Why do you need to adapt your branding along with your business model when entering Latin America?

Seeing Latin America only as a supplier of cheap raw materials and goods is an outdated approach. Today, the region is home to sophisticated brands with intellectual capital that are successfully exported worldwide. This shows that the market is ready, actively adopting innovation, and placing high demands on companies entering the region.

When companies plan expansion into new markets, the first things they usually think about are legal structure, logistics, taxes, and pricing (these important tasks can be handled by the Latam Mercado team). But it is branding that determines whether the new market will trust you. Branding is not just communication. It is a part of the business that communicates its value.

A clear example is Starbucks. In Argentina, the company entered “as is”: American vibe, high prices, and a standard menu. The result was not so successful. Argentinians saw the brand as detached from reality: coffee was too expensive, and the atmosphere felt foreign. But in Brazil and Mexico, Starbucks introduced drinks with local themes and ingredients, partnered with local coffee suppliers, and adapted pricing. The outcome was completely different: the company gained growth and loyalty.

A brand is not baggage that can be carried in a suitcase. It is a living organism that must overcome jet lag and adapt to its environment. Adaptation helps not only to enter the market but also to find your own niche, and in some cases, even create one from scratch and become a leader beyond the competition.

Language

Although most countries in the region speak Spanish (except Brazil), Spanish in Chile and Mexico sounds different, and common words can often mean the opposite. For a brand, this is not a detail but a matter of perception and trust. To enter the local market, you must literally think and speak the same language as the consumer, including slang and local terms.

A great example of language adaptation was Coca-Cola’s global “Share a Coke” campaign (names on bottles). In Latin America, it was relaunched with a focus not only on names but also on diminutives and local nicknames that play a huge role in culture.

• In Mexico, instead of the formal “José,” bottles showed “Pepe” or “Checo.”
• In Colombia, “Pao” or “Pipe” replaced longer names.

This felt like “our language,” reflecting closeness and the emotional nature of communication in the region.

Culture

In Latin America, life is shaped by the rhythm of siesta, mañana, and fiesta. These are not stereotypes but deep traditions: people value rest, celebration, and living in the moment. Branding that feels too rigid or distant risks not resonating. In contrast, light, human, and emotional tones are received much better.

It is also important to consider national differences. European-influenced Uruguay, Mexico with its strong indigenous heritage and ties to the US economy, Argentina with its socialism, and Peru with its colonial legacy — all of these create different cultural filters for a brand. What works in one country may not work in another.

At the same time, beyond celebration and openness, the traditional social fabric matters. In many countries, the Catholic Church has a strong role, which means family values, respect for community, and moral codes directly influence brand perception. This is why images appealing to family, unity, care, and trust work well in communication.

A good example is Bimbo, Mexico’s largest bakery brand. For decades, it has built communication around family, simple joys, and “bread for every day.” This image perfectly fits the cultural code of the region: care for loved ones, shared breakfasts and meals, and the symbolism of home comfort. Thanks to this positioning, Bimbo easily expanded beyond Mexico and became popular in other countries of the region.

Globalization

Latin America is unique in how European, North American, and Asian influences coexist. The US and Canada shape culture through proximity and large numbers of expats who bring traditions, brands, and businesses. European influence is rooted in colonial history. Asian influence comes from waves of Chinese and Japanese migration.

As a result, supermarket shelves feature brands from the US, Canada, Japan, China, Korea, and Europe, creating a highly diverse consumer environment.

In addition, Mercosur and close ties between countries play a big role. Latin America is growing thanks to internal tourism and economic exchange, with millions of people traveling within the region every year.

What does this mean for brand adaptation? Latin America lives at the crossroads of cultures. Consumers have grown up with both local and international brands on the shelves. This means competition is not just between “local” and “foreign,” but with a full mix. To stand out, a company must bring a unique story. This opens opportunities for brands that know how to blend global values with local symbols.

Protection of local brands

We see brands in Latin America moving from traditional ways of doing business to more authentic, locally rooted approaches. More companies want to emphasize connection to their country, culture, and identity.

In everyday categories like food, clothing, and FMCG, consumers often prefer local brands because they align better with their habits and values. In contrast, in sectors like electronics, medicine, and automobiles, trust still leans toward international companies with strong reputations and advanced technology.

Economy

Income levels vary greatly across countries, but price sensitivity is higher than in Europe or the US. Unilever understood this and began selling shampoo in small sachets for $0.10, giving access to millions of buyers who could not afford standard packaging.

Another example is Uber. In Mexico and Brazil, the company added cash payments, a more common and trusted method of payment, which helped adoption.

Mentality and attitudes toward branding

The shift toward more authentic and business-oriented branding reflects the changing mentality in Latin America. It is no longer enough to deliver convincing messages about a company or product. Now brands are expected to demonstrate honesty, transparency, authenticity, and a focus on the desires of local people.

Entering the market cannot start with advertising. A deep analysis and rethinking of brand positioning and components is essential.

Who are the competitors? How do they position themselves? What is already taken and where are the gaps? Include consumer analysis here.

Positioning and meaning. Sometimes the name must change or be adjusted to avoid sounding comical or offensive in the local language. Visuals must speak the same language as the audience. Adapt your USP. In some markets, speed of delivery matters, in others sustainability. Keep your global identity. Do not dissolve completely in the local context or you risk losing your brand core.

Translation and cultural localization. Simplicity and clarity matter more than complex solutions. UX must work seamlessly on mobile devices, and not just iPhones, but Samsung, Huawei, and Xiaom,i which dominate the market.

The Latin American market is mostly young, and it needs simple and clear messages. Focus on TikTok, Instagram, and local platforms. Email works less effectively, but WhatsApp and Facebook are everywhere.

Honest, emotional, authentic. Entertainment dominates the market. Netflix proved this: thanks to local series (Club de Cuervos, La Casa de Papel), it won the hearts of audiences.

At Brand Doula, we worked with a premium travel agency that wanted to establish itself in Peru. At first glance, the market seemed overcrowded. Peru is a long-standing tourist magnet. Latin America has international giants, local agencies, and travel bloggers offering private tours.

But when we narrowed the analysis to the premium segment and focused only on agencies specializing in Peru, we found the niche was almost empty. Only one local premium company and a few large agencies for which Peru was just one of many destinations.

This was only the marketing analysis stage. Next, we moved to branding analysis, comparing how competitors talked about themselves. We reviewed texts, websites, and positioning, and saw a clear opportunity. Competitors promoted the location and services but not the actual experience or what made them “premium.”

We factored in local cultural and historical specifics, as well as the country’s image, and proposed creating a unique niche of sensorial journeys - tours that do not just show attractions but deliver deep sensory experiences. Here, the premium quality was expressed through the uniqueness of the offering.

Based on this positioning, we built a full brand strategy and prepared guidelines for the website, content, visuals, and communication strategy, which the company adopted as its foundation.

Key insights

Latin America is not just “another market.” It is a universe of cultures, values, and needs. Companies that learn to listen, adapt, and create authentic brands will gain not only profit. They will also:

• diversify risks
• build resilience
• attract investment and partnerships
• strengthen their status as international players

Branding in Latin America is not about logos. It is about respect, emotion, and real connection with people. Those who understand this first will take the strongest positions.