Multinationals find it sometimes challenging to have to use the same logo in different countries. They make slight modifications or generate other logos altogether.
A logo represents a company or brand and is recognizable from a distance. Clients will also recognize the brand from far to ease shopping or engagement. Logos are also useful for marketing and promotion purposes.
The choice of a company logo must consider the statement that the image will have on clients and consumers. It should be easy to recognize, and the people who are seeing it must assign the intended meaning. By seeing a symbol or emblem, potential buyers should associate the brand of business with certain principles like quality accessories or timely delivery of services.
Why Do Companies Change Logos In Different Countries
Each brand hopes to conquer the world by maintaining a consistent logo or emblem. Changing a logo from one country to the other is, therefore, undesirable because it will dilute the stature of your brand worldwide. Why would a company find it necessary to change a logo in one country?
#1. The name may have an undesirable meaning in the foreign country you are operating
The names depend on the language spoken in these countries. Running a business in a country where your name or an image is obscene, and offensive will be counterproductive. A company has no option but to change its name, logo, emblem, and such other elements that distinguish the brand.
#2. The name or symbol is already in use in the new country
Each country has unique criteria for choosing brand names and logos. The scenario raises the possibility of another company or brand using the same logo and name as another in a different country. If you have to make entry into the country, you are forced to change your brand identity to avoid conflict of interest.
#3. Brand similarity
Another company may be using a name or symbol, that is similar to yours. Some of the factors to consider when choosing a logo include the existence of another company using the same emblem or name. The firm or brand with a similar name may not even be operating in the same industry.
However, brand recognition and marketing campaigns will be confusing. The law will also stop you from using a name or emblem that would confuse customers. It is also counterproductive, especially when people cannot identify the differences between the two brands. Adverse incidences by the brand with a similar logo are attributed to you and in the process, affect your brand positioning.
#4. Resonate with your target market
Logos should represent a strong brand position in a country. The language used on a logo might not make sense in one country because of cultural or religious differences. Such a scenario necessitates a change in logo design or properties to conform to the demands of the market you are entering.
#5. Separate entities
While running a multinational is an advantage, it comes with the challenge of synchronizing brand perception. In one country, the brand may commit a crime that affects your judgment and operations in another country. It is prudent to separate the companies so that services will appear different even though the parent companies could be the same.
#6. Investment reasons
Manufacturers diversify the products by localizing them. In some cases, they team up with local investors to create a special-purpose business vehicle. Since ownership and responsibility do not squarely lie on the parent company, the logo is changed. It helps to maintain the original image or perception without forgetting the fact that the two entities differ.
#7. Pronounciation
Buyers will avoid products that are difficult to pronounce. It happens when a country is using a predominantly different language. The company or manufacturer is forced to choose a name that locals can pronounce easily. Most companies end up translating their logo or brand name to the local language.
The change of name is risky for any brand because it might lead to complete loss of identity. A company or brand must work closely with local partners and branding specialists to ensure that the new name chosen meets the local standards and will promote your interests in the new country.
The implications that come with name or logo change will determine the best approach. There are essential points to consider so that the decision does not backfire on you. These factors include:
#8. Brand recognition
A client, dealing with your company in the two countries, should not feel as though he or she is dealing with two entities. The brand must remain recognizable globally. It means that you maintain the fundamentals of your logo.
For instance, the name should remain, the main symbol, and overall design. It gives a perception that only the color or positioning of the main elements in the logo have changed. The company maintains the loyalty of its global customer base.
#9. Intended brand impact in the domiciled country
Does the law allow you to use the logo images or will legal challenges arise? In case you are entering into a partnership, the original partners must permit the use of the logo in the other country. Eliminate instances of legal challenges because you used a name or changed it in another country.
#10. Local acceptance
Identify a name and symbols that are recognizable in the country where you are using the new logo. Each culture has connotation meanings assigned to words and images. It becomes counterproductive to use an offensive name or logo. If people cannot associate the name with quality, keep away from such choices.
#11. Financial implications
Marketing budgets affect the operations of organizations. You have to develop different ads if the logos, names, and images differ. A higher marketing budget means that your bottom line will be affected. If the logos are similar, marketing budgets will be lower since they are conducted simultaneously.
Companies should develop logos that are timeless and useful across cultural and language barriers. Avoid names or images that are subject to multiple interpretations. The design of a logo should consider the fact that a brand will grow and cross boundaries.
Timeless logos that are useful across countries and generations are simple. You have a company profile and your service charter to give all the stories you need about your brand. Develop a logo that will outlive the current generation. It saves you the trouble of changing the emblem because you are venturing into a new market.
How To Change A Logo Successfully In Different Markets
Using different logos in two markets for the same product is a tough job for any brand. It takes a lot of convincing for buyers to believe still that they are dealing with the same product. What then should a company do to ensure that the use of different logos is successful despite the differences in markets? Here are tips that will make your use of different logos, names, and symbols a success.
Tip #1. Maintain The Quality Of Products
Customers in one market should not feel as though they are getting different products from the same brand. The manufacturer or company must maintain consistency in the quality of goods or services provided. A feeling that the quality of products is different will elicit complains and may lead to legal challenges.
In case the quality has to be varied, explain the difference. A buyer or consumer should expressly know that the quality of goods or services will differ. Regulators will also not be kind if customers feel deceived. Consumers using the same product across countries should also not experience any difference.
Tip #2. Treat Customers Uniformly
Loyal customers are the best brand ambassadors and marketing agents. A brand will only remain intact if customers feel welcome and equal. Do not discriminate the customers in diverse markets. Regulators will raise ethics issues if customers in various markets receive different treatment.
Uniform treatment forms part of keeping a brand intact despite operating in different countries under varying names and logos. It encourages consumers operating in the same environment to order products or services from the same companies despite different names.
Tip #3. Follow Regulatory Requirements Stipulated
Avoid legal challenges by adhering to laid down rules. Companies operating under different names are under intense scrutiny. Regulators want to ascertain that a company follows the rules. It would raise a storm about your brand unnecessarily.
Tip #4. Listen To The Concerns Of Local Population Or Market
Each market has unique demands. Success in any market depends on how well you connect with the local market. If the local market is not comfortable with particular actions or steps, it is time to reconsider. Address the concerns of each market individually. As long as you meet their expectations, operations in these different markets will be smooth.
Every brand desires to maintain a consistent image. If such consistency becomes elusive, it is advisable to take necessary measures to smoothen operations and project the image of one brand. Customer perception will depend on your efforts to keep the brand together.
About the Author!
Bronwyn Leigh is a writer and content editor. Previously a teacher, now she continues to work on educational and lifestyle topics. She believes that almost everyone needs help sometimes, so partly her writing passion is dedicated to ThesisRush.
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