Branding As It Should Be

Photo by Eduardo Soares on Unsplash

Earlier this week, I was in an Uber on my way to a client meeting. 

As we rolled up to the building, my driver pointed to the client’s name emblazoned on the building and exclaimed: “This is a Moroccan company!  I grew up in Morocco and their products are everywhere!” I smiled and said they’re a very big brand. 

His excitement was palpable - you could see it on his face. That level of positivity, from a Branding standpoint,  is something we should all aspire to when it comes to our own products. 

The thing is, though, the company in question, one of the best known consumer goods brands in the world, is actually European with, of course, a global presence. I didn’t point that out to him, because it wasn’t necessary and it didn’t really matter where their headquarters was. 

His perception was testament to the good work this company’s marketing team had done to ensure their products identified so completely with their local markets. So closely that consumers in their operating regions actually identify them as local. 

Of course, you don’t get there simply with some local ads and sponsoring a few local events. You get there by understanding your customer and their specific tastes. You get there by offering local variations of your product or service that cater closely to those specific tastes and requirements. You get there by genuinely and tangibly being local. 

That’s more than a spot of polish and a lick of paint. That’s intelligence coupled with effort. It’s constant listening and communication. 

And when you do that work, you’ve got a shot. Then, your Uber driver, who grew up in one part of the world and now lives on the other side of it, might see your brand as one of his or her own.