Editor’s Note: Can Personal Branding Really Work in Other Cultures?

Editor’s Note

By Peter Sterlacci

Can Personal Branding Really Work in Other Cultures?

Is the term ‘personal branding’ being misused or misunderstood around the world? Often attaching the word ‘branding’ to the word ‘personal’ is the root cause of much of the criticisms I have come across.

I was intrigued by the use (or misuse) of personal branding globally and wanted to explore this deeper. As a personal branding strategist in Japan I have spent the past 3 years trying to bring personal branding into the Japanese culture. It has been a challenge to say the least.

Personal branding was born as a ‘western’ concept. The culture in the US, for example, empowers individuals to understand what makes them authentic, differentiating, and compelling and apply this to their lives.

So, can personal branding work in other cultures?

I think this is a valid question. After all, people are people and we all have a unique value we bring to the world. Don’t we? But, do deeply rooted cultural values and expectations create barriers that prevent personal branding from being embraced around the world?

Hence, the motivation to recruit a handful of experts to analyze the role of personal branding in different cultures. The end result was an 18-day series on my blog called “Personal Branding Across Cultures” where 18 experts shared their views on personal branding within their cultures. I curated these 18 blog posts into a new eBook that you can download for FREE on my site.

In every culture, barriers to personal branding exist in varying degrees. Yet in all 18 cultures the seeds for personal branding have been planted and have taken root – deeper in some for sure! What I have learned from curating these 18 articles is simply this: Personal branding does work around the world!

As personal branding specialists it is now our duty to nurture these personal branding seeds using whatever means necessary to enable them to grow and prosper in our respective cultures.

Enjoy the free eBook and share with others!

Peter Sterlacci, founder of BeYB – Believe. Become. Be Your Brand, , combines personal branding strategy with cycling imagery to empower on-the-move careerists in global companies in Japan to shift gears, get out of the saddle, and sprint to career success.


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