Following the United Kingdom’s European referendum in 2016, Britain voted to leave the EU – a date set as 29 March 2019. A decision very few politicians, with the exception of Boris Johnson, considered plausible.
Since the now infamous decision was made, the UK Government has been left to negotiate the best possible terms for our exit from the EU – which has been a turbulent process at best – and a fight that the UK were never going to win on their own and the outcome of which leaves the Prime Minister adrift, with key Government officials jumping ship at every rise or fall in the tide.
Irrespective of whether you are of the opinion that Theresa May has made a fist of the fight or not, it will fall to Britain’s 5.7 million SMEs to pick up the pieces after Brexit and to use the new dawn as an opportunity to shape the landscape on which they seek to trade and to win new business in the future.
UK exports, the single market, foreign investment and employment are just a few of the questions which business leaders will demand answers to. It’s not all doom and gloom of course, the UK will save around £8.5bn a year in not having to contribute to the EU budget. In addition, the Government has been working hard over the last 12 months to forge new trade links with places like India, South Africa, the UAE and China.
With all these things to consider, your immediate businesses challenges may not involve a revisit or refresh of your marketing collateral. On the whole Europe’s second language is English, however this isn’t the same in every country, therefore online you may need to consider something as simple as acquiring new URLs to change from being .co.uk only to .com.
In addition, you may need to consider having your website translated into different languages. Going forward, the things you say and the images you use will take on a whole new meaning and therefore you may need to adjust both in order to appeal to a more global, more aggressive and more dynamic marketplace.
Finally, you will need to address the needs of any new markets that you plan to enter. For example, the ‘Curiously Moreish’ strapline of Monty Bojangles – a chocolate confectionary company – sat well in the UK but was not understood by US customers. The Kiddylicious brand – who create baby snacks – also hit a wall whilst trying to expand, as their brand’s iconic eyes could not be used in South Africa, where as human features are banned from packaging. Hence, to enter new markets, creativity and flexibility is key.