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Export Guide
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Marketing and branding your exports

Importance of having an export marketing and branding plan and documenting it
 

An export marketing plan acts as your blueprint for your intended export activities. It guides you in implementing your marketing strategies and executing the critical actions you need to achieve your export objectives.

When exporting to the international market, you will need to define your brand values with your overseas customers in mind, understanding their needs and wants in order for your export sales to be successful. As such, you will need to develop a branding plan to align your brand values to customer needs, aspirations and values. This will help ensure that you will be able to deliver your brand promise to your intended customers.

For lean enterprises, hectic day-to-day operations can consume much of your daily energy and focus. By pre-planning and laying out the implementation steps of your marketing and branding strategy before you execute, you can optimise your budget and reap cost-savings, and help yourself stay focused on your end goal as you adapt your actions to your daily business processes. When you document your pre-planned marketing and branding strategies in clear written form, you give yourself a quick reference guide that you can call upon as and when you need to modify your goal perspectives when making decisions during your hectic days. This will prevent you from straying from your intended path, ultimately helping you avoid costly detours that distract you from your export goals.

Issues to consider when developing your marketing and branding plan
 

When developing your own export marketing plan, some major issues you should consider are:

  • Your export market size in terms of demand and consumer characteristics and your export market environment in terms of your potential competitors. Try to predict possible future trends. Have you done a thorough market research to better understand the market you entering?
  • Your internal strengths and weaknesses. What are the opportunities and threats that you will encounter in your export market?
  • Your marketing mix for your product or service in terms of channels, promotion and publicity. How are you going to execute each of them?

When developing your own export branding plan, some major issues you should consider are:

  • Whether you should have a different brand for each export market
  • Whether you should have multiple brands with different pricing either across all markets or for each export market
  • What your brand values are and how you will be communicating them to your target customers effectively
  • Whether your brand is localised to the local culture and is not offensive or intrusive

 

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(Last updated on 18 December 2018 15:02:41)