If you think you’re an expert in Brazil’s business culture, think again. This country is nothing like other Latin American nations, so expanding your business into Brazil requires a great deal of forward planning.
There are numerous variables which you’ll need to consider. The most valuable advice is to hire a PR agency in Brazil. This will save you money and increase your chances of success, since an agency is already familiar with local traits, and can provide you with the best strategy possible for achieving your goals.
In this article, we will take a look at five traits which are unique to Brazilian business culture.
What is Brazil’s business culture like?
Understanding all the nuances of Brazil’s business culture is essential to any business seeking to enter the market. It’s a huge country with many differences and similarities. Scroll down to learn more about the traits of this beautiful and growing country.
A diverse population
Choosing to expand to Brazil is not enough. Have you considered which region or regions you’ll be bringing your business to? This can make all the difference as to which strategy you should implement.
Brazil is the fifth-largest country in the world by area, with a territory of almost 8.5 million square kilometers. There’s no way the traits of Brazilian business culture are the same throughout the entire country.
Brazil also has a diverse population. Over 217 million Brazilians are descendants of immigrants from countries as diverse as Portugal, Italy, Spain, Germany and Japan.
Distinctive identities coexist within the country, and each state or region has different names for their citizens. They include:
- Paulistas: from the biggest metropolis in the country, São Paulo
- Cariocas: from the marvelous city of Rio de Janeiro
- Mineiros: residents of Minas Gerais, a mountainous landscape in the Brazilian countryside
- Baianos: a warm, dynamic people from Bahia
- Gauchos: from the farms of Rio Grande do Sul in the southernmost tip of the country
The country is full of other denominations like this. The important thing is to know that each region has its own habits and traditions. And businesses work like this as well.
Punctuality isn’t everything
Brazilians are not always on time, and many tend to be late for meetings. Make sure you’re on time anyway, though – it’s the polite thing to do.
Being late is usual but not a rule in Brazil, and there are exceptions. In São Paulo it is extremely disrespectful to be late for business-related events. Time is money in the Brazilian’s “Big Apple”.
Brazilians are informal (but not always)
Relationships are very important in Brazil, and most entrepreneurs aim to have a good office environment.
Initial business meetings may be formal, but don’t be surprised if the follow-ups are more informal, as colleagues get to know one another.
Another tip is to engage in small talk with locals before getting down to business. Personal relationships are the key to getting business done in Brazil. Try to stay a little bit after the meeting wraps up and bond over relaxed conversation.
The first impression is the one that sticks
In Brazil’s business culture, dressing appropriately for each occasion is extremely important. You can get a sense of what to wear by paying attention to how people dress on specific occasions.
Make sure to check out a company’s social media before meeting with them. Pictures taken during the average work-day will tip you off about how their workers typically dress. In start-ups or less traditional agencies, people tend to be dressed not too formally, and not too informally.
Physical contact is to be expected
In Brazilian culture, certain types of physical contact are quite common and expected.
When people meet in Brazil, they typically hug each other, give slaps on the back, and even kiss each other on the cheeks. Handshakes are usually given as a formal greeting.
In a formal meeting, you should greet each person – every one – with at least a handshake, when you arrive and before you leave. Don’t worry, you’ll see everybody doing it, and it will be hard to miss.
An important note about kissing: they take place between women, and between men and women only. For some reason, men don’t kiss other men here. And don’t worry, they’re not real kisses! Just touch your cheek to the cheek of the person in front of you, and make air-kissing sounds if you like.
The amount of kisses changes from state to state. The rule of thumb is:
- One kiss in the states of São Paulo, Brasília, Paraná, Mato Grosso do Sul, Mato Grosso do Norte, Roraima, and Amapá
- Two kisses (one on each cheek) in the states of Rio de Janeiro, Espírito Santo, Bahia, Alagoas, Pernambuco, Rio Grande do Norte, Ceará, Piauí, Maranhão, Tocantins, Goiás, Pará, Amazonas, Roraima, and Acre
- Three kisses (alternating cheeks) in the states of Minas Gerais, Santa Catarina, Sergipe, and Rio Grande do Sul
Extra tip: Learn key phrases in Portuguese
Many Brazilian executives are fluent in English, but don’t expect all citizens to speak your language. Learning a few sentences in Portuguese is a thoughtful way to show that you are making an effort.
Instead of “Hello”, say “Olá”; instead of “How are you”, say “Como está?”.
This is important: Brazilians DO NOT SPEAK SPANISH. They may understand you in Spanish, but don’t assume they are Hispanic. Doing so may be offensive for some people.
Brazil is the main Portuguese-speaking country in Latin America, which is one of the things that makes the country so unique in the region.
These are just some of the traits of Brazil’s business culture. They should help you to establish your company in this region. Always remember: building genuine relationships with Brazilians in the business environment will help your company a lot.