The best global brands know the value of local precision

Most businesses assume that once they’ve cracked the code for global success, the dominoes will automatically fall into place in smaller markets. But in reality, whether you’re expanding across international borders or attempting to make a name for yourself on a regional scale, the formula remains the same. Namely, a comprehensive understanding of cultural nuances.

For U.S. brands, this is a familiar challenge. I’ve yet to see a brand craft a premium campaign that resonates across all 50 states. After all, you wouldn’t try to communicate with New Yorkers like you would with consumers in the South or the Midwest.

Unique turns of phrase, jargon, pop culture references — effectively leveraging these cultural distinctions is make-or-break for any brand trying to forge connections with a new audience.

Now, that’s not to say that you can’t have your cake and eat it too. Just ask McDonald’s, a pioneer in fostering local affinity without sacrificing brand consistency. Not only does it have staple products that are beloved the world over — the Big Mac and McFlurry immediately spring to mind — but the fast-food giant also acknowledges the importance of catering to local tastes. Whether that’s the dietary preferences in India (Chicken Maharaja Mac) or Singapore’s love for spice (McSpicy).

However, localization doesn’t come easily. Cultural missteps will always be acutely felt, no matter the size of the brand, or the market. Consider the tale of the Chevy Nova, whereby the brand’s attempt to penetrate Latin America was thwarted by its choice in naming the car model. In Spanish, “No Va” translates as “No Go.”

Now, this is a well-known legend used to frighten aspiring business students, but it’s not just your comms and messaging that can suffer from cultural mistakes. Regardless of your intentions, being perceived as insensitive or ignorant can alienate consumers and cause trust to collapse, a resource that is hard to gain and nearly impossible to regain.

Thankfully, there are a few steps that can help brands avoid making a cultural faux pas.

First and foremost, don’t skip your homework. This isn’t just about familiarizing yourself with consumer behaviors and exploiting a gap in the market. Rather, it’s an exercise in complete immersion. Alongside the traditional competitor analysis, engage in more granular techniques such as focus groups and surveys. Broaden your horizons and learn about the connotations of certain numbers and symbols or the meaning behind different colors. Each of these insights acts as a stepping stone to effectively tailor your marketing activities.

The best way to understand a local market and all its nuance is by being there. No matter how thorough your desk research is, sometimes even the best internet resources can’t capture the full picture. Tapping into networks of local marketers, which we do at Croud, is a way to “think global, act local” at scale.

Once you’ve broadened your knowledge base, you can begin taking a more bespoke approach. Without sounding like a broken record, personalization is no longer an optional extra. According to BCG, approximately four-fifths of global consumers are comfortable with personalized experiences. The business case for taking this route is well documented: Companies that excel in this department record 40% higher revenue than the average business.

Following this school of thought, it would be unwise to assume that your new market will have the same channel preferences. The onus is on you to meet your consumers where they are, not the other way around. For example, while WhatsApp is the most prevalent social media channel in Latin America (used by 92% of internet users), WeChat boasts more than 1.3 billion global monthly active users, with the majority coming from China.

Influencer partnerships are an authentic avenue to bridge the gap to local audiences. What they lack in recognition compared to internationally known celebrities (think of the Kardashian-Jenners), they make up for in engagement. Statista reports that nano influencers possess the highest engagement of all TikTok profiles worldwide, with micro influencers ranking second.

Not only are these collaborations an excellent way to amplify your message at a grassroots level, they’re a powerful asset in cultivating loyalty. Communities are drawn to brands that tap into local talent. More than two-thirds of consumers trust local businesses more than online-only organizations. This line of thinking can also be applied from a logistical standpoint. While relocating existing team members or operating remotely may seem prudent, in the long –run, this will do little to further your reputation.

Clearly, going from global scale to local precision is far from a walk in the park. There are plenty of pitfalls to watch out for — not least the failure to appreciate localized consumer behavior and an inability to drive engagement within the community. However, perform your due diligence, invest sufficient time into the preparation process and tap into the cultural nuances that define each market, and there’s no reason for your brand to get lost in translation.

This op-ed represents the views and opinions of the author and not of The Current, a division of The Trade Desk, or The Trade Desk. The appearance of the op-ed on The Current does not constitute an endorsement by The Current or The Trade Desk.