Mastering Intercultural Communication | Brafton

Let’s be real: Communication across cultures isn’t just about translating words; it’s about reading between the lines. Each culture has its own unspoken rules, and these subtleties can shape everything from tone to expectations in ways you might not expect. Small misunderstandings — like the level of formality in an email or a phrase you thought was universal — can turn into big roadblocks.

For writers and communicators, approaching each client with awareness and adaptability is key. Let’s break down common cultural cues, communication styles and even stereotypes, and turn these into strategies you can actually use to bridge those divides effectively.

Why Knowing Your Client’s Background Is Essential

Communicating effectively sounds like a great goal on paper, but most of the advice out there skips to “just be professional.” 

It’s a bit like seeing a karate master at work and thinking you’ll break bricks on day one. The truth? Effective communication takes practice, preparation and context.

Here’s an example. Imagine you’re working with two clients, Peter and Jan, both German, but from different regions and generations. You’ll see how their unique cultural contexts shape their communication styles — and why adjusting your approach can lead to smoother, more productive interactions.

Example 1: Peter’s Style – Formal, Structured and About as German as It Gets

Peter grew up in the German Democratic Republic (GDR), where precision and formality carry a different weight due to the country’s past. The GDR’s school system taught Russian as a second language, not English, so Peter might find American-style casualness off-putting or unprofessional.

Working with Peter means embracing clarity and formality. He doesn’t have cultural reference points like In-N-Out Burger or Home Depot, so references like these could distract from your message. Instead, stick to formal language and universal terms that respect his preference for precision. If you can, invest in additional research and localization to get your point across.

Example 2: Jan’s Style – Conversational, Open and All About Humor

Jan, on the other hand, grew up in Cologne and he only knows the Berlin Wall from history books. He’s fluent in both English and German, open to humor (even at his expense) and likes to poke fun at cultural stereotypes to lighten the mood.

Unlike Peter, Jan grew up in Western Germany, where historical influences like the Rheinbund — a result of Napoleon’s impact on the region — shaped a cultural affinity for values like individual rights and freedoms. This background makes Jan part of a cultural thread familiar with similar principles found in the American and French revolutions, giving him a natural openness to Western norms.

While Jan adapts well to American conventions, he still respects European standards, particularly in areas like privacy and regulatory practices. For you, that means reading up on regulations, be it for cold outreach or data storage.

And while Jan may be familiar with global brands, he may not recognize smaller American companies, which can occasionally lead to fun “lost in translation” moments. For him, a conversational tone paired with practical detail works best, as he’s open to a bit of casual language — provided it remains respectful and direct.

Now, does that mean you should only focus on clients from Cologne? Or was Basil Fawlty right and you simply shouldn’t mention the War? It’s not quite as easy, because you could’ve easily found opposite examples from the same regions. So, what do you do?

Navigating Regionalisms, Acronyms and Units of Measurement

It’s easy to assume everyone’s on the same page with commonly used phrases, acronyms or even units of measurement — but these small details can lead to misunderstandings faster than you’d think. Here’s a quick rundown of things to look out for:

• Regionalisms: These local expressions can be downright confusing for someone outside your region. You won’t use all of these (that’s the point), but certainly some. Think of phrases like:
  • “Y’all” (U.S. South for “you all”).
  • “Sell it and leg it” (British, meaning “sell it quickly and leave”).
  • “Hard cheese” (British, meaning “tough luck”).
  • “Gogglebox” (British, referring to the TV).
  • “That dog don’t hunt” (Southern U.S., meaning “that won’t work”).
• Acronyms: We all love shortcuts, but acronyms can quickly go over someone’s head if they’re unfamiliar. Common business acronyms like ASAP (as soon as possible), KPI (key performance indicator) and PTO (paid time off) can confuse clients, especially if they’re not native English speakers or are used to different workplace terminology.
• Units of measurement: Numbers seem universal, but the units we use can vary wildly:
  • Currencies: $ (USD) versus € (Euro).
  • Length units: inches versus centimeters.
  • Distance: miles versus kilometers.
  • Temperature: °F (Fahrenheit) versus °C (Celsius).
  • Paper sizes: A4 (standard in Europe) versus Letter size (common in the U.S.).

Obviously, even these only focus on some European countries and the United States. For length and distance units alone, we could keep adding international examples like the Shaku or the Gaj. Being mindful of these differences can save time and prevent small but impactful misunderstandings.

