Video: Exporting to Finland, Brand Localization and Marketing

Recently, I sat down with Simon—a British marketing expert who’s been living and working in Finland for many years.

We recorded a video together where we talked about what it’s really like to do business in Finland. This wasn’t just another business talk. It was a real, eye-opening look into Finnish culture, communication, and what foreign companies need to understand before entering the market.

Simon didn’t start in Finland.

He’s originally from Wales. He kicked off his career in the UK’s video gaming industry, then moved to California in the early 2000s to grow his career in one of the world’s most dynamic markets. But things took a major turn when Nokia—one of Finland’s most well-known global brands—invited him to join their team and help expand their gaming division.

That opportunity brought him to Helsinki, and it’s where his journey into Finnish business culture really began.

He moved from the bright, fast pace of Los Angeles to the calm and cool vibe of Finland.

At first, it was a shock—but over time, he came to love and respect what makes Finland so unique. One of his key tasks at Nokia was to make sure their content and strategies fit the Finnish market, and that’s how he became deeply familiar with localization—not just translation, but adapting everything to the local culture, tone, and mindset.

The Finnish Way of Doing Business

Simon shared something that struck a chord with me: in Finland, integrity and honesty aren’t just nice ideas—they are daily practices.

People here say what they mean. They keep their promises. And in business, that creates a foundation of trust. There’s no small talk just for the sake of it. Meetings are clear, focused, and to the point.

But what’s also unique is that Finns combine this integrity with a strong sense of humility. They don’t brag. They don’t oversell. If you walk into a meeting acting like a big deal, you’ll likely lose their interest.

What works better is being real, staying calm, and showing that you mean what you say.

Simon said it took him a while to adjust to how different work culture is in Finland.

In Finland, work-life balance isn’t just a buzzword. It’s real. It’s totally normal for a parent to leave work early to pick up their child from school. And no one questions that choice. Yet, Finns still manage to be incredibly efficient and productive.

That’s because they focus when they work, and then they disconnect when the day is done.

Communication: Keep It Clear and Direct

We also talked about communication style, which is another big difference from countries like the UK or the US.

In Britain, people often use polite small talk and soften their messages. In Finland, people say what they think. They get straight to the point. To someone new, this might feel blunt—but it’s not rude. It’s actually a sign of respect.

Finns don’t want to waste your time or theirs. They value honesty more than empty politeness.

If you want to succeed in Finland, learn to speak clearly and directly.

Don’t hide your message behind fluff. And if you don’t know something—say so.

Why Patience and Sincerity Matter

Simon also explained that building relationships in Finland takes time.

People here don’t rush into trust. They observe, they listen, and they notice how you behave. This doesn’t mean they’re not interested—it just means they’re careful. And once you’ve earned their trust, they’re loyal partners.

So, be patient.

Don’t expect quick deals or immediate results. Instead, focus on being consistent, honest, and respectful. Show up on time.

Deliver what you promise. And don’t overpromise anything you can’t do.

Language and Localization: Go Beyond Translation

Yes, most Finnish businesspeople speak very good English, especially the younger generation.

But Simon made it clear: if you’re serious about the market, localizing your materials into Finnish makes a big difference. A Finnish-language website shows respect. It also helps your SEO.

And it helps your brand connect with local customers who may prefer to browse and buy in their native language.

Localization isn’t just about translating words—it’s about adapting your tone, your message, and even your visuals to fit local preferences. In Finland, clear and simple messages work best. Avoid marketing buzzwords. Don’t overdo it. Simon gave examples of global brands like Coca-Cola and Nike.

They succeed in Finland because they stay true to their brand but adjust the message to fit the local culture.

Digital Marketing in Finland: Keep It Simple

When it comes to digital marketing, Finland follows a Scandinavian aesthetic—clean, minimalist, and functional.

People prefer websites and content that are easy to read, visually simple, and fast to load. So if you’re launching campaigns here, forget the flashy stuff. Focus on clarity and purpose.

Simon also pointed out that different countries use different platforms. Make sure you know which social media platforms your Finnish audience actually uses, and tailor your strategy to match.

Also, remember: Finns prefer short, clear content. In other markets, you might win people over with long storytelling or deep-dive videos.

In Finland, people want the information fast and without fuss.

Sustainability: Not Just a Trend in Finland

One of the biggest takeaways from our talk was this: sustainability in Finland is not just a marketing angle—it’s a cultural expectation.

Finns grow up with a strong connection to nature. They have some of the cleanest air and water in the world, and they want to keep it that way. So, if your business harms the environment—or if your sustainability messaging doesn’t match your actions—people will notice.

Simon shared the example of Finnair, known for its sustainability practices.

In Finland, this isn’t just for show. It’s about doing the right thing and being honest about your impact. You don’t have to shout about it, but you do need to walk the talk.

Be ready to explain where your materials come from, how you produce your goods, and how you reduce waste.

Why Finland Is a Market Worth Exploring

Some people might overlook Finland because of its small population.

But that would be a mistake. Finland is a wealthy, high-trust, high-tech country. People here are educated, open to innovation, and willing to pay more for quality.

Finnish infrastructure is strong. Transport and logistics work smoothly. And because Finland is part of the EU, entering the market also opens doors to the rest of Europe.

Finns expect clear rules and honest business, and that’s exactly what the Finnish system offers. Regulations are transparent. The legal system is reliable.

So when you do business in Finland, you know what to expect.

How Simon Helps Companies Succeed

Simon now works with UP There, Everywhere, a global virtual agency that helps businesses expand into new markets.

He helps companies understand where they are right now, what’s working, and where they can improve.

He doesn’t push a full rebranding or massive change. He starts small—maybe fixing a website, adjusting the tone, or reworking digital ads to better fit the Finnish market. He helps businesses grow step by step, based on their budget and goals.

What makes Simon especially valuable is that he understands both sides: the global business world and Finnish culture. He’s lived it.

He’s done it. And now he helps others do it, too.

If you're planning to expand your business into Finland—or just want to learn what makes Finnish business culture so unique—this video is for you.

Simon shares real stories, practical tips, and honest advice. No corporate buzzwords, no generic advice—just real insight from someone who’s been there.

👉 Watch the full video and let me know what stood out to you. Have you worked with Finnish partners before? Thinking of entering the market? I’d love to hear your thoughts.