Solution to China brand problem lies in the details

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 "de-Chinesize" 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 well-received 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.

The author is founder of the Dialogue Group, a Washington-based international communications consultancy. Blair Vorsatz and Calanthia Mei contributed to this article. chinausfocus.com