Your brand's voice isn't connecting with a global audience. How can you realign it for maximum impact?

There's way, way more to consider than your voice when evaluating why the brand is not performing well with an international audience. Questions range from the fundamentals of whether your product or service "fits" the local market, how you sell and market, if you are staffed to support local customers, and the logistics/partnerships needed, plus everything around content, language, and accessibility. Don't pin it all on the brand voice - it's an important and vital conversation to have but it's by no means the holy grail. A globalization maturity assessment can help pinpoint areas to improve.

To realign your brand’s voice for maximum impact with a global audience, start by conducting a thorough audience analysis to understand cultural nuances, values, and communication preferences across different regions. Adapt your messaging to be inclusive and resonate with diverse cultural contexts while maintaining the core identity of your brand. Simplify language and avoid idiomatic expressions that might not translate well. Additionally, consider localizing content, including visuals and tone, to align with regional tastes. Engaging with local influencers and gathering feedback from global consumers can also provide valuable insights to fine-tune your approach.

Find the problem/issue, and then provide guidelines to your audience. Need to know who your audience is and what current issues they can solve. Also, rewording your phrases/speech so you can cast a wider audience.

To realign your brand's voice for global impact, focus on understanding cultural nuances, use inclusive language, embrace universal themes, and collaborate with local experts. This ensures your messaging resonates across diverse markets while staying true to your brand identity.

A few years back, our company’s brand messaging resonated well at home but missed the mark internationally. We realized that idioms and humor didn't translate well, leading to confusion in key markets. To address this, we partnered with local experts who helped us adapt our content while maintaining our brand’s core message. This shift resulted in improved engagement and increased global sales. The experience taught us the importance of evaluating reach through the lens of cultural sensitivity to truly connect with a global audience.

Step back and take an outside-in view of your brand. Ask yourself if you have done enough due diligence on the cultural aspect of your communications and outreach? Have you sized up your competition? What is your target demography?

You highlight that effective communication goes beyond simple translation; it requires a deep understanding of social norms, values, and communication styles in different cultures. The example of how tone can be perceived differently across regions is a powerful reminder of the potential impact of cultural differences. By advocating for learning about the cultural backgrounds of your audience, you emphasize the importance of adapting your messaging to resonate with diverse markets while maintaining the core identity of your brand. This approach ensures that your brand connects meaningfully with a global audience, fostering trust and engagement across cultural boundaries.

The essence of your brand should always remain consistent, with core values and promises intact, regardless of the market. However, it's crucial to recognize that what each global market values can differ significantly. To connect effectively, understand and speak to the unique values of each market, respecting cultural differences while ensuring your brand stands out. By staying true to yourself and aligning your message with local priorities, you can create a strong, authentic connection with diverse audiences around the world.

Eu sugeriria agregar conteúdos novos, descentralizando e englobando núcleos mais amplos. É uma maneira de Realizar essa transição e expandir o relacionamento da marca à públicos globais.

While adapting your brand voice for different markets, maintain a consistent core message that reflects your brand’s values and identity. Consistency ensures that your brand remains recognizable and trustworthy, regardless of regional variations. Establish core principles and key messages that should be upheld in all communications while allowing for localized adaptations.

Invest in the brand. Everything you do should reflect well on the brand. Think of it like a bank account -- you want to make regular deposits to the account so that it will grow with interest (pun intended - people interested in the product will further grow the value of the product). That way when something goes wrong (and it will eventually), the withdrawal from that brand won't bankrupt the account.

In times where businesses look to develop their market further they must first ask themselves, 1.) Why? Why do we want to reach these markets? This core driver will inform any decisions in brand identity, as well as brand development. So the question becomes: 2.) How do we tell our story through modern media formats? Are we filling a need, or creating one? These style questions often become obvious when the microscopes are pulled away, we get to re-introduce ourselves to new people. 3.) Listen to feed back from localized focus groups. Are you accurately describing your why? (#1) 4.) Adapt, and know who you’re talking to. Stay constant in your brand’s voice. Work with professionals on creating high quality video assets and delivery📦

Well said ! You rightly point out that misunderstandings can stem from not just translation errors, but also the use of colloquialisms and slang that may not translate well or even exist in other languages. By advocating for clear and simple language, you emphasize the need to prioritize universality in word choice, ensuring that your message remains impactful yet easily understood across diverse audiences. The suggestion to work with professional translators or localization experts is spot-on, as it ensures that your brand's voice is consistently and accurately conveyed across different languages and cultural contexts. This approach helps maintain the integrity of your message while making it accessible to a global audience.

In addition to developing localized content targeted to a global audience, tap into the power of influencer marketing. Find influencers who are aligned with your core values and are highly engaged with the audience you’re trying to convert. They will help your business gain awareness and exposure to potential prospects that will ultimately increase your market share.

If you are in the United States and seeking international partners, working with the U.S. Commercial Service through a gold key, trade mission or similar program can be a great way to develop a local audience and interest - and local representatives will assist with challenges related to cultural nuance and reach. To make the best use of your time and investment, you can schedule an outreach around an existing event such as a trade show, and whenever possible/practical, involve a local translator in any opportunities to speak or interact with prospects in their native tongue.

Numbers, numbers, numbers don't lie. Check your data analytics. Look at your numbers on a daily basis and see where you can improve through feedback. This can be done through checking comments, likes, shares, and much more.

Feedback Loops: Continuously gather feedback from different markets to understand how your voice is perceived. Use this data to adjust and optimize your approach over time. Universal Themes: Focus on universal human experiences or values, like family, health, and aspirations, to create an emotional connection that resonates across cultures.

Realigning your brand's voice is akin to learning a new language fluently. It's about more than translation; it's about understanding and embodying the cultural nuances of your global audience. By actively listening to their feedback, you're not just refining your message, but forging a deeper connection. This dynamic process ensures your brand remains a relevant and resonant force on the world stage, evolving in harmony with the diverse voices that shape it. Think of your brand as a living organism. It must adapt and grow to thrive. By consistently monitoring your audience's pulse, you're providing the lifeblood it needs to flourish in a global marketplace.

O relacionamento pode vir de muitos canais, inclusive da relação do público direto no PDV com os atendentes. É importante pedir os feedbacks das equipes que fazem ponto de contato com o público e mesclar as informações com as interações em canais digitais.