Brand Identity Development and Design

Creating a brand identity that works across various cultures internationally is no easy task. E3 network’s brand marketing agencies offer international expertise developing corporate and brand identities, including logo designs, that work around the world.

Tips for creating a successful international brand identity

Whether you need a new brand identity developed or have a domestic brand that needs help to launch internationally, creating an identity and design that works for your brand across all mediums and cultures can be a challenge.

Taking the time to understand your international target market will help create a sound international brand strategy. By researching the markets (and getting help from local agencies who have insider perspective) you can make sure your brand identity resonates across all markets. The E3 Agency Network has the resources and people across various cultures and countries to help you develop a strong international brand identity from the group up, or to launch into a new market area.

Five tips for a successful global brand identity

Here are five essential tips for developing successful global brand identity. E3 Network agencies keep these principles in mind when working on brand identity and logo design for clients.

• View with local eyes. Review all elements of your brand identity with local eyes. Make sure your product and brand names work in the target market. You may also need to change colours, fonts or imagery to appeal to international audiences (or avoid offence). For example, make sure none of your brand images could be confused with local cultural symbols. Consider the importance of specific gender roles or images in certain cultures when selecting images.
• Use a single consistent logo. (Your slogan may change but the logo should stay the same in all markets). Make sure local employees in all countries use it consistently.
• Understand packaging requirements. The laws and regulations, as well as local standards, vary from country to country. Make sure you consider how your brand identity or packaging design will be affected by local issues.
• Create an international brand guide. Be sure to stress the importance of brand consistency across all markets. Ensure that your logos and brand elements are not modified or changed by the local markets. That may mean more ground work up front to ensure these elements work in all markets
• Register trademarks and domain names. Be sure to follow local guidelines to ensure that you take the steps necessary to protect your patent and trademarks. In Europe, US companies will need to file for a Community Trade Mark (CTM). Even if you have a dot-com, you may want to register for a local domain such as .it (Italy) or .de (Germany) if you’re targeting those countries.

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