Brand Strategy Consulting

In the age of international integration and global competition, Branding plays a vital role in helping businesses build strong market positions and connect with cross-border audiences. However, many companies, even those expanding into international markets, still repeat common mistakes, leading to wasted marketing budgets and loss of competitive advantage. To succeed in both local and global contexts, businesses must recognize these pitfalls early and build a sustainable, internationally recognizable brand identity. Mistakes in researching and identifying target customers in global markets Market research and identifying target customers are the foundation of all branding activities, especially for companies aiming to enter or expand in international markets. When this step is skipped or done incorrectly, even a strong product or creative campaign can fail. Understanding both domestic and international customers not only helps optimize costs but also improves efficiency in reaching the right audiences, building long-term connections, and positioning the brand within a global branding strategy. Targeting the wrong customer segment across borders When a business targets the wrong audience, whether at home or abroad, the brand easily loses direction. A company might develop a high-quality product and invest in international marketing campaigns, but if it doesn’t reach the correct demographic, the message will not resonate. This results in low conversion rates and significant financial waste, particularly in cross-border markets where cultural differences are crucial. For instance, an F&B business may design branding that appeals to Western youth culture, while its actual core market may be Asian families or emerging middle-class consumers. The solution is to develop comprehensive customer personas, including cultural background, income, buying behavior, and emotional triggers across different regions. This enables the business to build a localized yet globally aligned branding strategy. Lack of global market research before building the brand One of the biggest mistakes that limit a company’s ability to grow internationally is neglecting global market research. Without accurate data on international consumer trends, regional competitors, or market entry barriers, businesses risk relying on intuition instead of strategic insight. This often leads to branding that feels irrelevant or fails to stand out on the global stage. Companies that invest in international market intelligence and data-driven branding strategies gain a clearer view of market potential. Insights into customer expectations, competitor positioning, and industry trends across different countries help create a unique global brand identity while maintaining local relevance. This forms the foundation for effective communication strategies and resource optimization, enabling brands to expand sustainably in international markets. Misunderstanding cross-cultural customer behavior and global consumer needs A frequent branding pitfall, especially in international business expansion, is assuming that what works domestically will work globally. Many companies project their local mindset onto global audiences, assuming that international customers share the same values and behavior. This disconnect results in branding that feels tone-deaf or out of touch, damaging credibility and customer loyalty. To avoid this, businesses should continuously collect and analyze multinational customer data through online analytics, local partnerships, and cultural insight studies. Understanding cross-cultural consumer behavior allows for timely adaptation in messaging, design, and tone of communication. Regular updates to these insights help brands stay relevant, ensure alignment with global consumer expectations, and strengthen emotional connection across different markets. Mistakes in global Branding Strategy and messaging In today’s interconnected world, where international marketing and global branding define competitive advantage, strategy and messaging form the heart of every successful brand. They are the foundation that allows businesses to create uniqueness, position themselves in both local and international markets, and build sustainable global influence. However, when mistakes occur at this stage, the brand often struggles to stand out on the global stage, gradually loses its competitive edge, and risks being overshadowed by international rivals. Without a clear strategy and unified message, it becomes almost impossible for businesses to win global customer trust or create long-term brand equity. This is why strategic and communication missteps are among the most critical challenges companies must avoid in cross-border brand development. No clear global Brand Strategy When a company lacks a clear and internationally aligned brand strategy, its activities often become scattered, with no unified direction, especially across multiple markets and cultural contexts. Marketing campaigns and communication efforts run inconsistently, disconnected from the brand’s global vision, leading to wasted budgets and weak results. Over time, this causes the brand to lose recognition, fail to resonate with target audiences, and struggle to maintain loyalty, both domestically and abroad. To overcome this challenge, businesses should build a comprehensive global branding strategy anchored in a clear vision, mission, and value