Creating of Global Communication Strategy – A Three Step Process


Becoming more global requires the business to maintain constant identity across the world. This needs to bring subtle changes in the business of course, like the course of actions used for performing certain activities changes, your working approach deviates and the related details involved in the tasks has to change a bit from its origins as the multi-market environment doesn’t regard one-size-fits-all solution to be sustainable.

It covers all the core areas of business that includes a long list, naming a few would include, for instance, production, sales, management, creative etc. It is obvious to have some sort of uniformity while conducting tasks in such areas, but the element of adaption is also vital. You need to fulfil the demands and expectations of the market for making sense of your organization.

All this can be successfully achieved by your way of communicating with others as internalizing the business will surely confront you with language and cultural blockades. This article has highlighted about how to initiate and create a strategy, which can enable you to face these challenges directly.

Globally Versatile Voice

From a long time, English is considered as an unofficial language globally. While communicating with the stakeholders from different parts of the world, English is the language that people opt for, irrespective of the fact if it is their mother language or not. This fact has been mentioned in the Harvard Business Review essay that makes it more well-known and evident in the business world. You can easily see the reason behind it by reading what it says:

“The fastest-spreading language in human history, English is spoken at a useful level by some 1.75 billion people worldwide – that’s one in every four of us. There are close to 385 million native speakers in countries like the US and Australia, about a billion fluent speakers in formerly colonised nations such as India and Nigeria, and millions of people around the world who’ve studied it as a second language. An estimated 565 million people use it on the internet.”

Nevertheless, the use of English language, as being universal, has its own boundaries. Excluding the communication with the senior management that is mostly and routinely conducted in English, it is interesting to see the other aspects of business where it is required to adopt a voice that could be internationally versatile. You need to adopt a language that could be conveniently used with your native suppliers, your abroad workforce members, your customers and so on, as it is a business obligation that must be considered.

In addition, it also makes sense in business. For instance, one of the research has shown that in non-Anglophone countries, around 75% of the consumers, while purchasing, give preference to the online products, which are in their first language. Furthermore, 60% have the opinion that they never or rarely buy those items that are mentioned on the websites with English as the only language; parenthetically, many of those people don’t find themselves willing to appeal to the rest of the world.

Creating an Internationally Sound Communication Plan

Your organization with international business, which is well aware of the barriers, knows the fact that communication barriers can not only hinder the successful export of services and products but also makes it impossible to portray the business ethos as well. However, these hurdles could be easily tackled by using a strategic approach towards it. This strategic approach entails the details and guidelines about how to tackle the language and culturally related issues as well as solutions.

It is obvious that these will change as the products or market varies, but considering a more general aspect, it is interesting to note that a substantial amount of overlapping may exist in the issues you may face, that can be related to anything, including the translation of the internal documents of the business in the localized market (for instance, translating code of conduct). Such a framework will provide you with the step by step guide to refer to in case of an issue. This kind of documents can be improved by the time. It means that each time you try to operate in a new market, you can design your plan of action based on your past experience, which will be obviously more enriched than the previous one.

Simplification Before Modification

As previously mentioned, there are little changes imposed on the brand while it goes on a global level. Still, the journey of going global and the progress made by your business require you to assess if your business identity requires reshaping. The outer vantage point may reflect the need to completely refurbish the feel and look of your whole business. Inversely and internally, it is more linked with streamlined communications, which can make it easier for you to distribute and modify when and as required.

On reaching such a point in your journey, it is utmost important to first conduct an audit for assessing the information that is redundant and unnecessary for your business operations and the part that must be translated. The translation part will provide ease if the source material has characteristics like neutral content, easy to read and simple construction. In another case, if you need to paraphrase, you must remember the advice of English writer, George Orwell on good writing, which is, “avoid metaphors and similes; opt for short words over long words; cut excessive words; be active and refrain from using scientific words or jargon”.

Besides these points, the documents with strict guidelines can prove to be much easier than the existing alternatives that may be potentially complex. Though, expertise is a prerequisite in this regard as mentioned in UK Trade & Investment. Language and cultural barriers are going to provide obstructions to your business, so it is better to cope with it by working with experienced and competent language service provider and integrate their services with your business’s global communication strategy.

Communications and International Audience

The growth and evolvement of your business are always filled with challenges. The story of progress from local market organization to a global and multi-market business is tremendously chancy, complicated and it may seem impossible at times, showing as a stack of challenges built against you. Nonetheless, it is an unavoidable venture that is obligatory for your business to go through to unwrap new opportunities and staying competitive against rivals.

Yet, the combination of right ideas and right people can not only support your endeavours in extending your business operations but could also create concrete ground, enabling your business to prosper and flourish regardless of the stack of challenges heading your way. Your way of communication greatly matters as one may misunderstand or may slip up, which may mark you guilty or bothered. Quality, in terms of work and conduct, is supreme and utmost important. You need solid grip and expertise of the local culture for mastering in any language and enabling yourself to say what you want in it!



Linguist Point aims to bridge the linguistic gap between businesses, cultures and people across the UK and Beyond. We enable businesses to engage and communicate with global audience efficiently in more  than 100 languages. Contact us today and navigate in the international waters safely 020 8523 5791