Personal Branding Across Cultures
By Marcela Jenney-Reyes
How does personal branding “translate” around the globe in other cultures?
Borderless Brand Mentions: “It’s a flat world, after all.”
How do you think your customers feel about your brand? While this may not be big news to you, people are talking about your brand, and they are doing so in a very public way—online. Customers around the globe are turning to social media to rate, praise, and even condemn products, services, brands, companies, political leaders and pretty much anything they are not happy about. These mentions are everywhere, not only on Twitter and Facebook, but also lurking in small independent forums, chat rooms, and blogs.
The power of people as media. Why are consumers resorting to social media to air their discontent? Generally, their primary purpose is to help other consumers make smart shopping choices, but a good number of brand mentions online are for the sole purpose of revenge. If consumers read unfavorable words about your brand, they will definitely be less likely to purchase from you.
Tracking down social mentions. While you can’t necessarily control what people are ultimately saying about you and your brand, there are definitely tools to monitor these mentions. These tools are everywhere; some are free and some you have to pay for. You may want to consider using these monitoring tools to track down any mentions of you or your brand so you can take the right measures to avoid their ruining your reputation. Think of it as getting effortless survey results. It can be a way of knowing where your services excel and locating the places where they need a bit of love.
The importance of customer service. Catering to customer service is an aspect of business that will never disappear. At the end of the day your business is only in existence thanks to the people who buy from you. Making them happy will ultimately make your business soar. Conversely, it is important to track down how you might be making your customers unhappy so that you can fix your weak areas, limit online brand-bashing, and reach out to a larger market.
There are no borders when it comes to the power and reach of social media!
Marcela Jenney-Reyes is a global marketing expert, business coach and consultant with over 20 years of experience. Her clients include language service providers, entrepreneurs and business professionals from culturally diverse backgrounds.