proposition that can adapt across different markets. These strategic foundations act as guiding principles for every activity, from communication and product development to international expansion and market entry. A well-structured strategy ensures brand consistency, reinforces global credibility, and enhances long-term competitiveness in the international business environment. When alignment exists between local execution and global objectives, both short-term campaigns and long-term growth plans work synergistically. This alignment helps businesses maintain brand coherence across countries, making them recognizable, trustworthy, and respected among global audiences. Inconsistent and forgettable cross-cultural messaging In the context of cross-border communication, a brand’s message must not only be consistent but also adaptable to cultural nuances. Many companies fail when their messaging changes too frequently or does not resonate with diverse international audiences. This inconsistency confuses customers, weakens recognition, and erodes emotional connection. Global brands such as HSBC or Unilever have proven that consistency in messaging, paired with cultural sensitivity, is the key to success. Businesses should therefore develop a core global message that reflects their identity and values while allowing flexible adaptation for different regions. The solution is to design a clear, concise, and globally relevant brand message, one that remains recognizable across languages and cultures. By maintaining consistent messaging throughout all channels (from local advertising to global digital platforms), brands can build trust, strengthen recall, and ensure their voice remains coherent worldwide. Over time, this consistency in international marketing communications not only improves global awareness but also fosters long-term loyalty, helping the brand become a symbol

As markets continue to change and consumer behavior becomes increasingly unpredictable, branding is no longer a facade to make a first impression. Instead, it is a system that represents strategy, culture, and long-term development direction. Businesses that want to grow sustainably must periodically review their Brand Positioning strategy to avoid losing direction. When does a business need to reposition its brand? Brand Repositioning is a strategic and systematic decision, not an inspired choice. Only when the right time and cause are identified can a business reposition systematically and bring about real results. The recognizable signs When a business is having difficulty expanding its market, losing touch with its existing customers, or its internal team is no longer united in its mission and direction, it is time to reconsider its brand positioning. These manifestations often do not happen suddenly but accumulate over time, starting with the brand message no longer being remembered by customers, or the identity system no longer impressing the target market. In addition, signs of repositioning can also be seen when a business continuously launches products that do not receive attention, or is overwhelmed by competition from new brands with clearer messages and more suitable to the trend. Changes in consumer behavior, market shifts, as well as internal transformations within the business (expansion, change in business strategy) can all be signs that the brand needs to be systematically re-evaluated. Repositioning is more than just changing the logo Many businesses confuse Brand Repositioning with refreshing their visual identity, such as logos, colors, or slogans. In fact, repositioning is a strategic decision that requires businesses to go deep into the roots, including re-establishing core values, target customer segments, and how the brand connects emotionally with consumers. This is a process that requires consensus from senior leaders and a clear understanding of the nature of the market, and cannot be replaced by activities that are implemented individually and separately. Changing a logo or identity should only be part of a repositioning strategy after a clear foundation has been laid. Without a shift in internal awareness and a redefinition of the brand’s reason for being, any external image changes will easily become hollow. A strong brand does not come from a pretty face, but from its ability to clearly articulate a strategic stance and occupy a distinct position in the minds of consumers. Brand Repositioning Strategy Consulting process from SEFA Media SEFA Media implements a clear step-by-step Brand Strategy consulting process, helping businesses reposition scientifically and in line with long-term growth goals. Step 1: Research We begin by gathering and analyzing comprehensive data about the market, consumer behavior, competitors, and current brand status. This phase helps identify the gap between the current position and the desired brand goals. Step 2: Proposal Based on the research results, SEFA Media proposes feasible Brand Repositioning directions, each with a clear strategic basis and designed to suit the industry, business model and long-term goals. Step 3: Design a strategy From the selected plan, we build a comprehensive positioning strategy with a brand messaging system, brand architecture, customer touchpoints and principles for practical application. Step 4: Standardization SEFA Media supports businesses in standardizing their identity and accompanying strategic documents to ensure consistent