Thai_market
28 August 2018

Transforming your brand image, from local to global

In order to develop a company brand and give it a more global appeal, it is important to understand how local products and cultures influence the world, what is the impact they cause, how are they perceived and understood.

For example, the perception and understanding of Thai culture from a Western point of view may be very different than that one from someone living in ASEAN. Therefore, depending on the market we target, a brand can adapt its message and visuals to connect and appeal more to their consumers.

It is also important to adapt traditional values and synchronize them with contemporary ideas or trends. An understanding of both global and local trends from the contemporary angle is key to keep a brand up to date.

For example, if we want to transform a Thai brand to give it a more modern image we may need to include typography, colors or iconography elements that align with modern Western values. The idea is to blend Thai traditional concepts with ‘what’s going on’ in leading cities such as New York,
Stockholm or London.

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Additionally, if we want to globalize a brand or target a different market, we need to commit to creating verbal and visual systems that are easily identified and understood by everyone.

The use of local names to define brand names is always an option as long as those have friendly phonetics. The use of local language characters such as Chinese or Thai may be used as a graphic resource such as part of a symbol.

In that case, they will not have verbal communication value but they are likely to reinforce the visual image and connection to the local culture. Additionally, when going global a simplification of the brand elements may be required in order to make it plain and simple for everyone.

This process of taking a localized brand and then adapting that to the global or greater market place becomes key to the longevity and potential success of that brand. The way consumers feel comfortable with identifying and associating with symbols, logos and icons strengthens the likelihood of them engaging more with that product or service.

This is a key factor when companies are looking to expand into other markets and we feel our knowledge of this method and experience lends a great deal of support to facilitate this process.

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A project in our portfolio that shows a regional ASEAN approach of a brand is the Five-S, project. For this project, we created a chili brand that used ASEAN iconographic elements such as patterns that can be found in the Indonesian and Malay batik, the Thai sarongs, the Burmese longyi or the Nyonya floor patterns.

A simplification of the graphic pattern is made which combined with a modern ‘helvetica’ type font and a more premium font for we can project a unique up to date identity with a regional touch.

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