3 tips for adapting your marketing strategy for the Brazilian culture

Did you know that Brazilians are quite open to buying from international brands?

Not only that, but brand loyalty is quite high, so if you manage to earn the custom of a Brazilian shopper, you may have just gained them for the long-term.

This makes Brazil a very attractive emerging market for global brands.

If you want your brand to succeed in Brazil, you need to tailor your marketing activities to the Brazilian culture.

Let’s look at three ways you should adapt your marketing strategy for Brazil.

1. In Brazil, B2B decisions tend to be made by just a few senior people

This means that your marketing strategy has to focus on these senior decision-makers.

There is little point in targeting personas in more junior roles, as they do not have much input into purchasing decisions.

So, if you are a B2B brand, make sure that your content, messaging and style reflects the seniority of your target audience.

2. Brazil is a collectivist society

This means the culture is very different from more individualist countries like the US and the UK.

In collectivist societies like Brazil, people see themselves as part of a group, rather than a standalone individual.

They are loyal to their group, strive for group harmony, and consider the wellbeing of the group to be very important.

When targeting people in Brazil, you should therefore emphasise how your product or service can benefit the group.

Celebrity endorsements work well in Brazil, since celebrities are seen as influential members of the group – and people are quick to copy their behaviours.

Looking more at B2B, make sure to spend time nurturing a personal relationship with your prospective clients, as interpersonal relationships are seen as very important.

3. Brazilians like to have plenty of product information available upfront

This is because they like to conduct in-depth research before making a purchase, so make sure to offer plenty of information about your product or service online.

Just remember that they want to see specific statements, rather than vague generalisations.

They often want to know in-depth about your product features, and for this reason product demos are popular.

I hope this blog post has given you a useful introduction to how you need to adapt your marketing strategy for the Brazilian culture. For more in-depth information, read Webcertain’s online consumer behaviour report here. 

This 219-page report gives concise, up-to-date overviews of the cultures of 38 countries worldwide.

• Learn how each country scores for Hofstede’s cultural dimensions.
• Discover what this means in terms of marketing.
• Get additional insights directly from our experience helping global brands.

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Elin Box

Content Marketing Manager at Webcertain

Elin is a Content Marketing Manager at Webcertain. She is responsible for Webcertain’s Self-learning platform, producing in-depth guides on a range of international digital marketing topics. She also helps run the Webcertain blog and is the writer of the Webcertain search and social report, an annual report summarising digital marketing best practices in over 50 countries. She is passionate about educating and empowering people to make the best decisions for their business and is proud to help share Webcertain’s wealth of digital marketing knowledge with the world. Elin is from the UK.

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