Marketing and branding | Nov 10

Borderless branding: how to land your message with international customers

Marketing and branding | Nov 10

How small businesses can communicate across cultures and build authentic connections in international markets

Ian Wylie Journalist, broadcaster, educator

Reading Time 4 minutes

Reaching customers overseas has never been easier… or more complex. For small-business leaders eyeing new international markets, the challenge is not just logistics, but language, culture and trust. Getting your message right can mean the difference between a global success story and a costly misstep.

The mindset behind a global brand

Few understand this balancing act better than Emmanuel Eribo, co-founder and CEO of LØCI, a London-based, eco-luxury sneaker brand that, since launch in 2021, has built a devoted following around the world, with 76% of sales now coming from the United States.

‘From day one, we never saw LØCI as just a British brand,’ says Eribo. ‘We saw it as a global movement built on culture, creativity, and purpose,’ he explains. ‘Our message wasn’t about geography. It was about mindset.’

Connecting through culture, not country

When it comes to speaking with potential customers internationally, it’s better to start with shared values, not nationalities. ‘We focused on connecting with people who cared about what they wear, why they wear it, and the impact behind it,’ he says. ‘That resonated naturally beyond borders, especially in the US, where consumers respond to brands that stand for something bigger than product alone.’

From London to Times Square

LØCI’s recent collaboration with global mega star Nicki Minaj, showcased via a billboard in Times Square, brought its sustainable fashion message to one of the most visible stages in the world. ‘The biggest lesson has been balance, staying true to who we are while tuning into what inspires each audience,’ says Eribo. ‘In the US, storytelling and aspiration matter deeply. People want to feel part of a cultural moment.’ The Minaj collaboration was one of those moments, combining mainstream pop culture with LØCI’s ethical brand message.

Authenticity travels

‘We’ve learned that authenticity travels,’ he says. ‘Whether it’s LA, London, or Lisbon, if your message is real, it connects.’ LØCI’s partnerships with well-known figures have also helped establish credibility in new markets. ‘Partnerships with people our customers already admire – whether that’s athletes, artists, or activists – have also helped bridge that trust gap. They’ve essentially become our global advocates.’

Start with a smaller story that travels

For smaller businesses hoping to follow in LØCI’s footsteps, Eribo offers a simple philosophy: ‘Start with a story that travels. Don’t chase markets. Connect with people. Social media has made the world borderless. And remember, you don’t need to be everywhere at once. Be relevant somewhere first and build out from there.’

Preparation matters as much as passion

While LØCI’s journey illustrates the creative side of global communication, Professor Irina Surdu, an expert in international business strategy at Warwick Business School, stresses the importance of preparation, structure, and local understanding.

‘Language is one barrier that can have significant impacts for businesses seeking to deal with partners or form new relationships,’ she notes. For small businesses, the challenge is even more acute because SME leaders tend to allocate a lot of time and effort to the core strategy and product, leaving little room for international training or experience.

Avoiding faux pas in a target market is just as critical to success as the viability of a product. Equal preparation into the etiquettes of marketing, language, and business culture should be made alongside the potential of the product.

Navigating culture and compliance

This lack of exposure can lead to ‘difficulties in understanding legal and regulatory differences across regions, including aspects related to consumer rights, advertising content and use of consumer data,’ she warns.

Surdu recommends cultural training but cautions that this is not always enough. Since much of the knowledge about culture can be tacit, small businesses could benefit from using local consultants or market intermediaries who understand the business environment. These partners can ‘help them navigate local environments and strategise effectively when negotiating with partners from other cultures or when adapting their business practices.’

Trust: the small business advantage

Despite the challenges, Surdu believes smaller companies have a powerful advantage. ‘SMEs are actually more likely to be trusted by customers,’ she says, noting that many consumers have grown wary of large multinationals and their perceived ethical compromises. ‘There’s a real advantage for the smaller business. They are known to provide more reliable services, better quality products and serve more niche, focused markets.’

Balancing consistency and local relevance

She encourages SMEs to lean into that reputation. ‘Using social media to promote themselves and the brand and company values is also a way to access a more international market,’ she says. And when it comes to balancing consistency and local relevance, Surdu advises entrepreneurs to be deliberate about what changes and what doesn’t.

‘It’s a fine balance and a costly one if done improperly,’ she warns. ‘Decide what the values of the company are and enter markets where those values can be maintained.’ A business can’t hold multiple sets of ethics or messages. It must focus on where its purpose aligns with local expectations.

Ian Wylie Journalist, broadcaster, educator

Ian Wylie is a journalist, editor, and broadcaster for the Financial Times, Guardian, BBC, Monocle, and others. For 16 years he was a staff writer, feature writer, and section editor at The Guardian newspaper. He also teaches on Newcastle University’s undergraduate and postgraduate journalism programmes.

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