Congratulations, your business has done so well in Australia – it’s time to bring your success into another market. Introducing your brand into a new territory is exciting, but it can be just as challenging. Take it from my years of experience working with companies in Southeast Asia, I have learned that international success requires a strong sense of adaptability, a deep understanding of local dynamics, and well-thought-out approaches.
From pinning down your key markets to navigating the complexities of ground operations, scaling into a new territory often means having to introduce your company, brand, and product to an entirely new audience. Yet, you would have heard countless times that to be successful overseas, you must have a targeted communications and marketing approach. Even when two markets are geographically close and seem culturally similar, there are still important nuances to consider. Take Singapore and Malaysia for example. While English is widely spoken in both countries, language preferences play a more significant role in Malaysia, partly due to a more pronounced urban-rural divide.
This is where having clear strategies for each market makes an impact. At this point, it would be important to point out that there is a difference between a communications and a marketing strategy, and they each serve a distinct purpose. While a marketing strategy outlines how to promote and sell your product or service, a communications strategy focuses on effective engagement with your target audience. Why is this important? A clear communications strategy plays a critical role in shaping the public perception you want to build for your brand and organisation, particularly when entering a new market.
Similar to a marketing strategy, a communications plan requires market research to understand your target audience as well as the local business and cultural context. Local insights will help you better define your communications goals, formulate your key message, and choose the right channels to effectively communicate your message to your desired audience.
Communications can serve many functions, from building awareness about a new product to driving new leads and enhancing brand reputation. To help you get started with your communications strategy, let’s explore three key functions of communications.
1. The Art of Communication
A great way to get thinking about communications is the message you want to convey. In other words, what you want your audience to know and what you hope they take away. Crafting the right message requires you to know your audience’s needs, preferences, and behaviours, and understand how your brand or product can appeal to them or fill a gap in the market.
This becomes especially important when entering a marketplace that already has similar offerings. However, it is not enough to simply tell your audience who you are and what your product does. Your message needs to resonate with them. A good way to do that is to humanise your brand – by sharing your story and using authentic narratives that reflect your brand values, mission, and the impact you aspire to make, to create and foster a connection that goes beyond mere words.
Your communication becomes even more effective when you can consistently deliver that message.
2. Establishing Thought Leadership
Communications also play a vital role in building thought leadership for your brand. This is a key consideration for any brand or business wanting to further strengthen its presence in a particular market or industry. You can also be a thought leader in a specific niche or topic that aligns with the brand’s ethos. For example, a women’s clothing company may choose to be the voice of social empowerment and focus their efforts on uplifting women.
By positioning your organisation as an expert or champion of a cause, you can enhance your credibility, boost your brand reputation, and connect with your audience on a deeper level – helping your brand to gain a competitive edge.
However, building thought leadership is a long-term process and can be an entire strategy in itself. As this space becomes increasingly crowded, good thought leadership programmes require consistency, continuity, and careful planning to identify topics where you can speak with authority, and offer unique insights or perspectives that differentiate you from competitors.
3. The Power of Influence
Communications can be used not only to educate and engage, it can also be a powerful tool to influence, motivate, and inspire action. This requires more than just delivering a message. Brands need to cultivate meaningful connections and strong relationships with their audience.
Several elements come into play here. Firstly, a clear and concise message. Always know who you are talking to, use simple language (even when addressing industry players), and be direct. This avoids any misinterpretation and ensures your message is easily understood. Secondly, deliver your message with confidence and conviction, and support it with strong data and facts to establish trust and credibility. Thirdly, and just as important, is choosing the right channels to deliver your message.
For example, an interview with a prominent local newspaper can strengthen a brand’s reputation and visibility by leveraging the publication’s broad audience and authority. Similarly, consumer brands can amplify their communications and connect with their audience by partnering with credible influencers who bring both reach and authenticity. A recent study found that 82% of consumers in Southeast Asia follow influencer recommendations, underscoring the significant role social media plays in the region’s rapidly expanding digital landscape.
By mastering the art of communicating with influence, you can ensure your message is received the way you intended it to while driving meaningful connections with your audience.
