Values, etiquette and dynamics vary from culture to culture; when it comes to the UK, an understanding of these matters may prove invaluable when it comes to navigating the business environment. Here are my five top tips to help you succeed in the British market:

1. English or British? Know your regions! The UK is made up of Scotland, Northern Ireland, England and Wales, and each region is passionately proud of its own identity. If you are unsure, stick to ‘British’ to avoid insulting anyone.
2. Brits value time-keeping, planning and punctuality when it comes to meetings and business arrangements. From the outside, it looks like Brits— and especially Londoners— are always on the go or in a rush, but time wasting is a big no-no, so respecting their time is very important.
3. British people are usually on a first-name basis with those they work with, so no need to stress about titles and curtsying (save that for the queen).
4. Indirect communication and British humour— when they go hand in hand, things can get confusing. You might have to read in between the lines and decode a bit of ‘fluff’ from time to time. ‘Not bad’ sounds a little humiliating, but might be the biggest compliment you’ll get from a Brit. Add in some self-depreciating, understatement-ridden humour and you’ve nailed it. Humour is key in British culture and it is used in a number of ways: to avoid seeming arrogant, to bridge differences, to criticise or to simply create a sense of togetherness.
5. Pub culture! A lot of networking is done at the pub. You will quickly see this to be true when it hits 6pm and the pubs are overflowing with professionals with pints continuing the work conversation. While it may seem strange to network in such a relaxed environment, its a big part of business networking in the UK.

Don’t miss the video of our former British and French researcher, Chloe, below for some more top tips when it comes to the British business environment:

British/American and self-proclaimed, francophile, Phoebe Brewster is the British and French fashion and design curator. From San Francisco, to Frankfurt, London and Paris, Phoebe decided to find a new home in the beautiful Copenhagen, where she is exploring her passion for modern communication in fashion & design, sustainable living and being outdoors.

Is it time to enter Sweden? As always before approaching a new market, it is best to do some research on how that particular country works. In this blog post we will provide you with some typical Swedish characteristics, along with intel on how to break through to the Swedish market, so get ready to speak lagom*. 

All the way up in the northern hemisphere lays Sweden, the small country with big aspirations. From producing ABBA and IKEA, fika and smörgåsbord, among lots of innovative inventions or even fashion brands; Sweden prides itself with being one of the most equal and environmentally friendly countries in the world.

The country is fond of its traditions – ranging from celebrating Lucia and Christmas in the winter, to dancing the night away in flower crowns on midsommar or slurping crayfish in the summer.

All of these things are part of shaping the Swedish market. Watch the video (interview takes place with our former Swedish Researcher) to find out more about how to approach Swedish people and why it is important to keep conversations light, a.k.a why Swedes love to talk about the weather. 

Another tip for reaching out is knowing that shopping in Sweden, has for many, evolved into being client focused. Many brands today strive for customers to have a good experience while shopping, this being by adding personal service, turning shops into showrooms or by investing in e-commerce or AR. All in all, if you approach Swedes with a positive and thought provocative mindset – you will be in the loop of their lagom.

*Lagom is a way of describing when something is not too much nor too little but just right.

Linnea is the Swedish Curator at VOCAST. She grew up in Malmö and Shanghai, and has a Bachelors Degree in Strategic Communication along with a big passion for everything creative or dance-related.

Germany is one of the major economies within Europe with a population of over 82 million and a German-speaking media market of over 100 million people; including Austria, large parts of Switzerland, as well as German-speaking minorities in Belgium, Luxembourg and even Denmark. We have gathered the most important facts to help pave the way in entering a relevant market.

With more than 85% of adult German online users, social networks and online publications are becoming a great marketing tool to target consumers. We’ve handpicked and curated lists of German mass media, sharing from online publications to niche Influencers – to make sure your message reaches the right people. Gain insight into their landscape, major social media trends and the best way to address Germans. Check out our video, where Jens Hamborg Koefoed, Co-founder of VOCAST, chats with Vanessa, our German Fashion & Design Curator.

Finding the right network

Have you had trouble locating those right editors on LinkedIn? Might be because Germany has its own business network called XING. And because XING has been around longer than LinkedIn, most likely you will find German professionals there. In general, brands cannot expect to get the same results from their social media campaigns as in other markets. Germans continue to catch up with all social channels. Online publications have a wide reach, like brigitte.de with more than 7,4 million unique users, and many German influencers reach up to over 3 million followers on Instagram. Another quick tip to know on how to approach those niche influencers or someone in the market – we recommend being direct and accurate when reaching out. No loose ends or they might lose interest quick.

Vanessa, who is our German fashion and interior curator, has been with VOCAST since October 2016. Holding a background in Fashion design and online marketing, she has worked for several fashion and lifestyle brands like Baum und Pferdgarten, Noa Noa and L’Oréal. If you have any questions about the German market, reach out to Vanessa at vanessa@vocast.com