Branding strategies that work for Chinese customers

Entrepreneurs aiming to penetrate China and its neighboring countries must present their brand in a way that’s different from what they’re used to.

Because of this, company branding is a crucial consideration for foreign businesses who want to expand to this Asian nation. A common mistake that these firms commit, however, is that they focus solely on their websites, logos, and other marketing materials.

Sure, these are important ingredients that would give your company a unique face and identity, but branding goes far beyond these things.

If your aim is to create a lasting impression upon the Chinese market, your branding strategies must be built on these four pillars.

1.     Relevance


There’s no shortage of different brands and products in China. So, the question you must answer is, “How am I relevant to Chinese consumers?” Your marketing strategy must highlight what sets you apart from other firms and why customers should pick you.

Tailor your messages in a way that emphasizes how your organization, along with its products and services, can help improve people’s lifestyle.

2.     Consistency

A strong company branding has a lot to do with consistency delivered through a superb customer experience and a spotless reputation. If you have a bilingual call center on your side, they can make it easier to maintain your good performance. Agents can also help in building meaningful relationships with customers. From customers’ point of view, a brand that speaks their language deserves their trust and attention.

3.     Localization


Branding strategies directed toward business localization always turn out to be effective. Almost synonymous to personalization, localization will allow you to connect with your customers on a deeper level. Thus, your firm must be able to blend into and accommodate the market trends in China.

Communicating in their language, for example, is one way to do this. It’s a continuous process that will require a lot of work, but it will surely pay off in the long run.

4.     Customer service

Delivering a great customer experience for your Chinese market is impossible without a solid customer service strategy. For growing firms, offshoring customer support to a bilingual call center is a great choice. It would allow them to focus on their main functions without compromising the quality of their relationship with the Chinese community.



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