Personal Branding Across Cultures
By Marcela Jenney-Reyes
How does personal branding “translate” around the globe in other cultures?
The Emotional Side of Becoming a Global Name
Mass communication and human communication have become intertwined. Gone are the days when we depended on printed media, radio, TV, and billboards as communication channels. Thanks to the advancement of technology, today’s communication is virtually instant. News is now rapidly circulated over the Internet and through mobile devices, making it accessible to most people around the globe. Then the social networking sites come into the picture. They can also be called a part of mass communication because, with the help of these sites, we can reach huge crowds. Not only personal views but professional promotions can also be successfully carried out through these sites.
Social media can provide an individual a global name following the same principles as corporate branding. A global brand maintains a clear and consistent identity with consumers across geographies. A global brand delivers the same benefits everywhere it appears and is consistent in how it is presented to the consumer – that is, in its marketing messages and its visual identity.
But there is more to it than this. When striving to create a global name, we need to find that “emotional connection.” Regardless of the culture at hand, the target audience bases our influence upon how they “feel” about us. It is that emotional connection created in the minds of our target market that builds trust and influence. We connect across cultures by understanding, becoming aware of and appreciating diversity, by respecting different points of view, values, beliefs, languages, behaviors and communication styles, etc. When looking for the emotional connection with your global market, remember, it’s about them, not about you. Close the gap by respecting, learning and getting closer.
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.