Brand Code-Switching: 5 Ways to Adapt Your Brand Tone for Every Ear.

A New and exciting Newsletter season is here, a fresh breeze of enthusiasm sweeps through our newsletter. 🍃 This edition marks the commencement of a thrilling journey into a world where marketing meets culture, innovation, and you - our vibrant community of marketing fans in Africa and beyond.

🚀 A New Beginning: Exploring the Intersection of Marketing and Culture 🚀

With this new season, we're embarking on a creative adventure that delves into the dynamic realm of brand communications, strategy, and the evolving landscape of cultural diversity. Our mission? To decode the art of practically reaching hearts and minds, understanding that every community speaks a unique language.

🌍 Join Us on a Cultural Expedition 🌍

In this first episode of Season 2, we'll navigate the fascinating world of "Brand Code-Switching." This linguistic and cultural blend is not just about words; it's about forging connections, embracing differences, and celebrating the beautiful tapestry of languages and traditions that make our world so wonderfully diverse.

Today, let's delve into a vital concept: "Brand Code-Switching." It's a strategy that isn't about complicated technical terms, but rather about how brands adapt their communication to resonate authentically and relatably with diverse target audiences. 🗣️

🌟 Brand Code-Switching: Navigating Different Conversations

Brand code-switching is the art of adjusting a brand's communication style, language, and cultural approach to connect effectively with various target audiences. Much like how you adapt your conversation with friends versus a professional setting, brands tweak their communication to suit the preferences and cultural nuances of different communities. 🔄

🌍 Why is Code-Switching Important for Brands?

In a wonderfully diverse country like Ghana, embracing various languages and cultures is crucial for brands. Code-switching is about demonstrating respect and understanding for the different linguistic and cultural segments of our society. By adapting their communication, brands ensure their message is clear, impactful, and inclusive for all. 💬 Here are 5 surefire ways to dabble in code-switching for brands.

1. Be a Chameleon: Brands can tailor their communication strategies to resonate with different linguistic communities using a mix of languages or dialects. Using official languages, regional dialects, or popular slang can help you connect with different segments of the audience.
2. Cultural Sensitivity and Relevance The brand's imagery, storytelling, and cultural references should align with the values and traditions of its target audiences. By acknowledging and incorporating cultural holidays, traditions, and events into marketing campaigns, you demonstrate cultural sensitivity.
3. Change Your StyleDifferent audience demographics are likely to expect and prefer different styles, tones, and formalities of messages, so brands need to tailor their messaging to meet their expectations. In corporate communications, for instance, they might adopt a more formal tone, while on social media they might adopt a more casual, conversational tone.
4. Localized Marketing Campaigns: Creating region-specific marketing campaigns that consider unique linguistic and cultural characteristics is essential. This may involve tailoring product names, taglines, and visuals to suit local preferences, making the brand feel more localized and relatable.
5. Utilizing Influencer Partnerships: Collaborating with local influencers who deeply understand their audience's culture, language, and preferences can be highly effective. These influencers can authentically convey the brand's message in a way that resonates with their followers, bridging the gap between the brand and diverse communities.

🦸 Influencers: The Link Between Brands and the Community

Influencers are akin to cultural ambassadors. They have a deep understanding of their followers, the language they prefer, and the trends they love. Brands partner with influencers to authentically translate their message into a language that resonates within specific communities. This collaboration ensures that the brand's voice is heard in a tone and style that feels genuine and relatable to the audience. 🎤

💡 Benefits of Code-Switching: The Big Wins

• Inclusivity and Relatability: By code-switching, brands become more approachable, speaking in a language and style that make their audience feel at home. 🏠
• Expanding Horizons: Code-switching is a strategic move that helps brands reach a broader audience, bridging communication gaps and fostering engagement. 🌏
• Cultural Sensitivity: Adapting to local norms and communication styles demonstrates a brand's cultural awareness and appreciation, building trust and rapport within the community. 🌱

🌟 Real-Life Examples

Case Study: Vodafone Ghana's EkikiMe Campaign - Code-Switching for Cultural Connection

💡Introduction

Vodafone Ghana, a prominent telecommunication company, recognized the need to connect with its diverse audience across Ghana's linguistic and cultural landscape. To achieve this, the company implemented a strategic marketing campaign titled "EkikiMi" that masterfully employed code-switching, blending English with local languages such as Twi and Ga.

Campaign Objective🎯

The primary objective of the "EkikiMi" campaign was to resonate with a wide spectrum of Ghanaians by speaking to them in familiar languages and cultural contexts. By leveraging local languages and cultural references, Vodafone aimed to enhance brand relevance, engagement, and affinity within the diverse communities of Ghana.

Campaign Mechanics ⚙️

The campaign was elegantly simple, making it easily accessible to Vodafone customers:

1. Recharge Using Vodafone Cash: Customers were encouraged to top up their mobile accounts using Vodafone Cash. The process involved dialing 134 and following the provided prompts to complete the recharge.
2. Invite Friends: Upon successfully recharging, customers were incentivized to share the experience with friends. They were prompted to invite two friends to also recharge their accounts using the Vodafone Cash service, dialing 135.
3. Shared Value: Each friend who recharged through the invitation using 135 received the same value as the initial recharge. This mechanism allowed customers and their friends to benefit from the recharge value, creating a sense of community and shared advantages.

💹Code-Switching for the win!

The campaign employed code-switching, deftly blending English with local languages, particularly Ga. The use of "EkikiMi," a popular phrase derived from a Wisa Greid Hiplife song, showcased an understanding of local culture. The phrase, translating to "electricity shocking" or "kicking" someone in Ga, was well-known across all regions of Ghana, adding a distinctly local touch to the campaign.

Rewards and Incentives

The "EkikiMi" campaign rewarded both the customer initiating the recharge and the invited friends, ensuring a win-win situation:

• Customer Recharging (134): Customers who initiated the recharge using 134 enjoyed the regular value of their recharge amount, bolstering their loyalty to the Vodafone brand.
• Invited Friends Recharging (135): The friends invited to recharge using 135 received the same value as the initial recharge, fostering a sense of community and inclusivity.

Results and Impact

The "EkikiMe" campaign was a remarkable success, achieving the following outcomes:

• Increased Engagement: The campaign significantly increased engagement as customers were eager to invite friends to share in the benefits, fostering a sense of community.
• Enhanced Brand Relevance: Ghanaians recognized the line and the song used in the campaign which integrated local language and cultural references, Vodafone Ghana demonstrated a deep understanding and respect for the diverse Ghanaian population, enhancing its brand relevance.
• Expanded Reach: The campaign effectively won the hearts of Ghanaians, hence the campaign remix even with the introduction of Vodafone Cash in 2017. This campaign reflected in increased participation and brand visibility across the country.

Concluding

Take the cue from Vodafone and other successful brands who have employed this technique.

By making your content match your audience, your brand can enhance its image and expand its reach to a broader audience. It's about communicating not just in words, but in the language of understanding and empathy. In short, speak to your audience in a language they will not only understand but appreciate.

Till next time!

Keep innovating and connecting,

Esinam Batali

Marketing Mindset