implementation of the new brand across the entire system, both internally and in the market. Step 5: Training and Coaching We conduct intensive training sessions for the implementation team, helping each department understand the strategy and apply their role in the repositioning. This process ensures that the brand is not just “dressed up” but also changed from within. Case study: SEFA Media x 94farm Rebranding cannot be successful without a clear strategy and an experienced implementation team. Below is the transformation story of the 94farm brand with the Brand Repositioning Strategy and implementation support from SEFA Media. The issue of an out-dated Brand Positioning 94farm started with a strong entrepreneurial spirit in the midst of the pandemic, providing convenient raw material solutions for Vietnamese families. However, after 4 years of expanding its product portfolio, the brand still retains its original identity, which does not fully reflect its new development vision. From traditional tea products, 94farm has transformed itself into a leading brand in the beauty tea and dessert segment, but its communication is still fragmented and inconsistent in both message and image. In addition, the brand does not have a clear architecture for long-term product expansion. Touchpoints on digital platforms such as social networks, e-commerce or keyword search are not optimized synchronously, causing the brand to lose the opportunity to capture the minds of customers. The core problem lies in the lack of a clear positioning strategy to guide all marketing, operations and brand development activities in a consistent and sustainable manner. Implementation results SEFA Media has accompanied 94farm in the process of comprehensive Brand Repositioning. We started by redesigning the identity system, clarifying the Brand Positioning as a companion in the journey of health care and enjoyment. From there, SEFA Media expanded the product structure around the core of “relaxation – beauty care – delicious”. The strategy is concretized into consistent communication activities, from social media content, packaging design to e-commerce site. In addition, the SEFA team also optimized the online sales system through SEO, helping 94farm achieve high rankings for key product keywords such as “beauty tea” after only a few months of implementation. Promotional campaigns on social platforms are designed to both increase revenue and increase brand popularity. As a result, 94farm not only affirms its position in the industry but also creates a solid foundation for sustainable development in the future. SEFA Media – Accompanying businesses on the journey of sustainable Brand Repositioning Brand Repositioning is a long journey, requiring perseverance, strategic thinking and practical implementation experience. SEFA Media becomes a strategic partner, accompanying businesses from planning to implementation. With a team of multidisciplinary experts, rich in experience and understanding of each industry, we are committed to building the most suitable strategy for long-term growth goals. SEFA Media is committed to

In the context of an increasingly competitive global market, Brand Repositioning has become an essential strategy to maintain appeal and enhance corporate value. International quality Brand Repositioning solutions from SEFA Media help brands build a strong, outstanding and adaptable brand identity in all global contexts! Repositioning International Quality Brand Repositioning an International Quality Brand is the process of adjusting the image, core values, messages and development orientation of the brand according to global standards. It is not just about changing the identity or slogan, it is a comprehensive transformation from product strategy, market approach to customer experience, to create a highly competitive brand that meets the strict expectations of international consumers. The ultimate goal is to build a consistent, modern and influential brand image in the global market. In the context of globalized business, constant changes in consumer trends, technology and customer behavior make it impossible for brands to stand still. Repositioning an International Quality Brand helps businesses keep up with the times and affirm their position in the world market. Timely repositioning will help businesses overcome crises, grow sustainably, expand international market share and build solid trust from global customers. When does a business need to Reposition its Brand? To remain competitive, adaptable and attractive to target customers, businesses need to regularly reassess their brand positioning. But when exactly should a business reposition its brand? Market share has declined significantly When market share continues to decline, it is a signal that the current product or service no longer meets customer expectations. Fierce competition and changing market trends force businesses to innovate to survive. Rebranding is the solution to renew core values, upgrade experiences and affirm international quality standards. Brands like Apple or McDonald’s have proven that timely innovation can bring businesses back on track and even lead the market. Expanding into new markets When businesses enter new markets, especially international ones, adjusting their brand image and message is essential. Each country has its own unique culture, tastes and consumer behavior. To adapt quickly and establish a solid