Becoming a global brand has it’s challenges. Companies need to create a strong brand identity, but when entering a new market, your communication and messaging may not target the right customers. How do you maintain consistency as you expand, while resonating within your local markets? You need a local execution strategy to attract the right customers.
Julio Terra, Director of Technology and Design at Kickstarter says ”A lot of companies are looking to launch in the U.S. through Kickstarter. They keep certain aspects of the visual identity very consistent, but have some flexibility in their communication to connect with the customers in the US.” One challenge he often sees is having the right person understand what the needs are of the market and how to communicate in the U.S.
Two common errors startups encounter when they enter the US market:
Authenticity — People, especially millennials, connect with emotion. A lot of brands on Kickstarter, as Julio points out, come off as fake. This comes across in all of the aspects of communicating the brand, such as the format of the video, the picture of the products, how the updates are communicated. How you are presenting your startup is what makes you feel real. Stay away from fake voiceovers and non personalized videos, remember emotional connection is key!
Understanding your audience — Many campaigns on Kickstarter are overly complicated, there are many things the product does, but it’s unclear what they do really well. This makes it hard to connect and resonate with their audience. Knowing who your audience and target customer is, allows you to better understand how to get them excited about your product. The most successful campaigns have a deep understanding of who they are communicating with.
Daniel Andersson from Spring Design Partners outlines the critical components to avoiding these mistakes “Be clear on what emotion you want to create, don’t step away from who you are, never let go of the core idea, but be flexible on execution, and keep your message defined to one single target.”
What should you be focusing on?
- Take a pause, define your solution and how you want to communicate it. The more you can be specific before you are executing, the best it is.
- Set the communication on what the vision is, define the value, pay attention to how you are positioned on all the public things that you do.
- Adrian Curiel, from LiveLike VR says “Commit and own it!” Once you have made your decisions commit to it and own it through everything you do. Consistency is key, and keeping with your choices strengthens your voice and positioning.
How do you test the market to optimize your communication?
Listen to your customers. Understand who they are and their experiences, it’ll help you readjust your branding to them. Julio from Kickstarter suggests sending A/B messaging tests or using a sample of panelists. It’s hard to track and measure scientifically, but can help you identify a resonating emotion.
“It’s always a challenge though,” says Daniel Andersson, “We help you on getting more efficient, quicker. When it comes to product development you can try to make it perfect, but by the time it’s done, the customer has already an other solution”
If you want to see the whole event, watch the Facebook Live!