Building Brand Communities Across Cultures

6 min readNov 13, 2023

This is the first part of what was supposed to be a long, exhaustive read, but my editors said I should make it two parts so you can read and understand.

So, come on this journey with me

Relationships are powerful, and they form the basis of our day-to-day lives with everyone. One way or another, we crave to meet people, engage them, and also connect with them.

A community is now a group of people bound by the same goal, vision, or mission. It might be a physical community or a virtual one; it might be a soccer community or a book club. Whatever it is, you are there for a goal, and you have other people for the same goal.

A culture is the way of life of a group of people—the behaviors, beliefs, values, and symbols that they accept, generally without thinking about them, and that are passed along by communication and imitation from one generation to the next. Culture is a symbol of communication.

With the understanding of those three above, allow me to talk about your brand.

For a personal brand, your brand is your identity and story that differentiate you from other people.

For companies and businesses, a brand is a name, term, design, symbol, or any other feature that distinguishes one seller’s good or service from those of other sellers. (Wikipedia).

Now, one distinctive thing you can deduce from all these definitions is that everyone is distinctive, from cultures to relationships to personal brands and even businesses. We are all distinctive.

This blog is written to show you how to create a community that cuts through culture and welcomes different people, relationships, and cultures.

If you feel this is none of your business, let me show you some statistics about building a community that cuts through cultures

Starbucks:

Starbucks has over 30 million My Starbucks Rewards members worldwide.
The program has generated over $10 billion in revenue for Starbucks.
Members of the program have redeemed over $1 billion in rewards.

McDonald’s:

McDonald’s has over 38,000 restaurants in over 100 countries.
The brand serves over 1 billion customers worldwide every day.
McDonald’s has been ranked as the world’s most valuable restaurant brand for 14 consecutive years.

Here are some additional insights to why you need to grow a community that cuts through cutures

Brands with strong communities are 20% more likely to outperform their industry peers.
Consumers are 58% more likely to purchase a product from a brand that they feel a sense of community with.
Brands with strong communities are 92% more likely to be trusted by consumers.

Embrace the Power of Cultural Sensitivity: How to Build Global Brand Communities

I wouldn’t bore you with statistics and all that importance and all that stuff. If you made it to this point, it means that you are part of the 1% of people who are ready to build global brands. Let’s ride.

1. Shared Values: The Secret to Building Strong Brand Communities

Imagine you are trying to create a new club for people who love to party. You want to make sure that everyone in the club feels welcome and included and that you all have something in common. So, you decide to focus on the shared value of going to parties together.

This same principle applies to building strong brand communities. When you focus on the shared values that your customers have, you create a sense of belonging and connection. This makes people more likely to engage with your brand and become loyal advocates.

Here are some examples of shared values that brands can focus on:

Diversity and inclusion: People want to feel like they belong and that their voices are heard. Brands that embrace diversity and inclusion are more likely to attract and retain customers.

Community: People want to feel connected to something larger than themselves. Brands that create a sense of community can foster loyalty and engagement.

Innovation: People are always looking for new and exciting things to experience. Brands that are innovative and cutting-edge can attract consumers who are looking for something different. For example, a fashion brand could focus on the shared value of expressing oneself through a unique style.

By focusing on shared values, you can build a strong brand community that will help you achieve your business goals. Do you know your shared values?

2. Speak Their Language: How to Tailor Your Message to Different Cultures

If you were to travel to a new country, you would want to learn how to speak their language. You might learn a few basic phrases, but it gives you the confidence to at least speak to them.

The same principle applies to marketing and advertising. When you want to connect with people from different cultures, you need to tailor your message to their specific needs and preferences. This means using language that they understand, imagery that resonates with them, and messaging that is relevant to their lives.

Here are some of the things I do to tailor my message to different cultures:

Do your research. Before you start creating any marketing materials, take some time to learn about the cultures you want to target. This includes understanding their values, beliefs, and customs.
Use the local language. If possible, translate your marketing materials into the local language. This will make it easier for people to understand your message and feel included.
Tailor your messaging. Make sure your messaging is relevant to the interests and needs of the people you are trying to reach. Avoid using stereotypes or generalizations.

Understanding your audience, understanding their beliefs, values, and customs, and then tailoring your messaging to fit them would make your brand more relatable in other countries.

3. Everyone Belongs: Creating Inclusive Spaces for Your Brand Community

Inclusive communities are like a party where everyone belongs. You want everyone to feel welcome and comfortable, so you make sure to have a variety of food and drinks, activities for all ages, and a welcoming atmosphere.

Creating brand loyalty and awareness isn’t hard if you create a space where everyone feels welcomed and accepted. If all that is in place, people will contribute to the community and engage with your brand.

Set clear guidelines for respectful communication. Establish guidelines that prohibit discrimination, harassment, and bullying. Make sure that everyone is aware of these guidelines and that they are enforced consistently.

Encourage the diversity of voices. Actively seek out and amplify the voices of people from different backgrounds and perspectives. This will help to create a more inclusive and representative community.

Be mindful of cultural differences. Be aware of the different cultural backgrounds and sensitivities of your community members. Avoid using language or imagery that may be offensive or insensitive.

Create a safe space for feedback. Encourage feedback from your community members and listen to their concerns. Use this feedback to make your community more inclusive and welcoming.

You can foster a sense of belonging and connection among your customers. This will help you build a stronger brand and achieve long-term success

Part 1: Conclusion

Alright, let’s wrap up the first part of our exploration into global brand communities. We’ve chatted about the importance of having values in common, understanding different cultures, and making sure everyone feels included. It’s not just about numbers and plans; it’s about celebrating the unique stuff each person, relationship, and brand brings.

In the world of global marketing, where cultures mix and mingle, building brand communities that connect with all sorts of people isn’t just a smart move—it's a must.

Now, as we peek into Part 2, picture this party of connection and celebration continuing. Think of a place where technology acts like a friendly bridge between different worlds. Imagine strategies always getting better so that brand communities stay lively and awesome. The MTN story has already shown us how connecting with different cultures can be a game-changer.

So, my gee, get ready for the next part of our adventure. We’re about to dive into Part 2: Connecting Beyond Borders: Smart Moves for Global Brand Communities. The journey isn’t over; the best is still ahead. Let’s keep this excitement going together.