These mistakes may be innocent enough, but they can have substantial financial repercussions and unwanted brand erosion. Understanding cultural differences from both a business standpoint and a social standpoint is critical to being successful in global waters. If you are new to the challenge of doing business in foreign territories, keep in mind that the American way is not the only way, and in some cases it can be avoided.
Example: An American executive who moved to London for a Branding role was new to British culture. He was a bright, headstrong and opinionated American who constantly multitasked, he had a work ethic that did everything right and would happily stay up all night to complete a project. However, he was not being well received. He quickly learned that from a personal brand, likeability, and efficiency perspective, it was up to her to rehabilitate his professional persona. To fit in, he needed to adapt to the place if he was to be welcomed by his British colleagues. He started with simple steps, lowering his voice several octaves as he spoke. He then synchronized with the speed and efficiency of his colleagues. He refrained from commenting on the British aristocracy. Lastly, he became much less overtly assertive. He happened to be a fast learner, therefore his challenges were greatly overcome in a short period of time and made a substantial difference. He was still American, but he was no longer the stereotypical, exaggerated, and unintentionally offensive American.
This lesson was repeated (albeit abbreviated) when he made brand 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. Developing some cultural sensitivity and personal brand acumen is imperative before attempting to launch your brand, sell products, or increase awareness of a brand, product, or service across cultures.
Advice 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 will be meeting with. Are they married? Are they single? What was your previous position? How long have they been in that position? This information may serve you well.
4) If you can, determine in advance your perspective on that of the Americans.
5) Work hard, but work smart. Be careful not to alienate colleagues or discourage superiors.
6) Understand the currency and exchange rate so you can calculate quickly and efficiently, demonstrating (at some level) your understanding of your global trading system.
7) Research the global shipping and customs guidelines for that territory.
8) Become your own PR Consultant and brand yourself as someone who is interested in and understanding of your social and business culture.
In short, and above all, listen, contain, adjust, assimilate and communicate the best practices for that specific international territory. Demonstrating and communicating your understanding and respect for their business culture and methodology is key to success! If they don’t connect with you, they won’t connect with your brand.