These mistakes may be innocent enough, but they can have substantial financial repercussions and inadvertent brand erosion. Understanding cultural differences from both a business point of view and a social point of view is critical to being successful in global waters. If you are new to the challenge of conducting business in foreign territories, keep in mind that the American way is not the only one, and in some cases you can avoid it.
Example: An American executive who moved to London to fill a brand position was a newbie to British culture. He was a smart, strong-headed, stubborn American who constantly multitasked, had a “get it right” work ethic, and stayed up all night to complete a project. However, it was not well received. She quickly learned from the perspective of personal branding, likeability, and efficiency, it was important that she rehabilitated her professional personality. To fit in, he needed to adapt to the place if he wanted to be greeted by his British colleagues. He started with simple measurements, lowering his voice as he spoke several octaves. Then he synchronized with the speed and efficiency of his colleagues. He refrained from commenting on the British aristocracy. Ultimately, he became much less overtly assertive. It turned out to be a quick slimmer therefore its challenges were measurably overcome in a short period and it made a substantial difference. He was still American, but he was no longer the stereotypical, exaggerated, and inadvertently offensive American.
This lesson was repeated (albeit abbreviated) when he took branding excursions in Central and Eastern Europe, Spain, France, Australia, Germany and other territories. Each country has its own set of commercial, cultural and social attributes. It is imperative to develop some cultural sensitivity and personal brand acumen before attempting to launch your brand, sell products, or increase awareness of a brand, product, or service in different cultures.
Tips from a public relations expert:
1) Invest in due diligence. Research the cultural history of the country.
2) Research the company you want to do business with. Understand your past failures and successes. What are your goals? What can you offer them?
3) Research the people you are meeting with. Are they married? Are they single? What was your previous position? How long have they been in that position? This information may be helpful to you.
4) If you can, determine your perspective on the American in advance.
5) Work hard, but smart. Be careful not to alienate your colleagues or discourage your superiors.
6) Understand currency and exchange rate so you can calculate quickly and efficiently, demonstrating (at some level) your understanding of the global trading system.
7) Research the global customs and shipping guidelines for that territory.
8) Become your own Public Relations Consultant and rate yourself as someone who is interested in and understands your social and business culture.
In short, and above all, listen, stop, adjust, assimilate and communicate the best practices for that specific international territory. Demonstrating and communicating your understanding and respect for your business culture and methodology is key to success! If they don’t connect with you, they won’t connect with your brand.
