To follow up on our blog Cultivating connections: A global approach to community success, we sat down with Mona Souli, our Community Strategy Director, to delve deeper into the art of building impactful global communities. In this first part, Mona shares her expert insights on navigating cultural nuances and tailoring strategies to resonate with diverse regional audiences. She explores the delicate balance of staying true to a brand’s identity while embracing the uniqueness of each market.
1. In today’s global market, brands must balance a universal appeal with cultural specificity. In your opinion, what should be the primary considerations for brands aiming to achieve this balance?
Focus on staying true to your core brand identity while embracing the nuances of each market. It’s a delicate balance: you want your brand’s message to resonate globally, but how it’s delivered should feel natural and relevant locally. For example, one of our luxury brand clients maintains a consistent identity worldwide, yet tailors its approach for each region, like focusing on heritage in the UK, innovation in the US, and sustainability in Germany. Partnering with a team that knows the landscape can make all the difference.
2. How do you see the role of community management evolving in the next few years, especially as brands strive to connect with increasingly diverse audiences?
It’s going to move beyond just moderation and engagement. Community management will become more about strategic facilitation—building spaces that actively shape brand identity through audience input. With more diverse audiences, the focus will shift to creating tailored experiences that feel personal yet tie back to a unified brand story. It’s about listening, learning, and evolving with your audience, especially by being open to voices that are often underrepresented. Inclusivity will be key: understanding and valuing diverse perspectives can only strengthen community bonds and make brands truly resonate on a global scale.
3. What are the biggest misconceptions you’ve encountered about building community strategies across different regions? How can brands avoid these pitfalls?
One big misconception is thinking one size fits all. What works brilliantly in one market—like casual messaging in the US—can come across as too informal elsewhere, like in Japan, where a more respectful tone is valued. Another is underestimating how cultural nuances influence communication styles and expectations; for example, humour that resonates in the UK might not translate well in Germany. Similarly, with our luxury client, we found sustainability messaging resonates in Germany, while safety-focused content is more impactful in South Africa. To avoid these pitfalls, brands should invest in research, hire people who understand the market, and test their approach before scaling.
4. Can you share a perspective on why culturally attuned community management has become crucial to a brand’s global strategy? Any key shifts you’ve observed that highlight this?
Audiences today expect authenticity—they can spot generic messaging a mile away. With globalisation, brands are more visible than ever, so any disconnect with local culture can backfire. Brands that adapt and localise without losing their identity create stronger connections and, ultimately, more loyal communities. For example, by highlighting tradition in the UK and innovation in the US for a luxury client, we’ve seen engagement thrive in ways that align with local preferences while reinforcing the brand’s core identity.
5. With your experience managing communities globally, what advice would you give to brands attempting to expand into a new market for the first time? What foundational steps are essential for success?
Start with immersions! Take the time to truly understand the market – its culture, audience behaviours, and competitive landscape. Engage local expertise, whether it’s through hiring, partnerships, or research. And don’t rush! Build a strong foundation by aligning your strategy with local insights while ensuring it fits the global identity. In my opinion, it’s all about entering with respect and a genuine desire to connect.
Understanding cultural nuances is just one piece of the puzzle when it comes to fostering successful global communities. In Part 2 of our conversation with Mona, we explore how advancements in technology, emerging global trends, and the power of linguistic nuance shape community engagement.
If your brand is navigating the challenges of cultural adaptation and regional strategies, our team is here to help. Contact us to learn how we can support your journey.
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