Personal Branding Across Cultures
By Marcela Jenney-Reyes
How does personal branding “translate” around the globe in other cultures?
Getting to lands far, far away.
Whether you are trying to create your brand at home or beyond your borders, there is one essential fact: you must have an online presence, no matter where you are.
As a professional, you have to protect your online reputation, as it influences the decision-making process of your clients. You are being “watched” online. If you don’t exist on Google, chances are you won’t go very far – and even less if your target market is not at home. Google is the most commonly used search engine in the world. Being on the first pages of a Google search will definitely have an impact on your brand. However, people trying to communicate their brand across cultures, besides having a multilingual website, need to be aware that the results may differ from one geographical region to another. When individuals in other regions of the world “Google” for information, the results shown by Google are generally limited to their particular regions. This isn’t good if you are trying to reach beyond your borders into those regions. If you want your website or blog to be targeted to a very specific region, or to show content specific for that geographical location, Google offers a tool called “Geotargeting” to improve the positioning of your brand on the web.
This tool allows you to aim your content at target users in the geographical locations you want to reach, especially when you have a generic domain, like “dot com.” The quality of the search results in the country or region where you or your brand is being “Googled” are then significantly improved. “Tell me where you appear in Google results and I’ll tell you who you are.” In many ways you can no longer be successful unless you are visible. The more visibility you have, the more respect and credibility you will acquire, even “in lands far, far away.”
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.