Localizing for Brazil: How to Conquer the Brazilian Market

Brazil is the eighth largest economy and one of the top growth markets in the world. For this reason, more and more companies are looking to fine tune their marketing strategies to leverage the immense business opportunities provided by Brazil. Substantial natural resources, a vast consumer base, major infrastructure investments, and, above all, the sheer size of Brazil are just some of the reasons why the country is a promising market for foreign investment. When considering localizing for Brazil, remember that Brazil is a young country with close to 25% of the population below the age of 29 which makes this such a promising market. A large number (149 million) of Brazil’s citizenry.

Localizing for the Brazilian Market is Key

The key to capturing the market in Brazil lies in adapting your existing service or product to meet the local customers’ expectations. Apart from having a keen understanding of what kind of product or service will resonate with Brazilians, multinationals also need to practice effective localization. As well as quality translation of content into the Brazilian language, marketers need to be familiar with the format of such details as address, date and hour, units of measure, currency, and more.

Localizing for Brazil: Success Stories

Companies such as Nestlé and Volkswagen (VW) have become successful in Brazil by perfecting their
localization planning. Nestlé made its first foray into the Brazilian market back in 1921 and strengthened its presence by expanding quickly across multiple cities. While both Nestlé and VW created specific product portfolios for the
Brazilian market, these multinationals also used sophisticated localization strategies to connect with their audiences.

What Factors Influence Localization in Brazil?

Here are some of the key factors to be considered when localizing for Brazil:

  • The Primary Language: The key to capturing the Brazilian market is to connect with your target audience through their native language. For nearly 85% of Brazil’s population, Portuguese is the primary written and spoken language. While 12% of Brazilians speak English, most people expect brands to communicate with them in Portuguese. A survey showed that 72.4% percent of Brazilian consumers were more likely to purchase products if the brands spoke to them in their native language. It is also important to note that the Portuguese spoken in Brazil differs considerably from the Portuguese spoken in Portugal.
  • Translations into the local language also need to factor in the accented characters that are used in Brazilian Portuguese. While it may be difficult to use these accents on social media chats, using them correctly and consistently on your website
    content or in other written documents will help your brand build trust and loyalty.
  • Formal Versus Casual Tone: In keeping with Brazilian preferences for informal vibes, most successful brands adopt a casual, playful tone when talking about a product or service. However, if your product or service relates to finance, law, or anything else that requires a more serious approach, a slightly more formal tone would be appropriate.

Use Localize to get Ahead in Brazil

A prerequisite to setting up and growing your business in Brazil is an in-depth understanding of the unique culture and preferences of your potential customers. Localizing for Brazil represents a significant investment, and it is important to get it right the first time. If you are looking to launch your product or service in Brazil, professional localization services are crucial. At Localize, we offer an easy to use, quality translation and localization platform. Start a free trial today to establish and grow your brand in Brazil.

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