Targeting your business at a new country can be tricky. Adapting business strategy to a new market and country is riddled with potentially expensive pitfalls. There are numerous ways to protect yourself from these problems allowing you to engage with a new lucrative market place without the associated risks.
1. Familiarise yourself with local law
Law and regulations can change drastically from one country to another, to the point where one product or service may even be illegal. In Brazil the main legislative areas to look out for are the current strong employment laws. The employee has most of the rights and employers should be very careful before taking new people on. There is also a higher level of corruption in Brazil, although this has improved significantly over the past few years, it is still true that some things run more smoothly when there is extra money involved.
2. Find a local representative
This is important, not only to translate, but to guide you on where to tread. Getting a feel for people comes with years of knowing and understanding a culture and economy, it will take time before you can judge people’s intentions. A local representative will also be essential for those times that you are not available to be in the country, as having a local representative for your partners to visit will prove to be invaluable.
3. Do not underestimate the respect a westerner has in Brazil
You are not always on the back foot. There is a culture in Brazil (unlike other parts of South America) to assume that anyone frown the west, be it America or Europe, will provide substantial sums of money and success. You can use this to your advantage to gain a reputation before you have even earned one. Furthermore your staff will be happier to work for western companies as they are associated with great stability and a better reputation.
4. English is not the only language
Unfortunately English is not the international language of South America; however, many Brazilians do speak it as a second language. In fact, it is a little known fact the English is a much more popular second language than Spanish; this is despite the fact that the other half of the continent speaks it. So you will not have too much trouble finding at least one or two people to speak English with.
5. Tailored marketing messages and localization
All your marketing messages, product strategies and websites should not only be translated into Brazilian Portuguese, they should also be localized. This means that any branding or strap lines are completely rethought to target the new Brazilian audience. Translating directly may have no impact on your new target audience unless good localization service is used as well
It can be hard to find good Brazilian Portuguese Translation but will form an essential part to any successful marketing campaign. You have to look for a translator that understand the messages behind the text and not just perfect grammar and sentence structure.