Having a powerful brand is the heartbeat of your business, but when your direction points you to going global, things can get a little tricky. Have you thought of whether your brand is culturally sensitive or not?
You launched a great brand in one country and tried to launch it in another where your concept is offensive. That's where cultural sensitivity in branding comes in. Cultural missteps can damage your brand faster than you can say "mistranslation."
As experienced at 15 years old during my first summer job in a packaging factory for the beauty brand Clinique, we packed a separate line with the same products and packaging, but with the brand name changed to 'Linique'. We were told the word didn't make sense for the product type in the German market, though I'm pretty sure they said it was a rude word! 🤔
So some blunders you need to avoid...
Wording and translation
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Puffs tissues introduced its product then later on learned "Puff" in German is a colloquial term for a brothel. | Pepsi introduced their brand in China with a slogan "Pepsi brings you back to life." which became “Pepsi brings your ancestors back from the grave.” | Schweppes tried to take their fizzy water global, but things got a lost in translation instead of being "Schweppes Tonic Water" it became "Schweppes Toilet Water" |
Inappropriate symbols and imagery: Be mindful of cultural taboos and ensure your imagery and symbols are respectful and appropriate for each market.
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In South East Asia and India, red is a popular colour in general, as it is associated with joy, happiness, luck and prosperity, where as in Africa it is associated with mourning. | Black has had its fair share of negativity across many cultures, due to symbolising death and evil. However, in Western society, it's now a fashion statement colour, especially for luxury and premium brands. | While purple is associated with luxury and quality in many parts of the world, in Thailand, it is reserved for the monarchy and can be seen as disrespectful or insensitive when used prominently by other entities. |
Ignoring local customs and traditions: Be aware of and respect local customs and traditions, especially during significant cultural or religious periods.
Reasons to embrace cultural sensitivity
🎯 Avoid awkward silences: Steer clear of unintentional stereotypes and offensive imagery. Respectful branding builds trust and fosters connections with diverse audiences.
🎯 Authentic engagement: Show you care. By understanding different cultures, you can tailor your message to resonate on a deeper level.
🎯 Expand your reach: The world is a big, beautiful place! Culturally sensitive branding opens doors to new markets and a wider customer base.
Branding to be culturally sensitive
📍 Research: Dive deep into the cultures you want to connect with. Understand their values, traditions, and even humour to avoid any faux pas.
📍 Local collaborations: Partner with native creatives and marketing experts. They'll be your guides through the cultural landscape, ensuring your message lands perfectly.
📍 Think beyond translation: Direct translations don't always work! Adapt your message to fit local idioms, slang, and cultural references.
📍 Visuals speak volumes: Images and symbols can have different meanings across cultures. Be mindful of your visual choices and ensure they're culturally appropriate.
Go global
Cultural sensitivity isn't just about avoiding mistakes – it's about embracing the richness of different cultures. By investing in research, collaboration, and a genuine appreciation for diversity, you can build a brand that resonates with people from all walks of life. So, grab your metaphorical passport, unleash your creativity, and let's create brands that speak a universal language of connection!
Not sure where to start?
Let's talk about how you can bring your brand globally.
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