In this episode of the International Trade Resource Podcast, host Kim Kirkendall chats with Katie Howe, Managing Director of Jacaranda Communications, to discuss the art of branding across the diverse Asia-Pacific (APAC) region. With decades of experience across New Zealand, Australia, China, and more, Katie shares expert tips on adapting brands to diverse markets while staying true to their core identity.

Discover why cultural sensitivity matters, how national perceptions can shape market success, and what makes an effective communications package. 

What are some of the opportunities companies miss?  Here are a few areas shared by Katie:

• Play to the strengths of your home country - New Zealand products are often perceived as healthy / natural and U.S. is known for having high tech products. Lean in on those beliefs. 
• Begin the process by identifying your business goals, are they market share or increased sales numbers or long term customers?
• You need to balance staying true to your brand while adapting to the local market -and it can be done. 

Whether you're an established global brand or a small business eyeing APAC expansion, listen now and learn actionable insights to help you navigate the complexities of international branding!

KEY TAKEAWAYS:

• Stay Authentic: Adapt messaging, not your brand’s core identity, for new markets.
• Respect Culture: Tailor visuals and communication to local norms.
• Use Local Expertise: Leverage consultants and trade resources for market insights.

 

Episode Sponsors: 

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