Let’s be honest: entering a new market can feel a bit like dating. You need to make a good first impression – and in the DACH region (Germany, Austria, Switzerland), a lot can go wrong if you don’t understand what makes people tick. British brands hoping for success here often simply assume that cultural similarities are enough to carry their measures. I say: this is not the case.
A product alone does not guarantee attention. The entire positioning of a brand is scrutinized here, and the public’s verdict is brutal and often does not offer a second chance. Success in the DACH region therefore requires substance, precision and a thorough understanding of local requirements and mindsets. That’s why it takes a data-driven PR strategy that understands the nuances of each region and delivers a message that hits the mark. (One approach for all three countries? Sounds tempting, but rarely works).
Interested brands need to realize that the DACH region is not just a collection of countries where German happens to be spoken. It is a trio of highly individualistic cultures (that don’t love everything about each other) united by high expectations in terms of quality, value and corporate culture.
We know from experience and data: Germans are known to be skeptical of exaggerated claims and overly emotional messages – if you present them with those, they won’t trust you. Austrians, on the other hand, tend to favor wit and cultural pride, while Swiss audiences value trustworthiness above all in the form of consistent words and actions.
And that is why basing any communication on data is the most effective lever you can have to win them over. It ensures credibility through objectivity, thus creating trust and transforming general brand messages into truly relevant and targeted stories.
Different market, different rules – there’s no standard formula here
Far too many British brands approach the DACH market with a kind of “copy-paste mentality”. Most of the time, they simply translate their English materials, make a few visual adjustments and think that’s the end of the job.
The result? Disinterested consumers, disappointed journalists who don’t feel taken seriously, and disappointing reach and market share.
This means that successful communication in the DACH region must go beyond mere translation. Brand communication must clearly convey that you understand how and what people search for, what they say, consume and who they trust. And what is the best way to decide where a brand can claim a niche in this context? You guessed right: with data.
In a region where consumers and the media place high demands on brand communication, data is not optional, but essential. Journalists in the DACH market are known for asking critical questions. They don’t want to waste their time with “marketing spin”. A press release without context or substance is not even worth a second glance.
The answer is a PR and communications strategy based on data research. Whether it’s representative consumer insights or media trend analysis, using real, current and localized data helps brands develop messages that make people feel seen, understood and want to be part of it.
Focus on data collection: what is really relevant
But beware: not all data is created equal. For UK brands looking to enter the DACH markets, here are the four most important data analytics to consider:
- Search intent data: What do people google? What questions are they asking? Creating content that is tailored to this guarantees relevance and integrated traffic.
- Media analysis: Which headlines dominate the relevant media? What tone, topics or formats do they prefer?
- Target group analysis: How does your own target group make purchasing decisions? What do they value? What influences them and why and how?
- Competitive benchmarking: How do similar international brands communicate in the region and what can be learned from their successes (or failures or what they lack)?
When you combine these insights, you automatically move from generic messages to storytelling that is guaranteed to address journalists and consumers on an equal footing.
Ergo: British brands that want to make a name for themselves in the DACH region need more than just transferring what has worked in English-speaking markets. They need cultural empathy, local understanding and data to back it up.
So if you are planning a market entry in Germany, Austria or Switzerland, you should not improvise. You should work with local PR teams like PIABO, invest in data and always remember: a good story may attract attention. But a story based on data? It achieves long-term results.
More insights or advice required: stefanie.soehnchen@piabo.net
