Bob Kaufman, President of International, XPONENTIAL Fitness
A while back, I was on a podcast discussing what it really takes to expand a brand beyond its home market and the importance of thoughtful adaptation.
In that conversation, I said it wouldn’t surprise me if as much as 30% of what makes a brand work domestically needs to change internationally.
That idea stuck, and that’s how the 70/30 rule was born.
What Is the 70/30 Rule?
At its core, the 70/30 rule is simple:
- 70% of your brand should stay consistent
This is your identity. It’s what makes your brand recognizable and distinct. - 30% should be adaptable
This is where you adjust to local culture, consumer behavior, and market realities.
If you get this balance right, the changes won’t feel like compromises. They’ll feel natural and almost invisible to the customer.
Why “Copy-Paste” Doesn’t Work
One of the most common mistakes brands make when going international is assuming that what worked at home will work everywhere.
It won’t.
Consumer expectations, cultural norms, pricing sensitivity, real estate dynamics, marketing channels, these all vary widely across markets.
A strict “copy-paste” approach often leads to:
- Poor customer adoption
- Misaligned messaging
- Operational friction
- Slower growth than expected
International expansion isn’t about replication; it’s about translation.
How to Think About the 70/30 Rule
The 70/30 rule is not a rigid formula. It’s a mindset.
.Think of it as a lens that you will permanently look through as you enter a new market. You’re constantly evaluating:
- What must remain unchanged?
- What is a natural evolution to feel local?
With experience, this becomes second nature.
The Five Principles Behind the 70/30 Rule
1. Curiosity and an Open Mind
Don’t be literal about adjusting 30%.
The real takeaway is to approach every new market with curiosity and an open mind. Go and experience your competitors, take note of what’s working and what’s not. Ask questions. Listen more than you talk. Assume there are things you don’t know, and assume that you cannot just Copy-Paste. Be open to what might need to be localized.
2. Walking a Tightrope
International expansion is a constant balancing act.
Adapt too little, and your brand feels foreign and disconnected.
Adapt too much, and you risk brand dilution – meaning, losing what made your brand special in the first place.
The goal is to preserve your core while flexing at the edges.
3. Bridge Building
Your job is to build a bridge to local acceptance and then adoption.
That bridge is made up of small but meaningful adjustments:
- Messaging that resonates locally
- Experiences that feel familiar
- Touchpoints that align with daily life in that market
When done right, consumers don’t feel like they’re engaging with a foreign brand; they feel like it was built for them.
4. Leave the “Sacred Cows” at Home
Every brand has internal beliefs about “how things must be done.”
Some of those are essential. Many are not.
Be honest about what truly defines your brand and be willing to let go of the rest.
What feels critical at home may be irrelevant, or even counterproductive abroad e.g., certain location based processes or particular marketing strategies.
5. Authenticity Wins
At the end of the day, authenticity is what people respond to.
You need to be:
- Authentic to your brand (the 70%)
- Authentic to the local market (the 30%)
If either side feels forced, customers will notice.
What Great Execution Looks Like
When the 70/30 rule is executed well, something interesting happens:
Nothing feels different, but everything works.
The customer doesn’t see the adjustments. They just feel that the brand “fits.”
One of my favorite examples comes from this social media post from a Club Pilates studio in Tokyo:
“Who knew Pilates would prepare you for Japanese trains?
Core strength = real-life skills. Come train with us.”
It’s simple, relevant, and unmistakably local, while still being true to the brand.
That’s the 70/30 rule in action.
Final Thought
Expanding internationally is one of the most exciting stages in a brand’s evolution.
But it requires a shift in mindset.
The brands that win are the ones that protect what matters most while adapting where it counts.
Get that balance right, and your brand won’t just enter new markets; it will belong there.