Solution to China brand problem lies in the details O

n Aug 1, 2014, the Chinese embassy in Washington D.C. held its annual reception commemorating the 87 th anniversary of the founding of the People’s Liberation Army. As always, the event was meticulously managed. But what struck me the most was an assortment of flyers on display at the registration desk. The flyers, produced by the Bureau of International Publicity of the Chinese Department of Defense, looked like something one may find on the bulletin board in a Chinese government building, rather than professional public relations kits carrying Beijing’s message to the world.

This is a branding problem. PR or marketing professionals familiar with global and crosscultural communications would easily point out a list of things on the flyers that may be improved in order to communicate the message — and by extension, the “China brand” — with more effectiveness and grace.

Chinese leaders and academics have feverishly advocated the idea of public diplomacy, but on many occasions, the enthusiasm fails to translate into effective implementation, which would greatly benefit from design elements more empathetic to the recipient culture and less stiff in lexicon.

The China brand has also performed poorly in the private sector. In fact, Chinese brands are perceived less favorably in the US market than those of many competitors. This is paradoxical and ironic given China’s perceived status as a global power. But with China’s outbound investment exceeding foreign direct investment for the first time in 2015, American consumers can count on seeing more Chinese brands online and in their local supermarkets. For instance, during the 2015 Consumer Electronics Show in Las Vegas, hundreds of Chinese brands signed up. How these brands try to communicate with consumers will have significant impact on the overall perception of the China brand.

Indeed, the world’s secondlargest economy faces a serious branding problem, in both policy communications and business marketing — which are becoming increasingly intertwined in our time. Strategists may rightfully argue that the less than favorable perception of China in the US is a result of the shifting balance of power in world politics; but the devil is in the details. At a time when social media and fragmented information affect even the most focused policy analysts, one flyer or one video clip may be all it takes to shape perceptions of China.

So what can be done differently? Beijing’s policy circles have talked about public diplomacy long enough. Now is the time to focus on implementation and execution — by ensuring that every detail in public diplomacy materials excites their intended audience, instead of appealing merely to the internal chain of command.

For Chinese businesses, managers should recognize the importance of branding in the US market. Experiences that have worked in other global markets may not apply in the US. A client once said to me that the biggest challenge for Chinese brands in the US is determining how to “deChinesize” the brand. The real challenge, however, is to learn how to become brand sensitive and responsive to the local culture. Successful global brands have done so repeatedly, although not without considerable upfront investments. Chinese business leaders should learn from these experiences and invest in building wellreceived brands, even if the financial returns are not immediate.

Ultimately, China’s global brand identity is shaped by Chinese society — one that is still on the path of becoming more open and empathetic toward diverse values. China is home to the world’s fastest growing Internet companies, but this won’t automatically bring the cultural empathy that’s key for the country and its people to creating a positive global brand. It would be a missed opportunity for the Chinese government to overtly emphasize the need for control in its Internet governance, as discouraging its constituents to socialize globally will eventually hurt China’s image as a global brand.

Details are critical in communications, and they are the lowest hanging fruits. Now is the time for Chinese policymakers and business leaders to take a renewed look at their branding problems in the US, and start improving on the details, one flyer at a time.