Overseas brand marketing (simple, the secret to overseas brand marketing is simple)

Today, let’s start the article with a short story.

Recently, Manager A, who oversees brand overseas marketing, has been creating a lot of content, organizing numerous activities, and investing heavily in advertising, but the results have been disappointing. Mystified, the boss left Manager A with three cryptic words: “Keep it simple.” Manager A was puzzled—was the boss suggesting that marketing could be done effortlessly and without spending money? Wouldn’t that make things worse? Seeking answers, Manager A turned to a Zen master for guidance. The master handed him a piece of paper with a single character: “Zen.” The master asked, “What does this character mean? Is it simple?” Manager A, staring at the profound character, replied, “It’s too complex to explain; it’s not simple.” The master then added an annotation next to the character: “Zen: A way of practice.” “Now, does it seem simple?” “From this perspective, yes, it does.” “The process of writing a character is simple, but you overcomplicate it. Only when I spend more time explaining its meaning and providing a direct interpretation does it become simple to you. So, simplifying brand marketing doesn’t mean making our work easier. It means doing more work to ‘subtract’ from the information we convey externally, making it straightforward and clear for our target audience.”

Though a bit cliché, the story and its message hold true. In overseas brand marketing, simplicity does not equate to being rudimentary ; it’s about having a clear and effective strategy.

In a complex and diverse international market, consumers are faced with countless choices and information. They often don’t have the time or energy to delve deeply into every brand’s features and advantages. If a brand can communicate its value proposition and differentiating factors in a simple and clear way, it will more easily capture consumers’ attention and interest, thereby building brand awareness and trust.

So, how can we “subtract” from brand marketing to truly “keep it simple”? Drawing from successful overseas brand cases and experiences, we’ve summarized the following points:

Position Simply

A good brand  positioning should be clear, unique, targeted, and executable. In overseas markets, for a brand to stand out  its characteristics  and advantages , it must avoid vague , generalized , trend-following , and  self-indulgent positioning.

For example, Xiaomi positions itself overseas as a brand that “makes quality technology  accessible to everyone,” with a belief in “being for the fans.” Across all its external communication channels , including social media platforms, Xiaomi has crafted a brand image that combines technology with approachability . This has made “Mi Fan culture” transcend nationality, language, and cultural barriers, becoming a globally recognized identity for Xiaomi users.

Communicate Simply

A good brand communication  should be targeted, creative, engaging, and interactive. In overseas markets, for a brand to effectively convey its message and value, it must avoid complex , lengthy , dull , and one-way  communication.

For instance, SHEIN focuses on collaborating with micro-influencers on social media platforms to continuously expose new products to fashion-conscious consumers. Using a single method  but constantly changing content , SHEIN increases its exposure  and engagement  in target markets.

Simplify the Experience

A good brand experience should be smooth, convenient, secure, and satisfying. In overseas markets, for a brand to enhance its user experience and loyalty, it must avoid cumbersome, slow, unstable, and unsatisfactory experiences.

Conclusion

In a complex and diverse international market, the key to success is ensuring consumers can quickly understand your brand. Positioning simply, communicating simply, and simplifying the experience are all ways to achieve "keeping it simple."

So, don’t be misled  by intricate marketing plans or excessive advertising campaigns. Remember the story of our "cliché" Zen master and Manager A. Convey your brand message in a clearer way, making it crystal clear  for consumers. As the Zen master said, "simplicity" is not an easily achieved state but the result of careful planning and hard work.