Reading Situational Cues and Preferences

Understanding cultural norms is only part of the picture. Pay attention to situational cues and how messages are delivered. Cultural context often shapes these details in ways that go beyond what’s said on the surface. We all do it, and you might be missing opportunities to learn more about your communication.

For example, if you’re working with a client from a high power-distance culture — where hierarchy and respect for public authorities are highly valued — they might expect a more formal, hierarchical approach. In these cultures, people generally defer to those in higher positions and may rely on clear structure in business interactions. With others, an upfront discussion about timelines and finances might signal transparency and build trust.

Practical Case: Guess What Happened?

Now, let’s test this out with a practical example.

Imaginary Case 1

• Anne (German Client): “Let’s create a detailed outline, covering every possible use case scenario of our product.”
• Writer: “Understood.” (Adds “Overview use case scenarios” as a section in the outline.)
• Anne: “You didn’t understand me.” (Rejects the outline.)
• Project Manager: “Maybe there’s a middle ground where we have a rough plan with some flexibility.”
• Anne ends up bringing her frustration to customer support.

What went wrong?

The answer lies in uncertainty avoidance, a cultural dimension that describes a person’s comfort level with ambiguity and risk. In Anne’s case, she has high uncertainty avoidance, typical in German culture, which means she prefers detailed planning, structure and a clear roadmap to mitigate risks. 

The team, on the other hand, displayed low uncertainty avoidance, more common in cultures like the U.S. or New Zealand, which tends to embrace flexibility and adaptability.

When working with high uncertainty avoidance clients, providing clarity and detailed planning from the get-go will often go a long way toward meeting expectations.

Practical Tips To Adapt to Client Expectations

Here’s where it all comes together: adjusting your tone and formality level to fit each client’s style. Notice how your clients introduce themselves, their choice of words and any non-verbal cues. You might even slightly adjust your pronunciation or language choice, showing that you’re attuned to their background.

Here are a few open-ended questions you can use to clarify expectations without assumptions:

• “Is there a specific way you prefer us to share updates?”
• “How familiar are you with the North American market?”
• “Are there any particular communication tools or formats you find more effective?”

These kinds of questions allow clients like Peter, who might not appreciate casual language, to set their expectations upfront.

Applying Cultural Dimensions in Client Relations

When it comes to understanding what guides people’s preferences, frameworks like Hofstede’s dimensions or Edward T. Hall’s model can be useful. 

Hofstede’s model looks at cultural differences across dimensions like individualism vs. collectivism and power distance, helping us understand how people might approach authority, uncertainty and time. Hall’s model, on the other hand, explores concepts like high- and low-context communication, emphasizing how much people rely on explicit words versus non-verbal cues. 

Together, they outline cultural elements like message overtness, non-verbal cues and relationship-building tendencies that can impact client interactions or even exchanges within an international team.

Here are a few quick pointers from Hall’s framework to keep in mind:

• Message overtness: In “high-context” cultures, much of the meaning is implied rather than explicit. In contrast, “low-context” cultures, like the U.S., prefer direct, clear communication. If you’re discussing landing page copy with someone used to lots of social cues and you tell them to “Just eliminate” a paragraph, you might have damaged both the copy and the relationship. You might consider it effective communication, but someone else might read it as offensive, even though it’s not remotely close to your original intention.
• Non-verbal communication: Body language, gestures and eye contact vary across cultures. For example, sustained eye contact might signal confidence in some cultures but can be seen as aggressive in others. Not to mention the nightmare of freezing faces on Zoom, which we all share these days…
• Relationship vs. task orientation: Some cultures prioritize building a relationship before diving into business, while others are more task-focused. Knowing which approach a client prefers can make a huge difference in your interactions.
• Time flexibility: In “monochronic” cultures like Germany or the U.S., time is treated as linear and schedules are sacred. I get it — missing a train by three minutes is my personal nightmare as a German. Apparently, in more flexible, “polychronic” cultures, schedules are often more fluid. How you people do that is just beyond me, but I’m aware of it.

The Bottom Line: Stay Flexible, Keep Learning

Here’s the key takeaway: When it comes to cross-cultural communication, there’s no “one-size-fits-all.” Each client brings a unique mix of cultural influences that go beyond any framework. The goal isn’t to have a perfect “recipe” but to approach each interaction with curiosity and respect.

Effective communication across cultures is about making an effort to understand, adapt and connect in ways that show genuine interest. By staying open and willing to adjust, you’ll build trust and navigate the rewarding complexity of intercultural relationships.