foothold, businesses need to reposition their brand to suit the local market while still maintaining the spirit of international quality. Brand reputation is in trouble Reputation is an intangible but extremely valuable asset of a brand. Even a small incident can seriously damage customer trust. In such times, Rebranding is an opportunity for businesses to refresh their image, rebuild trust and enhance their position with clear commitments to international quality. For example, Toyota overcame the recall crisis by Repositioning to focus on quality, process improvement and transparency with customers, thereby restoring their reputation and maintaining their leading position in the automotive industry. Faded brand recognition A brand that does not stand out is easily overlooked by customers among countless other options. When the image becomes outdated or unattractive, businesses need to Reposition the Brand to increase recognition and improve emotional connection with consumers. Repositioning the Brand at this time becomes an opportunity to recreate the message, reflecting a modern, dynamic brand that meets international quality standards. Brands that want to go global To expand its influence in the international market, brands cannot maintain the same old approach. Every step of globalization requires careful preparation and repositioning the brand to higher standards, aiming for international quality recognition. From Coca-Cola’s “Share a Coke” campaign to H&M’s sustainable fashion strategy, the world’s leading brands are constantly restructuring their brands to reach the hearts of global consumers, while clearly demonstrating responsibility and quality commitment. 5-Step Process of Repositioning an International Quality Brand Repositioning a Brand to international quality standards requires a systematic process, clear strategy and consistency in execution. Below are 5 basic steps to help businesses successfully implement the Repositioning process, increase value and create sustainable competitive advantages. Step 1: Evaluate and analyze your current brand Before changing anything, businesses need to understand where they are. A current brand assessment includes analyzing the brand’s position in the market, recognition, brand image, customer experience and perceived value. A SWOT analysis will help businesses clearly identify strengths, weaknesses, opportunities and threats. This is the foundation for determining what should be retained and what needs to be changed in the upcoming Rebranding strategy. Step 2: Define the new brand’s goals and direction After having an overview of the current situation, the next step in the Rebranding process is to identify the specific goals that the brand is aiming for. This goal could be to expand the market, reach a younger customer group or elevate the brand image to an international level. At the same time, the business needs to establish a new strategic direction including vision, mission, core values ​​and key messages. This is the compass that guides the entire change process, ensuring the brand is on the right track and consistent. Step 3: Build new brand values ​​and style To reposition an International Quality Brand, businesses need to clarify the new style and personality that the brand wants to express. You need to answer the questions: How will the brand be remembered? What are the core values ​​you want to convey? Does the new brand image need to express modernity, professionalism, inspiration or closeness and friendliness? Clearly defining the brand style will help businesses create a distinct impression in the minds of customers and increase the ability to connect emotionally with target consumers. Step 4: Implement the Rebranding Strategy At this step, businesses begin to put the new direction into practice by making specific changes to the brand identity system. From logos, colors, slogans to office identity, product packaging, everything needs to clearly reflect the new brand personality. At the same time, a systematic brand communication strategy needs to be built, using multiple channels from social networks, PR to Influencer Marketing to convey messages consistently. Marketing activities also need to be designed to match the new brand style to increase communication effectiveness and create a strong impression on the market. Step 5: Measure performance and adjust strategy Finally, after implementing the repositioning campaign, businesses need to measure

In a competitive business environment, building a Brand Strategy is no longer an option but has become a prerequisite for a business’s success. Businesses with a strong brand can stand out in a competitive market, build trust and connect sustainably with customers. Let’s explore with SEFA Media the 4 important steps to build a Brand Strategy that will take your business to the next level in 2025! What is Brand Strategy? Brand Strategy is a long-term plan that helps a business build, develop and maintain a consistent image in the minds of customers. This is how an organization creates its mark, maintains trust, enhances the value of its products and services and promotes customer loyalty. The ultimate goal is to get consumers to recognize and prefer your service/product over your competitors. Brand Strategy revolves around all the elements that drive brand awareness, brand value, and customer loyalty over time. Why is building a Brand Strategy important? So what factors make building a