Taking your brand beyond India is exciting, and simultaneously tricky. You might have great products, a sleek website, and ads that work well in India, but when you try to sell outside India, you feel you’re missing something important that can deliver what you expect.
The problem is,
- Your brand isn’t speaking to a global audience.
- Your messages aren’t reflecting the culture and values of the target audience.
The content you created for an Indian audience will not work for all regions worldwide. However, by crafting inclusive messages, your brand can be impactful in international markets.
In this article, I’ll show you how big brands manage inclusive brand communication and the easy steps to implement it.
Selling internationally has never been so challenging!
Your brand has to cater to the diversified global market
Let’s take the example of Coca-Cola, a popular global brand. They understand that people in different regions have different preferences, values, and ways of communicating.
To stay relevant in all these places, Coca-Cola tailors its marketing to reflect the local culture while keeping the core message the same. As your brand expands globally, you need to remember that one size doesn’t fit all.
Your Customers Want to Feel Seen and Heard
Though an international brand, Levi’s chose Deepika Padukone as their brand ambassador in India, which shows their strategy for inclusivity. The brand knows that people want to feel included, no matter their age, size, or background. By reflecting local pride and identity, Levi’s successfully connected with modern Indian customers.
Brands Need to Be Culturally Aware
Amazon knows how important cultural awareness is when operating globally. Being an online marketplace – Amazon is serving millions of people across different countries, adjusting its messaging and services based on local needs.
For instance, in India, Amazon aligns its promotions with major festivals like Diwali, offering special deals and highlighting products relevant to the occasion.
Steps to Start Inclusive Brand Communication
Use Diverse, Inclusive Visuals in your messaging
Your brand must showcase different genders, races, ages, and abilities in images. This reflects the real world and allows everyone to see themselves in your brand.
For example, an Indian traditional wear brand can showcase models from various ethnic backgrounds wearing their products. By highlighting different cultural identities and styles, the brand can embrace cultural diversity and appeal to a wider audience, making every potential customer feel included.
Adapt Language for Different Audiences
The language you use in your marketing matters a lot. By following inclusive language guides, you can avoid bias and ensure that your copy is welcoming to everyone. This means choosing words that resonate across cultures and avoiding stereotypes that may alienate certain groups.
For instance, instead of using terms that may have different meanings or connotations in various cultures, opt for language that is clear and universally appealing. This approach helps create a connection with your audience and fosters a sense of belonging.
Know Your Audience’s Preferences
This involves researching the cultural sensitivities, values, and tastes of different groups. For example, traditional Indian clothes might hold various meanings in different regions, with specific clothing styles and fabrics appreciated more in certain cultures.
By tailoring your message to reflect these regional differences, you can create content that speaks directly to your audience’s experiences, making them feel it’s for them. This thoughtful approach can enhance customer loyalty and strengthen your brand’s presence in diverse markets.
Inclusive brand communication increases your brand Loyalty and Engagement globally
You get a chance to make deeper connections with audiences worldwide. When people see themselves in your messaging, they feel valued and are more likely to support your brand.
Often, customers are loyal to brands that respect their identity and experiences. When they feel it’s for them, they keep coming back to your website and also recommend it to others.
Inclusivity in your content resonates with a wider audience, making people more likely to interact, share, and promote your brand – one that makes them feel included.