Four quick brand fixes for your international markets
Small tips can make the difference between winning or losing customer confidence and gaining any hot leads.
When it comes to presenting yourself to new markets, researching your customers’ culture is invaluable. This is important because what’s deemed ok in your country might not be ok in other parts of the world.
Color psychology around the world
Your brand colors could mean you fall at the first hurdle in new markets because colors symbolize different things in different countries. Yellow means jealousy and betrayal in France, while in Japanese culture, yellow represents bravery and wealth. In some western cultures, blue is considered trustworthy and authoritative. Check out GE, Ford and IBM, for example.
Make Tuesday your contact day
The best day to get the most emails opened in Tuesday morning no matter where you are in the world. Around 20% more emails are opened on this day than any other day in the working week. Tuesday is obviously a good day because research shows that the best time to schedule a client meeting is Tuesday at 10:30 am, so you’ll have to do a bit of maths to work out when to make that video call to Singapore, Germany, South Africa, etc.
Punctuality is critical… sometimes
Punctuality is highly important in China and it’s even okay to begin meetings slightly earlier than planned. At the beginning of a meeting, it’s customary to thank the participants for contributing their valuable time. Pre-business chat is fine in the UK and Brazil, but not in Switzerland and Russia. If you run past your allocated meeting time, that’s okay – if it means you get all your points over the line.
Accept the business card the right way
In Japan, it’s important to accept the business card with two hands and study it meticulously. In a country of rituals and respect, taking the time to examine your contact’s business card will resonate and show that you’ve done your cultural localization research.
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By Ben Whittacker-Cook
Ben works for the Straker Marketing team and is looking forward to 2018.
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