Expanding your company globally can be a bit tricky if it is not carefully crafted.
You’ll have to worry about enhancing your customer engagement by utilizing content that is culturally intelligent. So let’s get into it!
The Cultural Differences
Every culture is different and unique in their own ways. Whether it is the practices, gestures or imagery not one culture is identical to the other. When trying to expand your brand, you want to pay attention to the international audience you have to see what can be utilized to grab their attention. Now this does not mean you have to change your goals but you want to make sure that your brand is inclusive.
For example, multi active cultures, like Latin American, would be drawn to things that are about emotions to relationships where as reactive cultures are more passive and supportive to authority like Asian cultures.
It’s More Than What Meets The Eye
Now just because something looks good does not necessarily mean that it is good, to everyone at least. The colours and images that are picked out for your brand might be perceived differently in other cultures. The last thing you want is for your brand to give off the wrong image so be cautious when it comes to things like this.
A great example of this is the colour white being used for purity, or for weddings in Western cultures. However, in many Asian cultures white is a colour of mourning and red would be used for matrimonial ceremonies.
This is why it is a good idea to have a team full of diverse creators to be able to share their knowledge of their backgrounds as well as to bring together knowledge on other cultures. It is important to try to create an authentic connection with the customers of your brand so paying attention to cultural differences like these can help with that.
When the effort is put in to create culturally appropriate content, the brand not only shows that they care but that they are willing to nurture their customers. This helps everyone feel welcomes and noticed.