Provenance is important. For example, we all know that Spain produces good olive oil, that the best fashion comes from Milan and that Germany possesses impressive manufacturing expertise.
In the same way, the Nordics are also known for a range of stellar qualities that cut across different industries and disciplines. These are properties that inspire trust in consumers abroad, and which can be leveraged to boost a product’s profile and help it perform in new markets.
However, it’s not enough simply to be Nordic – you also need to know how to highlight your Nordic provenance in order to make full use of what we like to call the Nordic Edge. In this article, we will consider how consumers abroad view Nordic products and companies, and what strategies we can draw on to highlight our Nordicness in the best possible way.
Read on to learn more!
WHAT IS THE NORDIC BRAND?
First thing’s first – what are the qualities that define Nordicness as a brand and which resonate well with consumers in other countries? This is not an exhaustive list, but some of the most stand-out USPs include:
Minimalism: Whether it’s architecture, fashion or technology, Nordic products are recognised for their sleek aesthetics, high functionality and user-friendliness. Think design classics like Hans Wegner’s wishbone chair or brands like Acne Studios.
High-Quality Craftsmanship & Design: In a region known for its harsh winters, the home is a central concept in Nordic culture, and this is reflected in the region’s deep tradition of beautiful design and high-quality home-interior craftsmanship.
Hygge & Well-Being: The Nordic way of life promotes comfort, happiness and balance, which can be a strong emotional appeal for global audiences. Terms like hygge and lagom encapsulate this nicely and are already widely known abroad.
Innovative & Forward-Thinking Mindset: Nordic companies embrace new technologies and innovations, often leading global trends within various industries. Some commentators have even speculated whether there may be a link between this keenness to be at the cutting edge and the tendency for Nordic countries to consistently rank among the happiest in the world.
Trust & Transparency: Nordic business culture is built on honesty, fairness and strong social values, and these in turn foster trust among international consumers.
LEVERAGING THE NORDIC EDGE
As you can see, there are many positive attributes that we can draw on here – and which ones we choose to highlight will likely depend on the industry we are active within. Clothing brands, for example, may want to position themselves within a long history of minimalist and trendy design, while an app developer could shift focus towards the free-thinking and innovative culture that pervades within the Nordic Region. Businesses within all sectors, moreover, can benefit from the Nordic reputation for trustworthiness and high standards within design and development processes.
The first step, then, is to identify which Nordic values are relevant to your customer base. Once that’s done, the next task is to consider how best they can be communicated. In general, the following three things will be key considerations:
Existing content may need revamped: When communicating with Nordic consumers, it may feel unnecessary or redundant to boast about our Nordicness – or we may address these qualities in different ways, drawing on different reference points and speaking from the perspective of a shared understanding. When addressing customers in other markets, we will need to position these values differently, and speak about the Nordic heritage of our brand in a more explanatory, informative and engaging way.
The everyday can become exotic: For those of us who live in northern Europe, shovelling snow or taking a stroll through the forest may just be part of day-to-day life. But the Nordic lifestyle is also romantic, exotic and exciting. We live in a world of darkness and light, of fairy tales and fantasy, and of progress, hope and change. This is a vision we can sell to the world – so long as we take care to keep it classy and steer clear of clichés. By delicately leaning into our image and taking care over our tone, we can use our identity to great advantage.
The Nordics have what the rest of the world needs: When selling the Nordic Brand, it’s also important that we consider what gaps we can fill and what needs we can meet. People all over the world struggle with stress and work-life balance, for example – but here in the Nordics, we have workable solutions we can offer, from our appreciation for nature to the systems and knowledge we draw on to prevent ill health. Moreover, as the world looks for greener alternatives, Nordic businesses can offer expertise in renewable energy, circular economy models and eco-friendly design.
CONTENT STRATEGIES
Once we know what values are relevant and how we want to position them, the third and final step is to decide on a specific content strategy. As a multilingual language-service provider, Comunica can offer two core options – or a combination of both.
Transcreation/localisation: We take your existing texts in one of the Nordic languages and translate them for your target market(s) – and at the same time, we also adapt them to help boost their functionality. This means we will change the texts strategically so that, in addition to conveying the key message you want readers to understand, they will also draw on your chosen Nordic values to boost the appeal of your products.
Original content: Alternatively, we can also produce entirely new texts from scratch. This makes it possible for us to undertake a more comprehensive repositioning of your brand, really highlighting the Nordic and international profile of your identity for optimum effect. This is a great option if you feel your existing texts would need to be extensively adapted to be relevant in an international context, or if you see huge potential to draw on your Nordic heritage in foreign markets.
No matter which option you choose, we will work in collaboration with you to make sure that the final texts are flawless, functional and entirely in line with your brand image and tone of voice. There are different workflows we can set up to achieve this, and we can even tailor the level of involvement you have, all depending on your needs and the outcomes you wish to achieve.
CONTACT US TO GET STARTED
If you represent a Nordic business within any industry or sector – whether it be design, hospitality, technology, medicine or something else altogether – consider giving yourself the Nordic Edge through the power of localisation.
By entrusting your texts to our expert linguists, cultural experts and copywriters, you can give your brand the best possible chance to shine in other languages – not just for what it offers in and of itself, but also for its rich provenance as a quality Nordic product.
Fill out our contact form or send us an email today to get the conversation started.
