Are you making plans to take your business to the global market? Well, I’ve got news for you — it became global the day your website went live. However, truly gaining global awareness does take a lot more than that. Here are a few things you should consider when building a global brand.

By Alison Gardner, account executive and International PR expert at Stone Junction


The first thing you should ask yourself when establishing a global brand is if there is a gap in the market. You should research the market in each target country and find out if your offering is needed.

During this research process you should also look for companies with similar product offerings in each country to understand the competition so that you can adapt your marketing accordingly.


Your new target countries may have linguistic and cultural differences, so it is important to research these before launching your brand globally. Will they understand your logo, your message and your ideas?

For example, in the mid-1970s, US company P&G sold Pampers nappies using a TV campaign with a stork delivering the products. The same advert failed to impress in Japan, where the story of the stork does not exist.


Advances in digital technology means that it’s getting easier to communicate with international clients.

You should set up social media pages for each target country, so that you can tailor your content to suit their language, culture and time zone.

The world wide web has made it easier to become a global company. However, you should make sure that you can clearly communicate with your entire target audience to succeed in the global marketplace.

At Stone Junction, we have an international PR team who can help you answer these questions and build your global brand. If you’re ready to join the international market, call Stone Junction on +44 (0)1785 225 416 or e-mail

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