Brand Strategy a vital condition for a business? Create sustainable competitive advantage in the market In a world where customers have countless choices, without a clear point of difference, businesses can easily fall into a spiral of price competition and be replaced by competitors offering similar products or services. A well-developed development strategy helps to identify unique core values, creating an impression in the minds of customers. Along with product quality, it is important to have a clear message, deliver a consistent experience, and demonstrate a distinct business philosophy. When built correctly, a brand can simultaneously create recognition and foster loyalty, fostering long-term relationships with customers. If businesses only focus on improving products and ignore Brand Strategy, they can easily be copied and lose their competitive advantage. Build trust and emotional connection with customers One of the key factors that influence purchasing decisions is the level of trust that a business creates in the minds of customers (Mahliza, 2020). When an organization demonstrates consistency and credibility, consumers not only feel secure in their choices but also form long-term relationships. Branding strategies play a key role in reinforcing this belief through clear messaging, consistent product quality, and an excellent customer experience. A brand should not only convince through tangible value, but also evoke empathy through emotional elements. In addition, when creating a deep connection, customers do not simply make decisions based on reason (price, quality) but also on the spiritual values ​​that the brand brings. This helps the brand become a part of their lives, promoting strong spread and forming a loyal, sustainable customer base. Increase brand value Brand value is one of the most important intangible assets that determines a company’s ability to generate revenue and maintain long-term profits. A business with a strong positioning can charge a higher price for its product or service without having to compete through cost cutting or promotions. In addition, an effective positioning strategy not only helps to enhance reputation but also strengthens the level of recognition in the market. When value is affirmed, businesses have an advantage in expanding scale, attracting investment and establishing cooperative relationships with potential partners. In addition, brand value also optimizes marketing costs in the long term. When customers are familiar with and trust the product, the dependence on advertising will be significantly reduced, allowing the brand to maintain its influence with a more reasonable budget. At that time, the spreading process takes place naturally and maintains its position without having to invest too much in promotional campaigns. 4-step process to build a standardized Brand Strategy Many businesses have difficulty defining their identity in the market, leading to obscurity, lack of appeal and failure to create a long-term competitive advantage. One of the main reasons is the lack of a systematic process for developing a commercial image. If businesses only focus on short-term advertising campaigns without a sustainable strategy, they can easily be overwhelmed by competitors. Experts at SEFA Media propose the CBBE (Customer-Based Brand Equity) model as an effective solution to enhance brand value in the long term. This is a method that has been successfully applied by many large corporations in the world to strengthen their position in the minds of customers. The CBBE model measures and develops brands from the consumer’s perspective. Rather than focusing solely on tangible assets, this approach emphasizes how customers perceive, evaluate, and engage with a business. CBBE is built on four levels, from basic to advanced, reflecting the process of creating value in the public’s mind. (1) Brand Identity – Who are you?: Clearly define your brand so that customers can easily recognize and remember it. (2) Brand Meaning – What does the brand represent?: Conveys value and identity through two elements: performance – reflecting the quality and functionality of the product/service, and imagery – expressing the style and emotions that the brand brings. (3) Brand Response – How do customers rate you?: Includes both objective feelings (Judgments) and personal feelings (Feelings) that the brand creates. (4) Brand Relationships – What is the relationship between the brand and the customer?: Shown through the connection (Resonance) and the level of willingness to choose next time. Identity The first step in the CBBE model is Brand Identity, with a core focus on Brand Salience – the level of visibility in the minds of customers and the ability to recall when a need arises. A brand needs to ensure that customers can easily identify it through its distinctive image and immediately associate it with the product or service it offers. To achieve this, businesses need to focus on building consistency across all platforms, from logos, colors, fonts to messages conveyed. Maintaining a regular presence on media channels is an important factor, helping to avoid being overshadowed in a fiercely competitive market. In addition, effective marketing campaigns also contribute to raising awareness at each stage of the customer journey. When images appear at the right time, combined with valuable content, it not only helps to make an impression but also builds trust and