International Positioning Process Versus Branding

In a recent conversation with a very professional marketing executive there was a moment of confusion between international business positioning and branding.

I thought it would be a good idea to go into this a little here.

The fact is that most business executives work in companies that have long established their basic market positioning.  This knowledge and skill has long been filed into the the unconscious expertise sections of their brains.

In many cases, this basic business positioning skill has often been filed away for so long that the skill is almost forgotten.

Positioning Is Key

When you expand into international markets you must review the positioning of your business in this new market.  This is one of the first things you need to do.

Your international communication, marketing and sales depends on how you need to position your business in a new foreign market.  In fact, how you need to position your business in new foreign markets may end up influencing all aspects of your international business as a whole.

If this is your first time you are taking a business into an international market, you will probably find it hard to get rid of all of your most basic business assumptions.

The assumptions came from positioning your business in your primary market.   And the problem is that these assumptions may or may not be wrong.

In fact, some of the biggest international business blunders happen because these assumptions are never questioned.

A Process Gives You The Information

This is why it is important to first create a process to verify how

• your business,
• your product,
• your offer,

…needs to be positioned inside your new foreign market.

You will probably not be able to do this accurately sitting in your office, miles and miles away from your foreign market.

In fact, you will often need information directly from your foreign markets.

And many times, you will only get answers after you start communicating and selling your products to your new foreign clients.

Now, some large companies have marketers who work on product positioning. That is an advanced aspect of… well… product positioning.

What I am talking about here is positioning your business at its core.

This is why you need a process.  A process where you look for, stimulate and analyze information specifically about your positioning.

This Is Not Branding

Now, when I spoke to the marketing executive I mentioned earlier and described this positioning process, she thought it was about branding.

She had grasped it was a process.

A good thing.  Many people think it is a one off piece of preliminary research… which can get you into trouble.

But she was putting this process at a higher level and was associating the process with branding.

No.

Positioning is not about branding your company’s image in a foreign country.

To make it easy, let’s use an image…

On Maslow’s Hierarchy Of Needs Pyramid…

• Branding would be close to the peak of the pyramid - it is what you do once you can sustain survival.
• International positioning would be close to the bottom of the pyramid - it is one of your first concerns for survival.  .

How you position your business, your products, your offers, is linked directly to your company’s survival. Get this wrong and you will never make it to international branding.

I have to add a side note here…

The word “branding” takes on different cultural tones in different markets.

• American branding takes on their strong “individualism” cultural behavioral traits.
• French branding has an intellectual and “cultural”… or dare I say “snobish”…  undertone.
• British branding is also very interesting… hmm, I can’t quickly find a generalization to describe it, probably because I understand it too well, but it is worth looking at with a critical eye.

If you are working on branding your business in different cultures, beware of different meanings for the word “branding” in different cultures… even when you think you are on the same page, you may not be.

Your Process To Define Your Positioning

So, we have already established how critical it is to get the right positioning for your international business.

And, you understand that you need feedback from your foreign markets to verify your positioning.

Have a look at a previous article about how MTV had to review its positioning in its Indian market.  They were only able to do this because they had a process in place to verify their positioning.

Read The Whole Story

Integrate Your Positioning Into Your Marketing

Guide 4 - Build Your International Marketing Strategy • Once you know how to position your business you can integrate this into your marketing Find out more about international marketing here.

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Cross Cultural Web Tools For Countries With High Individualism Cultural Behaviors

Last updated 16 August 2008

There are 5 different scales of cultural behavioral traits.

• High Individualism versus High Collectivism Behavior
• Uncertainty Avoidance versus Low Uncertainty Avoidance Behavior
• High Power Distance versus Low Power Distance Behavior
• High Masculinity versus High Femininity Behavior
• High Context versus Low Context Behavior

Important: Read the Basic Guidelines For Using Cross Cultural Communication Web Tools before implementing any of these web tools.

Today we are only going to look at the web tools for the high individualism behavior trait. This is part of the high individualism versus high collectivism behavior scale.

Traits Of High Individualism Cultures

Some cultures are described as being high on the scale of individualism. These cultures have strong beliefs in:

• Personal goals

This is opposed to the other end of this scale, cultures high on the scale of collectivism, which have strong beliefs in:

• Group goals

Cross Cultural Web Tools For High Individualism Cultures

There is more than one cross cultural communication web tool you can use to appeal to each of the different cultural behavioral traits.

Here are the web tools you can use on your website to communicate better with cultures who score high on the behavioral scale of individualism:

How Personalization Helps To Sell Across Culture

When To Use Themes Of Independence In Your Web Communication

Where To Use Your Privacy Policy For Better Online Business Results

The Place For Your USP On Your Website

These 4 web tools respond well to the traits for cultures high on the individualism scale. Read more details for each of these web tools in the articles in the Web Tools For Cultural Communication Guide.

There is lots more on the different cultural behaviors in the June issues of the Get International Clients Weekly Newsletter. Sign up quickly for more tips and ideas for getting more out of your international marketing.

