Crossing borders is an evolution that a brand will eventually want to accomplish, maybe even have to do. Even as it takes the initial move to expand abroad, it recognizes that it will not be able to play ball as it does at home. Numerous factors must be considered during brand positioning, including cultural variations, trading styles, competitive environments, and current market situations.

Brand positioning briefly defines the target group brand X caters to, how it caters to them, and how it distinguishes itself from competitors. So, what strategy should we follow while positioning our brand in foreign markets?

• Assess your current situation and identify opportunities and risks. You can track what and how major brands are doing to reach out to more customers. Determine who your competitors are and how they position their brands. Compare your position to that of your competitors to determine your uniqueness, benefits, and drawbacks.
• Conduct thorough research on the best foreign markets to target. Learn about trade terms, tax policy, and legal procedures. Check to see if there are any potential legal issues for you.
• Thoroughly examine people’s consumption habits and preferences. It is more advantageous to select a nearby foreign market that is open to the type of product you offer in the first place, has a large customer base with sufficient purchasing power, and few competing brands. 
• Emphasize the product’s or service’s strengths. If necessary, adapt to new circumstances. Understand the elements that will put you ahead of the competition, be consistent with the core brand values, and be closely related to the target audience.
• Align your products and services with the values of the local community. Packaging, delivery, marketing activities, and advertising language should all be tailored to your target market. Make minor changes, for example, if the name of your brand or product means something offensive, inappropriate, or irrelevant in the target culture.
• Build local alliances. Collaborate with manufacturers in the target market.
• Put in place strict controls to ensure that your brand is not abused and that your quality control standards are met.