Communicating Brand Values Across Different Cultures

When I was 20 years old, I took 100+ Australian students to Shenyang — a city that borders North Korea & Russia, and also the capital of industrial China. Even though I am ethnically Chinese and fluent in Mandarin, I had my first real culture shock. It was my first time working with the local Chinese. I couldn’t understand when people danced with their words in a roundabout way, their deference to hierarchy, the layers of nuance in what 𝙬𝙖𝙨𝙣’𝙩 said. And over the years, as I worked with varying cultures across APAC and the US, I have come to see the differences of working in high vs low context environments. When we don’t appreciate the cultural differences in how others convey and interpret information, we are more likely to misunderstand them. In Erin Meyer’s book, The Culture Map, she describes high and low context as depending on whether there is an assumption of shared context and understanding. High context cultures communicate in implicit, subtle, layered and nuanced ways, whilst low context cultures are more explicit, straightforward and concise. Interestingly, this is often clustered by language type along a spectrum. Low context languages are predominantly anglo-saxon, with romance languages being in the middle and high context being the asian language cluster. Then within each language cluster, it depends on homogeneity of the culture and length of history. It’s easy to then understand why companies with global teams often have varying challenges communicating in these different styles. If I could go back and give advice to my 20 year old self, here’s some things I would have done differently: 👀 when working with a high context culture like China, use effective listening, observe body language, and ask open-ended questions to try to interpret the meaning behind the words ✍🏻 when working with a low context culture like the US, be clear and to the point. Communicate explicitly, and pay attention to the literal meanings of words, with strong emphasis on written communication 🤝 when working together with different styles across cultures, mutually design and agree on a communication framework, and be held accountable to it What has your experience been with working with different cultures?

If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart.. The impact of localization on purchase behavior is huge. Research shows that consumers are 75% more likely to buy from brands that communicate in their native language. And it's not just about translating text. To truly engage, companies need to adapt everything—audio, video, and visuals—to reflect local tastes and cultural norms. It’s that emotional connection that turns a one-time customer into a loyal fan. Localization also builds trust. When a consumer feels that a brand truly understands their world, they’re more likely to stick around for the long haul. It’s not just about selling products; it’s about showing respect for their culture. In today’s competitive landscape, this emotional bond can be the key to higher conversion rates, stronger loyalty, and long-term success. That’s why I’m excited to share how Ollang’s multilingual, multimodal, and multiagent system takes localization to a whole new level, ensuring companies can adapt to the unique needs of each market, fostering deeper connections and driving global growth. Key Insights from Our White Paper: - A modular, agent-based architecture designed to handle complex multilingual and multimodal content with human-grade accuracy. - Reduced translation errors by over 60% for multimedia content, ensuring a seamless experience for international audiences. - Our system includes cultural adaptation agents that modify content to align with regional norms, preventing misunderstandings and enhancing relevance. - Integrated processing for text, video, and audio, leveraging specialized agents for each content type to ensure maximum engagement. - Demonstrated superior performance in subtitle localization, achieving 92.9% accuracy in Mandarin and 98.9% in German, outperforming leading AI systems. - Flexible, scalable architecture that allows businesses to adjust workflows and parameters based on market-specific needs, ensuring consistent performance across regions. We have groundbreaking research we’re excited to share very soon. At Ollang, we won’t rest until the problem of localization is solved—because global success shouldn’t be limited by language. White Paper: https://lnkd.in/gVe2yaRh Ollang #localization #AI #dubbing #subtitling #translation #globalization #i18n

A key to working across cultures is finding common ground. In my career, I've had the privilege of working extensively in France and Japan, where I learned both languages by immersing myself in the cultures. While at first glance, these two nations could not seem more different, they actually share a number of fascinating similarities. Both cultures are deeply hierarchical, with long histories of imperial or royal rule. Japan still has an emperor, while France became a republic in 1792, and this deference to seniority continues in management today. Both societies take deserved pride in their rich cultural heritage, exquisite cuisines, and world-renowned art and architecture. Both value tradition and craftsmanship. So why do they feel so different? If you listen to Japanese and French people interact, as I have, it doesn’t take long to hear the answer in their respective communication styles. France embraces intellectual rigor and flamboyance. Conversations are passionate, often argumentative, and laced with historical context. Japan, in contrast, values subtlety and consensus. Their culture is characterized by the mantra "less is more," where meaning is often inferred rather than explicitly stated. Reflected in the common expression, “Read the air,” non-verbal communication conveys meaning. It's a beautiful contrast: two cultures with similar values but opposite modes of expression. If there’s a lesson here for global marketers, it’s this: when communicating across cultures, things are not always as they seem. Once you understand where you align, you can overcome how you differ. True understanding requires digging deeper, appreciating nuance, and learning to adapt both what you say and how you say it.

Bridging Direct and Indirect Communication Styles in Global Teams: A Leader's Guide 🤝 🌏 Have you ever sent what you thought was a clear message, only to realize it was interpreted completely differently by team members across the globe? You're not alone. 💭 Imagine a Dutch supervisor giving feedback on a Brazilian team member’s proposal: "This proposal needs significant work." The Brazilian colleague, however, walks away feeling disheartened. 💔 Neither intended for this disconnect—both simply wanted to produce great work. 🎯 Here are four tested strategies I've seen transform global team communications: 1️⃣ Create a "Communication Charter" 📝 Work with your team to document and share each culture's typical communication patterns. Make it explicit: "In Germany, direct feedback is a sign of respect" or "In Japan, suggestions often come wrapped in careful language." 2️⃣ Use the "What I'm Hearing" Technique 👂 When receiving indirect feedback like "Maybe we could consider..." or direct feedback like "This isn't working," practice restating: "What I understand is..." This simple practice reduces misunderstandings in global teams. 3️⃣ Establish Multiple Feedback Channels 💬 Some team members may never speak up in meetings but will share brilliant insights via email or one-on-one chats. Give your team options – it's not about changing their style but creating space for all voices. 4️⃣ Model Flexibility 🔄 As a leader, demonstrate switching between styles. With direct communicators, be clear and concise. With indirect communicators, provide context and be attentive to subtle cues. Remember: The goal isn't to make everyone communicate the same way, but to build bridges between different styles. The most innovative solutions often emerge when diverse communication styles meet in the middle. 🌉 What communication challenges have you encountered in your teams? Share your experiences below. 👇 #GlobalLeadership #CrossCulturalCommunication #DiversityAndInclusion #TeamManagement #GlobalBusiness ______________________________ 💡 Turn Cultural Differences into Your Team’s Competitive Advantage! Ready to build a culturally competent team? Let’s work together to turn cultural differences into strengths! 🌐 Learn more about how Mastering Cultural Differences can help your organization thrive. 🎁 Click the link on my profile to book a complimentary session and discover how we can empower your team to thrive globally.