Important Notice

Basic Guidelines For Using This Web Tool

If you have not read the Basic Guidelines For Using Cross Cultural Communication Web Tools as mentioned in the very beginning of this article, please do so before implementing any of these web tools.

You need to look at the whole picture of all five cultural behaviors before tweaking how you use the specific web tools outlined here.

Use these cross cultural web tools to inspire you to improve your web communication with your international clients.

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Guide To Cultural Web Tools

Last updated 6 November 2008

In This Business Guide:

Basic Guidelines For Using Cross Cultural Communication Web Tools
High Individualism versus High Collectivism Behavior

• High Individualism Behavior
• High Collectivism Behavior

High versus Low Uncertainty Avoidance Behavior

• High Uncertainty Avoidance Behavior
• Low Uncertainty Avoidance Behavior

High versus Low Power Distance Behavior

• High Power Distance Behavior
• Low Power Distance Behavior

High Masculinity versus High Femininity Behavior

• High Masculinity Behavior
• High Femininity Behavior

High versus Low Context Behavior

• High Context Behavior
• Low Context Behavior

More From Cindy
Read The Whole Story
Need Help?

What are cross cultural communication web tools?

These are all the different things you can emphasize on your website to communicate more effectively with different cultures through your website.

These web tools are not absolute remedies to barriers in your cross cultural communication. You will need to find the right mix of different web tools to communicate effectively with your particular markets.

• Different cultures respond to different things.
• They have different communication needs.
• And it is never a simple mix of tools.

Important Guidelines Before You Start

Please read these guidelines before you implement any of these cross cultural communication web tools:

Basic Guidelines For Using Cross Cultural Communication Web Tools

High Individualism versus High Collectivism Behavior

Cross Cultural Web Tools For Countries With High Individualism Cultural Behaviors Click here to find the web tools you should pay attention to for cultures with a High Individualism Behavior

Cross Cultural Web Tools For Countries With High Collectivism Cultural Behaviors This is where you find the web tools ideal for cultures with a High Collectivism Behavior

High versus Low Uncertainty Avoidance Behavior

Cross Cultural Web Tools For Countries With High Uncertainty Avoidance Cultural Behaviors Have a look at the web tools for cultures with a High Uncertainty Avoidance Behavior

Cross Cultural Web Tools For Countries With Low Uncertainty Avoidance Cultural Behaviors Find out which web tools you should concentrate on for cultures with a Low Uncertainty Avoidance Behavior.

High versus Low Power Distance Behavior

Cross Cultural Web Tools For Countries With High Power Distance Cultural Behaviors These web tools will improve your communication with cultures with a High Power Distance Behavior

Cross Cultural Web Tools For Countries With Low Power Distance Cultural Behaviors Learn about the web tools important to use in cultures with a Low Power Distance Behavior

High Masculinity versus High Femininity Behavior

Cross Cultural Web Tools For Countries With High Masculinity Cultural Behaviors Discover the web tools you need to use to communicate with cultures with a High Masculinity Behavior

Cross Cultural Web Tools For Countries With High Femininity Cultural Behaviors Use these web tools to create more intimate communication in cultures with a High Femininity Behavior:

High versus Low Context Behavior

Cross Cultural Web Tools For Countries With High Context Cultural Behaviors Read about the web tools you need for better communication in cultures with a High Context Behavior

Cross Cultural Web Tools For Countries With Low Context Cultural Behaviors Highlight these web tools for improved communication in cultures with a Low Context Behavior

More From Cindy

Interested in reading more on my personal opinions and experiences with cultural communication tools?

CindyKing.biz on cross-cultural communication

Read The Whole Story

This is part of the Get International Clients Business Guide 8 Improve Your International Business Development Plan This is where you can find out how to improve your international business development

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Need instructions?

• Instructions on how to use Your International Sales Road Map

Need to see where this fits in?

• A complete list of current Core Business Guides & Sub Guides for Your International Sales Road Map.

Still confused? Review your answers in the first Core Business Guide

• Core Business Guide 1 - Discover Your International Business

Simply click on one of the 8 different color coded boxes immediately below to access other core business guides.

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The Place For Your USP On Your Website

Last updated 16 August 2008

There are fives scales to measure different cultural behaviors. There is more than one tool you can use to appeal to each of the different cultural behavioral traits.

Important: Read the Basic Guidelines For Using Cross Cultural Communication Web Tools before implementing any of these web tools.

We have covered 3 web tools for cross cultural communication to cultures with high individualism behavioral traits: Read more

Where To Use Your Privacy Policy For Better Online Business Results

Last updated 16 August 2008

There are fives scales to measure different cultural behaviors. There is more than one tool you can use to appeal to each of the different cultural behavioral traits.

Important: Read the Basic Guidelines For Using Cross Cultural Communication Web Tools before implementing any of these web tools.

