Beyond words: understanding culture for global business success

Taking your business global is a big move – strategic, exciting, and full of opportunity. Whether you're expanding into one new market or many, you’ve likely thought about translating key materials: your website, marketing campaigns, technical documents, or product information. It’s a vital step. 

But translation is only part of the picture. 

Successful international growth also depends on how well your brand and messaging resonate in each culture – beyond words. From body language and colour associations to idioms and emoji use, there’s a world of unspoken communication that plays a key role in how your business is perceived. 

Let’s explore what these “unseen translations” are, why they matter, and how understanding them can help you connect authentically with global audiences.

Imagine you’ve developed a marketing campaign with bold red visuals that imply strength and energy. It tests well in the UK – but in South Africa, where red may be associated with mourning or political affiliation, the message doesn’t land the same way. Or your campaign imagery includes someone giving a thumbs-up, a signal of positivity in the West, but potentially offensive in parts of West Africa or the Middle East. 

These aren’t just cultural curiosities. They’re critical business factors. 

Seemingly small missteps in non-verbal communication can lead to confusion or mistrust. But when your brand reflects local nuance – through images, language, colours, and tone – it shows care and credibility. That builds stronger relationships and creates more impact.

Gestures with multiple meanings 

Gestures are often culturally specific, even ones that seem universally friendly. 

• Thumbs up: Positive in much of the West, but an insult in parts of West Africa, Iran, and Afghanistan. 
• OK sign (👌): Means “perfect” in some regions, but can be offensive in Brazil or Turkey, and mean “zero” in places like Belgium or France. 
• Pointing: Using your index finger can be seen as rude in many Asian and African cultures – use an open hand instead. 
• Peace sign (✌️): Palm outwards is fine. Palm inwards? It’s considered rude in the UK, Ireland, and Australia. 

Eye contact: confidence or challenge? 

• In many Western cultures, direct eye contact signals confidence and honesty. 
• In parts of Asia or Africa, less eye contact, especially with elders or superiors, shows respect. 

Personal space: how close is too close? 

• In some parts of Latin America, the Middle East, and Southern Europe, closer physical distance is typical when speaking. 
• In many parts of Asia or Northern Europe, people may prefer more personal space. 

Adjusting to these preferences helps build comfort and trust during conversations, whether in-person or on video calls.

Idioms and expressions 

Language that makes perfect sense in one country might be confusing or meaningless in another. 

• “Raining cats and dogs” might be met with blank stares if translated literally. 
• “Break a leg” could be encouraging to an English speaker, but confusing, or even alarming, elsewhere. 

Clear, plain language avoids misinterpretation and improves understanding. 

Emojis and digital tone 

Even small symbols can send mixed signals: 

• A clapping hands emoji (👏) may be seen as celebratory in one culture, but sarcastic in another. 
• Excessive punctuation (!!!) or even the use of full stops (.) can feel overly formal or abrupt depending on the audience. 

It’s all about understanding your audience’s expectations in tone and communication style.

Expanding globally isn’t about memorizing etiquette for every region, it’s about embedding cultural understanding into how you plan and create content. That’s where transcreation comes in. 

What is transcreation? 

While translation focuses on converting content from one language to another with linguistic accuracy, transcreation goes a step further. It adapts the intent, tone, and emotional impact of a message to suit the culture and preferences of the target audience. 

Transcreation is particularly important for: 

• Brand slogans 
• Marketing campaigns 
• Website headlines 
• Social media copy 
• Visual elements like colours, imagery, and even emojis 

A great example? Haribo’s strapline. 

In English: “Kids and grown-ups love it so; the happy world of Haribo.” 

In French: “Haribo, c'est beau la vie, pour les grands et les petits.” (Haribo, life is beautiful, for big ones and little ones.) 

In German: “Haribo macht Kinder froh und Erwachsene ebenso.” (Haribo makes children happy, and adults too.) 

Each version keeps the playful tone but uses language and rhythm that feel natural in the local market. 

By using transcreation, brands can connect emotionally while avoiding unintended cultural missteps.

Understanding the “unseen” elements of communication, gesture, tone, space, symbolism, is key to building trust and connection in new markets. But making your content resonate globally takes more than awareness, it takes the right tools and support. 

That’s where HAI helps. 

Our online platform makes it easy to translate documents and materials quickly and accurately, so you can focus on growing your business. 

Here’s how HAI simplifies multilingual content: 

• AI-powered speed for fast turnaround times 
• Human expertise for dependable accuracy 
• A user-friendly dashboard to manage projects with ease 

For highly creative content, like campaigns, taglines, or branded messaging, deeper cultural adaptation may be key. That’s where RWS’s transcreation specialists come in, helping your message land just right in every market. 

Ready to take the next step? 

Upload your content to HAI for fast, reliable translations, or connect with our team to explore tailored localization and transcreation solutions that bring your brand to life globally.