1. Start with your audience

A promotional products supplier working with large procurement departments may communicate differently from an advertising agency, while a brand targeting younger audiences may take yet another approach.

“Sie” remains a safe choice in many B2B relationships. “Du” is more common in casual, creative, and lifestyle-oriented communication.

2. Do your research

Before localizing your website, catalogue, or offer, take a look at German companies in your industry. How do they address their customers? What do their CTAs and sales communications look like? What tone dominates?

Research does not mean copying the competition. It helps you understand the local context and avoid communication that sounds foreign or unnatural.

3. #gerneperDu is a useful clue

German companies sometimes use the phrase #gerneperDu in their email signatures. This signals that “Du” is a deliberate part of the company’s communication culture. However, it does not mean that every brand should use the same form. Treat such signals as part of your research rather than as a ready-made solution.

4. The form of address is part of your tone of voice

Before localization, it is worth defining whether your brand should sound expert, professional, approachable, casual, or premium.

“Sie” does not necessarily mean formal language, and “Du” does not guarantee a sense of closeness. The form of address should fit the brand’s overall tone of voice.

5. The most common mistakes

❌ automatically translating “you” as “Du”

❌ mixing “Du” and “Sie” – this looks very unprofessional on a website!

❌ copying competitors

❌ translating without doing research first

❌ equating “Du” with a casual communication style

Good communication in German starts not with translation, but with understanding your audience and the local context.

More useful insights on brand communication and visibility

On LinkedIn, Magdalena Nelke shares experiences and insights on brand communication in Poland and international markets.