Local or Global: How Identifiable Do You Want Your Brand?

Not every business owner thinks the same. Regarding profits and success, they all work to make money and to succeed. But these are all at different levels, and typically it comes down to how far the entrepreneur wants to go with their success. Of course, we all wish that business simply started at the level of success and you only had to decide how much success you wanted. But it’s never that easy. When it comes to making a brand identifiable, there are four different locale extensions: local, regional, national, and global. Brand recognition is always done in that order. At least, smart business owners know it must be done in that order.


Every business starts somewhere, and that somewhere is always small. Of course, this “small” is a relative term. Some businesses start in small towns. Some start in big cities. Regardless of location, there are certain obstacles to overcome.

  • SMALL TOWNS: These locations do not offer a lot of consumer support simply because there aren’t a lot of consumers. What is helpful in this regard is the internet, but this is only if the product is shippable or digital. Stationary businesses that require the consumer to come to them (physically) can be hampered in a location of only a few thousand people. Small towns focus very heavily on supply and demand. There must be a demand from a large group within the small populace (like a grocery store, mechanic shop, clothing store, restaurant), otherwise the supply will most likely not be enough to sustain the business.
  • BIG CITIES: In these locations, the lack of consumer support isn’t so much the problem. What is the problem is reaching those consumers that might be interested. This means being more visible than competitors and pulling consumers from those competitors to be loyal to your brand. The competition, in most industries, is more fierce in large cities, but the target audience is much more vast. Of course, supply and demand still plays a role. If consumers aren’t interested in the product or service, then it’s really no different than working within the confines of a small town.


The statement of “Go where the success takes you,” is easier said than done. A business can be successful, but not successful enough to expand. This comes down to profit margins, employee productivity, infrastructure, trained managerial staff who can be trusted to grow the company, and a host of other things. A company should test all of these things within its local area, then grow to a regional base. Take AirBNB, the online hospitality service, for instance. This company started in 2008 in San Francisco. It tested its business concept out on its city, which was a nice size test study. There was a time of beta testing and seeing if the demand for places to stay could really be met through this avenue. As the city of San Francisco embraced this company, AirBNB knew it could expand its brand and business offering. It grew throughout the west coast, and more and more consumers in cities across the nation started to take notice. They decided to join in the supplying of the demand. Soon after, it grew from national to global. It is now a multi-billion dollar company. But it all started at the local level.


When it comes to business growth and brand expansion, our Houston marketing company can help make sure you make the most of your local beginnings. We can also ensure you make the right moves at the right times to push to regional, national and global. Contact INFINI Marketing today to get your brand growing across the borders of your local small town or big city. We look forward to helping your business grow to as big as you want it to be.