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How do you keep your brand voice consistent across cultures?

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Your brand voice is the way you communicate your values, personality, and message to your audience. It reflects who you are, what you stand for, and how you want to be perceived. But how do you keep your brand voice consistent across cultures, especially when you expand to new markets or regions? Here are some tips to help you maintain your brand voice while adapting to different cultural contexts and expectations.

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Himani Joshi

Transforming Brand visions into Tangible success | Founder - Eduhive Creative Studio - Branding & Digital Marketing…

1 Know your audience

Before you create or modify your brand voice, you need to understand who you are talking to and what they care about. Research your target market and segment your audience based on their demographics, psychographics, behaviors, and preferences. Find out what language, tone, style, and emotions resonate with them and what might offend or confuse them. Use this information to tailor your brand voice to each audience segment, while still staying true to your core values and personality.

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Aishwarya Gupta

Helping brands grow & build meaningful connections with consumers | Top Voice | Brand Management | Consumer Research | Brand & Digital Strategist | Media Management | Storyteller | @Angel One | Ex-Paytm, Upstox, TikTok
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- In my experience, the most important step in keeping your brand voice consistent across cultures is to know your audience. This means understanding their cultural norms, values, and expectations. - An example of this is how Coca-Cola adapted its advertising campaign in China. In the Chinese language, the word "ko" sounds like the word for "death", so Coca-Cola changed its name to "Kekoukele" in China. - I agree that it is important to know your audience when keeping your brand voice consistent across cultures. However, it is also important to be authentic and respectful. This means avoiding stereotypes or clichés, and being genuine and honest in your communication.

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2 Define your brand voice

Once you have a clear picture of your audience, you need to define your brand voice and document it in a brand voice guide. A brand voice guide is a set of guidelines that describe your brand's personality, tone, style, and vocabulary. It helps you and your team communicate consistently and effectively across different channels and platforms. A good brand voice guide should include examples, dos and don'ts, and best practices for different situations and scenarios.

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3 Test and iterate

Creating a brand voice is not a one-time event, but an ongoing process that requires testing and iteration. You need to monitor and measure how your brand voice performs in different markets and cultures, and how it aligns with your goals and objectives. You also need to collect feedback from your audience and stakeholders, and use it to improve and refine your brand voice. Be open to learning and adapting to changing needs and expectations, but don't lose sight of your brand identity and values.

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Aishwarya Gupta

Helping brands grow & build meaningful connections with consumers | Top Voice | Brand Management | Consumer Research | Brand & Digital Strategist | Media Management | Storyteller | @Angel One | Ex-Paytm, Upstox, TikTok
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- In my experience, the best way to test your brand voice is to start small. Use it on your website or social media channels, and see how your audience responds. - An example of this is how Netflix tested its brand voice on Twitter. The company started by using a more informal tone, but it found that its audience responded better to a more formal tone. - I agree that it is important to test and iterate your brand voice. However, it is also important to be patient. It takes time to find the right voice for your brand.

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4 Be authentic and respectful

One of the most important aspects of keeping your brand voice consistent across cultures is to be authentic and respectful. Don't try to imitate or copy another culture's voice or style, or use stereotypes or clichés. Instead, be genuine and honest, and show that you care about your audience and their culture. Respect their norms, values, and beliefs, and avoid any language or content that might be insensitive or inappropriate. Remember that your brand voice is not only what you say, but how you say it and why you say it.

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5 Hire local experts

Another way to keep your brand voice consistent across cultures is to hire local experts who can help you create and deliver your brand voice in different languages and contexts. Local experts can be translators, copywriters, editors, or consultants who have native or near-native proficiency in the target language and culture. They can help you adapt your brand voice to the nuances, idioms, and slang of the local market, and ensure that your message is clear, accurate, and engaging. They can also help you avoid any cultural or linguistic pitfalls that might damage your reputation or credibility.

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6 Review and update

Finally, you need to review and update your brand voice regularly to ensure that it stays relevant, consistent, and effective across cultures. You need to keep track of any changes or trends in the markets and cultures you operate in, and how they might affect your brand voice and communication. You also need to review your brand voice guide and make sure that it reflects your current brand identity, values, and goals. Updating your brand voice can help you stay ahead of the competition and connect with your audience on a deeper level.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Himani Joshi

Transforming Brand visions into Tangible success | Founder - Eduhive Creative Studio - Branding & Digital Marketing Agency | Patner - Heart of Landour - Boutique property in Landour
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Cultural Sensitivity Training: If you have a team responsible for creating content or managing your brand's voice in different regions, provide them with cultural sensitivity training. This can help them understand and navigate cultural differences effectively.

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How do you keep your brand voice consistent across cultures?

1

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3

4

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1 Know your audience

2 Define your brand voice

3 Test and iterate

4 Be authentic and respectful

5 Hire local experts

6 Review and update

7 Here’s what else to consider

Brand Strategy

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How do you keep your brand voice consistent across cultures?

1

2

3

4

5

6

7

1 Know your audience

2 Define your brand voice

3 Test and iterate

4 Be authentic and respectful

5 Hire local experts

6 Review and update

7 Here’s what else to consider

Brand Strategy

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感谢您的反馈

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