Creating and launching a new brand in international markets

But armed with the right mindset, approach and strategic plan, you’ll find that there is plenty of room for more star brands to take centre stage on a worldwide platform.
Even the best brands started with a simple idea! Just think of the world’s most successful brands. Then rewind, and remember that they all started in the same place – just a conceptual twinkle in their entrepreneur’s eye. Keep in mind that the progress of each new brand is only as powerful as the business map behind it, and then make yours formidable from the outset.
Understand customer demand for your new product or service to minimise reaching dead ends. Is there a gap in the market that is just waiting to be filled? Will your brand offer a new level or fresh appeal that applies to a distinct market segment? Identifying the nature and size of your brand’s potential niche will help you to focus on which markets and consumers to target first, thus providing an initial direction to hone in on.
It is also critical to ensure that you keep your brand finale in sight at all times. Be inspired by the worldwide maze of opportunities in its entirety – after all it’s the amazing possibilities which first impassioned your idea, and it is this expectation of achievement that will continue to drive your accomplishments.
See the big picture, piece by piece and envisage your brand’s grand goals, at the same time as recognising what needs to be achieved en route, and the foundations that must first be laid. Rather than tackling the overwhelming jigsaw pieces randomly, separate your business map into multi-frames and work initially on the principal building blocks of brand identity, recognition and awareness, before presenting your creation to the world.
One of the most important things to remember is that you need to be unique and grab attention. Define clear points of difference to ensure your brand is instantly recognisable. Sound out, carefully select and take full advantage of the most useful communication channels to announce and promote your brand. Put in place a strong sales, marketing and PR plan so that the market light is directed on your brand’s unique selling points. This will capture the attention and persuasively attract your target audience, allowing you to outshine and outperform the competition.
Going global means being prepared for many different scenarios and this is a key point to keep in mind when launching a new brand. You can’t control market conditions, trends and curve balls, but by appreciating the need to be proactive, flexible and well armed for every eventuality, you’ll be not only be prepared for surprises and unexpected challenges, but ready to turn them to your advantage. Be equipped to tweak your brand’s offering to fit the diversity of markets you have in mind, as well as fresh avenues that present themselves along the way. Rather than being deterred by unforeseen changes, be willing to face them head-on, and even welcome them as an exciting opportunity to benefit your brand, knowing that what might hold others back is a prime time to exploit your own.
Over the years, Minor Hotel Group has launched many brands and probably the best known is Anantara Hotels & Resorts, which is now in its 10th year and boasts 15 hotels in Asia, the Middle East and the Indian Ocean with a goal of 50 properties by 2015. Just as we saw a niche for the Anantara brand, we have just launched Avani Hotels & Resorts in Sri Lanka and we followed the above steps to ensure that we are well placed to ensure success and growth for this new upscale hotel brand in international markets.

Dillip Rajakarier is chief executive of Minor Hotel Group.