Guest lecture at the University of Antwerp Is it possible to establish a universal and consistent personal brand? What is the role of culture? How about the effect of new media? This presentation will provide insights into these questions. Culture plays an important role in how you are perceived. Having been rooted in individualistic cultures, personal branding is not as effective in various parts of the world. This presentation discusses how culture influences one’s image and what you should be aware of when you apply branding guidelines developed in the Western world to other cultures.

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PERSONAL
BRANDING
& CULTURE
Sirous Kavehercy
November 2013, Antwerpen

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THERE IS
NO UNIVERSAL
PERSONAL BRANDING!

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PERSONAL BRANDING
IS THE PRACTICE OF PEOPLE MARKETING
THEMSELVES
&
THEIR CAREERS AS
SOURCE: WIKIPEDIA

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CLOTHING
APPEARANCE
BEHAVIOR
ONLINE PERSONALITY
NETWORKING
KNOWLEDGE
EXPERTISE
REPUTATION

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BUT IS THERE A
UNIVERSAL CONCEPT
OF PERSONALITY?

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COLLECTIVE PROGRAMMING
OF THE HUMAN MIND
Prof. Geert Hofstede

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Symbols
Heroes
Rituals
Values

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Needs
Assumptions
Attitudes
Expectations
Perceptions
Hierarchy
Identity
Societal
Drivers
Context
Virtues
Behavior

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CULTURE IS HOW
WETHINK
ACT
ORGANIZE
RELATE
PERCEIVE

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WHAT DOES
CULTURE
HAVE TO DO
WITH
BRANDING?

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SENDER RECEIVER
ENCODE
ATTITUDE
EXPERIENCE
PERCEPTIONS
MEDIA CHOICE
DECODE
ATTITUDE
EXPERIENCE
PERCEPTIONS
MEDIA CHOICE
NOISE
SOURCE: Schramm (1955), Shannon & Weaver (1962)
MESSAGE
FEEDBACK
COMMUNICATION MODEL
WESTERN & SENDER-ORIENTED

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CHALLENGES
1. UNIVERSAL APPLICABLITY
2. INFLUENCE OF NEW MEDIA

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EMPATHY

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WHAT
WE COMMUNICATE &
HOW
WE ARE PERCEIVED
CULTURE

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FORUMS
SOCIAL MEDIA
PARTICIPATION
NETWORKING
SHARING
BLOGGING
PERSONAL WEBSITE
CONTENT

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NEW MEDIA
COMPLEXITY
COMMUNICATION

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CULTURE INFLUENCES
OUR INTERACTIONS
UNDERSTANDING HOW

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PROF. GEERT HOFSTEDE
5 DIMENSIONS MODEL FOR CULTURAL DIFFERENCES
1. POWER DISTANCE
2. INDIVIDUALISM VS. COLLECTIVISM
3. MASCULINITY VS. FEMININITY
4. UNCERTAINTY AVOIDANCE
5. LONG-TERM ORIENTATION
SOURCE: HTTP://GEERT-HOFSTEDE.COM

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BRANDING IS ROOTED IN
INDIVIDUALISM

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independent
self-management
autonomous
unique
abilities
values
motives
sociable
characteristics

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CULTURAL DIVERSITY
INDIVIDUALISTIC VS. COLLECTIVISTIC

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9%
ME
91%
WE
WORLD POPULATION
INDIVIDUALISTIC VS. COLLECTIVISTIC

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INDEPENDENT
PREDICTABLE BEHAVIOR
PERSONAL
INDIVIDUALS
FACE
TASKS
INTERDEPENDENT
CONTEXTUAL BEHAVIOR
HOLISTIC
IN-GROUP/OUT-GROUP
(LOSS OF) FACE
RELATIONSHIP
9% 91%

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How to be
UNIVERSALLY
RELEVANT

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DON’T ASSUME WHAT YOU BELIEVE IS RIGHT
BE INTERESTED IN HOW YOU ARE PERCEIVED
EMPATHIZE WITH OTHERS AND THEIR THINKING
RELEVANCE IS ABOUT OTHERS NOT YOU!

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TAKE AWAYS
PERSONAL BRANDING & NETWORKING

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LISTEN

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RESEARCH & LEARN

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SET A GOAL

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FIND YOUR
ADDED VALUE

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SELECT YOUR
CHANNEL

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CONNECT

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1. LISTEN
2. RESEARCH & LEARN
3. SET A GOAL
4. FIND YOUR ADDED VALUE
5. SELECT YOUR CHANNELS
6. CONNECT

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SAME
PERSON,
DIFFERENT
IMAGES

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http://geert-hofstede.com/
http://ec.europa.eu/digital-agenda/en/media-policies
http://hashtagsandstilettos.com/
http://www.bemisbalkind.com
http://www.ecc-ideastomedia.com/
http://syndromeda.be/index.html
http://mojomedialabs.com/
http://scholarworks.gvsu.edu/cgi/viewcontent.cgi?article=1014&context=orpc
http://blog.craniumfitteds.com
http://www.thinkadvisor.com/
http://crayon2papier.deviantart.com/art/Identity-146404155
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