- Language: There are language barriers in a lot of countries, and adapting the language can be crucial if you want interactions and engagements on social media platforms.
- Cultural Preferences: Some colours, shapes, features have different cultural significance and meanings, and have to be adapted. Be sure to do your research.
- Ethics and Values: Be sure to adapt to local ethics and values when posting on social media platforms. These can be based on religion, traditions, etc.
- Positioning: Twist your single-minded proposition to fit the different cultures. This will create more relatable content and engage consumers.
What is Next?
It can be difficult to decide when to standardise and when to customise. If you need help or have any questions, leave a comment or contact me.
