We talk a lot about strategy, compliance, and execution in international expansion. But one of the biggest make-or-break factors in global growth is often overlooked: how your brand shows up in a new market.

In this episode of the Business Beyond Borders podcast, host Cynthia Dearin is joined by Kelly-ann Maxwell, Brand and Marketing Strategist at Dearin & Associates. With a background spanning journalism, creative agencies in the UK, and brand strategy in New Zealand, Kelly-ann brings a sharp perspective on how language, positioning, and clarity determine whether a company gains traction abroad — or gets ignored.

Together, Cynthia and Kelly-ann unpack what brand really means in an international context, including:

• Why brand is far more than a logo or visual identity
• The critical difference between brand identity and brand strategy
• How unclear positioning stalls international expansion before it starts
• Why language, narrative, and messaging must translate — not just linguistically, but culturally
• The risks of cutting marketing too early when entering new markets
• How strong brand systems support operational scale and commercial growth

This conversation is for founders, CEOs, and leadership teams who are preparing to enter new markets — and want to ensure their brand works as hard internationally as it does at home.

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