By M. Isi Eromosele

To ensure your company’s global brand marketing effectiveness, you need to Connect | Inspire | Focus | Organize | Build.

Connect

A key tenet of connecting with your global market is the building of interdependence. To succeed globally, it is imperative to ensure that all players in an organization share a general understanding of its market realities at both the national as well as global stages. Connecting requires building trust with an interdependent mindset.

Essential national teams would need to be acquainted with the fact that their market’s success is a key driver for the company’s global efforts. Global teams would need to look for similarities, rather than differences in working with the national team in order to ensure overall success for the organization.

Inspire

This requires energizing the passion around the brand. Realizing a successful global brand calls for the establishment of a worldwide insight that appeals to consumers as well as inspire those that work with the brand.

It is imperative not to underestimate the importance of stirring up passion for the brand internally. Companies should strive to ensure that internal passion is cultivated, which in turn powers the brand’s growth.

Companies can achieve optimal inspiration by uniting and mobilizing the organization around the global mission by strategically communicating with various tools, including intranet, video conferencing, Web chats, newsletters and personal interactions.

Focus

Watchful focus on and absolute commitment to a consensus built set of global brand priorities are vital to successfully implementing a global brand.

Companies should focus on consolidating large marketing initiatives and develop small one page brand strategy documents that define and clarify the brand vision, mission and strategy.

Organize

Many companies continuously fail to clarify the roles and responsibilities of individuals and groups in the building of their global brands. This is a recipe for disorganization and infighting, which can only hamper the smooth implementation of the branding campaign.

The defining of the operating model and roles on who makes key decisions is very important. Even more fundamental is the enforcement of the brand strategy model and associated required behaviors.

When inconsistent behaviors that conflict with the new operating models are allowed, especially among leaders, it results in considerable holdups and aggravation.

Build

This is the phase where brand expertise is leveraged. In striving to achieve marketing growth on a global basis, it is imperative that a company’s global organization speak a common marketing language as well as harness and build on each other’s successes, even as they learn from mistakes made.

To achieve the above requires cultivation of a community of marketing excellence within the company which reinforces cooperation, adaptability and common vision. The right behaviors need to be rewarded and successful enablers placed in positions where their expertise would be most helpful in achieving the tasks at hand.

M. Isi Eromosele is the President | Chief Executive Officer | Executive Creative Director of Oseme Group - Oseme Creative | Oseme Consulting | Oseme Finance

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