We have covered 2 web tools for cross cultural communication to cultures with high individualism behavioral traits:

• Personalization
• Themes of independence

Privacy Policy

Let’s look at a third web tool for cultures with high individualism culture behavioral traits:

• Privacy policies

Cultures with high individualism traits, such as all of the major English speaking cultures, like to be informed clearly of your privacy policy.

Let’s review the cultural behavior of high individualism behavior traits:

Traits Of Cultures With High Individualism

Some cultures are described as being high on the scale of individualism. These cultures have strong beliefs in:

• Personal goals

This is opposed to the other end of this scale, cultures high on the scale of collectivism, which have strong beliefs in:

• Group goals

Here’s one thing you can do to communicate better with your clients in these cultures:

Highlight Use Of Your Privacy Policy

In these cultures you can need to clearly indicate your privacy policy. You need to state how you:

• Treat all personal information
• Use all personal information
• Protect all personal information

For all major English speaking cultures this is a standard web tools. Remember, it is all about finding the right emphasis on how you use these web tools to create good cultural communication.

Use these cross cultural web tools to inspire you to improve your web communication with your international clients.

There is lots more on the different cultural behaviors in the June issues of the Get International Clients Weekly Newsletter. Sign up quickly for more tips and ideas for getting more out of your international marketing.

Important Notice

Basic Guidelines For Using This Web Tool

If you have not read the Basic Guidelines For Using Cross Cultural Communication Web Tools as mentioned in the very beginning of this article, please do so before implementing any of these web tools.

You need to look at the whole picture of all five cultural behaviors before tweaking how you use the specific web tools outlined here.

Rate this:

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When To Use Themes Of Independence In Your Web Communication

Last updated 16 August 2008

There are fives scales to measure different cultural behaviors. There is more than one tool you can use to appeal to each of the different cultural behavioral traits.

Important: Read the Basic Guidelines For Using Cross Cultural Communication Web Tools before implementing any of these web tools.

Last week we looked at the first web tool for cross cultural communication to cultures with high individualism behavioral traits:

• Personalization

Independence

Let’s look at a second web tool for cultures with high individualism culture behavioral traits:

• Themes of independence

Cultures with high individualism traits, such as all of the major English speaking cultures, generally respond well to themes on independence.

Let’s review the cultural behavior of high individualism behavior traits:

Traits Of Cultures With High Individualism

Some cultures are described as being high on the scale of individualism. These cultures have strong beliefs in:

• Personal goals

This is opposed to the other end of this scale, cultures high on the scale of collectivism, which have strong beliefs in:

• Group goals

Here’s one thing you can do to communicate better with your clients in these cultures:

Highlight Use Of Independence

In these cultures you can empathize themes on independence with images and reference to:

• Self-reliance
• Achievement
• Self-recognition

Major English speaking cultures will respond well to these web tools. Remember, it is all about finding the right emphasis on how you use these web tools.

Use these cross cultural web tools to inspire you to improve your web communication with your international clients.

There is lots more on the different cultural behaviors in the June issues of the Get International Clients Weekly Newsletter. Sign up quickly for more tips and ideas for getting more out of your international marketing.

Important Notice

Basic Guidelines For Using This Web Tool

If you have not read the Basic Guidelines For Using Cross Cultural Communication Web Tools as mentioned in the very beginning of this article, please do so before implementing any of these web tools.

You need to look at the whole picture of all five cultural behaviors before tweaking how you use the specific web tools outlined here.

Rate this:

2.5

How Personalization Helps To Sell Across Cultures

Last updated 16 August 2008

There are fives scales to measure different cultural behaviors. There is more than one tool you can use to appeal to each of the different cultural behavioral traits.

Important: Read the Basic Guidelines For Using Cross Cultural Communication Web Tools before implementing any of these web tools.

Today we will look at the first web tool for cross cultural communication to cultures with high individualism behavioral traits:

Personalization

Use this web tool for cultures with high individualism culture behavioral traits:

• Personalization

Cultures with high individualism traits, such as all of the major English speaking cultures, respond well to personalized communications. Read more

Basic Guidelines For Using Cross Cultural Communication Web Tools

This is the beginning of a new series on Cross Cultural Communication Web Tools.

Before we start, I need to set important guidelines.

I am going to spend the next couple of months covering one different cross cultural communication web tool each day. These are web tools for you to use when marketing to specific foreign cultures.

I will give you web tools for each of the two different ends of the five scales of cultural behaviors. But it’s important to remember certain guidelines when implementing these tools.

Let’s have a look at the basics in using these cross cultural communication web tools: Read more

Why You Need To Know Your Clients Expectations Before You Outsource Your Customer Support Overseas

Clients from different cultures have different expectations on the type of service you provide them. And when you outsource your customer support to another country you may open your company’s communication up to a whole new set of cultural blunders.

An Example Of Cross-Cultural Miscommunication

My own cultural expectations, living in one country, buying something from a company based in a second country I’m very familiar with, were frustrated because this company had a call center in a third country with different cultural habits and a totally different outlook on my own client expectations. And I was not expecting to have to adapt to this third country’s cultural values. Here’s what happened: Read more