How to adapt your value proposition to a new culture (without diluting your brand)
Welcome to this series! Here we help you assess whether your business is prepared to enter francophone markets strategically and sustainably. Each article explores one of six essential question to help you decide if, when, and how to take your next international step.
The “What” can be global. The “Why” must be local.
This series explores what it really takes for brands to succeed in France and Québec. In the first article, we assessed whether your brand is ready for francophone expansion. In the second one, we looked at how to understand a culture without falling into clichés. Now we turn to one of the hardest parts of international growth:
👉 Adapting your value proposition so it resonates locally, without reinventing your product.
Because here’s the truth: Your product’s features may be universal, but the value customers perceive is always cultural. “Efficiency” in the U.S. might translate as “rigor,” “clarity,” or “reduced risk” in France. In Québec, it might translate as “simplicity,” or “collaboration.”
Your product doesn’t change. Your story, your promise, and your value articulation absolutely do. This article shows you how.
1/ Transcreation: The real work of localizing a value proposition
Most companies underestimate this step. They assume localization = translation. But for a value proposition, the core of your brand promise, that is not enough.
A/ Translation vs. transcreation: The critical difference
Translation
Goal: Accurate, precise conversion of source text into another language
Use Case: Manuals, legal requirements, user interfaces.
Transcreation
Goal: Recreate meaning, intent, tone, and emotional impact.
Use Case: Marketing campaigns, taglines, brand messaging.
If your English message says “Get ahead faster,” a direct French translation (“Avancez plus vite”) may sound either flat or too aggressive. A transcreated version might be:
France: “Gardez le contrôle de votre temps.” (Signals mastery + professionalism, highly valued in French B2B.)
Québec: “Simplifiez votre quotidien.” (Warmer, simplicity > speed.)
The question is not: “What does it say in English?” The real question is: “What does it need to mean here?”
B/ Choosing the right tonal register (Tu vs. vous)
A subtle but powerful signal.
In France (more formal, high-context): “Vous” is standard in B2C & B2B. Using “Tu” early in the relationship can feel unprofessional or presumptuous. Premium brands should almost always default to vous.
In Québec (more Relational, lower-context): “Tu” is widely accepted, and even expected, in B2C, digital marketing, and tech, signaling approachability. “Vous” is reserved for formal or legal contexts.
Define your tonal register before any copywriting begins, and enforce it across every touchpoint (website, ads, emails, chatbots, support).
C/ Test for resonance (A/B Testing)
Never assume your adapted messaging will land. Test locally:
Value drivers (e.g. ROI vs. reliability vs. simplicity).
Headlines and taglines.
Emotional triggers (e.g. innovation vs. security).
Calls-to-action (For example, “Start now” and “Request a demo” may have very different cultural impacts).
Create small, targeted landing pages for your new market and drive local traffic to measure behavioral differences.
2/ Product & pricing: Turning your promise into operation
A localized value proposition is only credible if your product and pricing support it. This section deals with the tangible, operational steps that validate your localized promise.
A/ Prioritizing the right features for each market
Ask yourself three questions:
a) Does your product meet essential local expectations? Examples:
Integrations with French accounting standards.
Support for French AZERTY keyboards.
Québec-specific fiscal or compliance workflows.
Adaptation for 24h time formats or decimal separators.
These aren’t “nice to haves.” They are market-entry requirements.
b) Which features matter in your home market but not locally? If a feature doesn’t resonate, remove it from marketing materials. Clarity = higher conversion.
c) Is your product French-localized or simply French-translated? There’s a difference: France uses different vocabulary than Québec, and vice versa. Users will immediately notice when you mix both. Your UX should feel native, not translated.
B/ Pricing strategy goes beyond currency conversion
This is where many companies lose trust immediately.
Benchmark locally, not globally: Market expectations differ widely. €29 in France ≠ 29$CAD in Québec ≠ $29 USD in the U.S.
Be transparent about taxes:
France B2B: Prices must be displayed HT (Hors Taxe).
France B2C: Prices must be displayed TTC (Toutes Taxes Comprises).
Québec: Consumers expect clarity about GST + QST.
Match local payment habits: France favors SEPA transfers, monthly invoices, and structured purchasing departments. Québec is more flexible, but debit-based payments are common.
Think of your pricing model as an integral part of your value proposition, not an afterthought.
3/ Design speaks culture: Adapt your visual strategy
Words aren’t the only carriers of cultural meaning. Your visual language communicates your value before anyone reads your first headline.
A/Conduct an imagery audit
Audit for:
people who look like the market you’re addressing
settings that mirror local reality
locations or landscapes that reflect local geography and not generic international settings.
symbols, colors, and design choices with cultural meaning
For example:
Red + blue combinations can evoke political polarization in France.
Certain hand gestures are interpreted differently in Québec.
Paris-only clichés might now work if you try to speak to all of France.
Using imagery of Mexico City or Miami for an ad targeting Montreal can create a disconnect with local audiences.
Visuals should feel familiar, not foreign.
B/ Legal and quality signals
In markets that value rigor (like France), the display of local credentials is a powerful value signal.
Displaying:
GDPR compliance
Local certifications
Security badges
Local partnerships or customer logos
...instantly reinforces your value proposition of trust, safety, seriousness, and quality. Québec buyers also respond positively to “local proof,” but with more emphasis on local customer success stories.
4/ Conclusion: Make your promise believable
A strong, localized value proposition is the intersection of:
Transcreation (adapting your messaging and emotional triggers)
Operational readiness (product features, pricing, compliance)
Visual alignment (imagery, tone, semiotics)
In short, your product doesn’t need to change, but your value narrative absolutely must.
You’re now ready for the next step:
👉 How to structure and execute your Go-to-Market strategy for France and Québec
Want some help? At L2 Consulting, we help brands move from “we want to go international” to “we’re ready to do it right.