Personal Branding & Culture - AIESEC - University of Antwerp - Sirous Kavehercy

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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 - AIESEC - University of Antwerp - Sirous Kavehercy

  1. 1. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com PERSONAL BRANDING & CULTURE Sirous Kavehercy November 2013, Antwerpen
  2. 2. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com
  3. 3. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com THERE IS NO UNIVERSAL PERSONAL BRANDING!
  4. 4. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com
  5. 5. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com PERSONAL BRANDING IS THE PRACTICE OF PEOPLE MARKETING THEMSELVES & THEIR CAREERS AS SOURCE: WIKIPEDIA
  6. 6. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com CLOTHING APPEARANCE BEHAVIOR ONLINE PERSONALITY NETWORKING KNOWLEDGE EXPERTISE REPUTATION
  7. 7. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com BUT IS THERE A UNIVERSAL CONCEPT OF PERSONALITY?
  8. 8. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com COLLECTIVE PROGRAMMING OF THE HUMAN MIND Prof. Geert Hofstede
  9. 9. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com Symbols Heroes Rituals Values
  10. 10. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com Needs Assumptions Attitudes Expectations Perceptions Hierarchy Identity Societal Drivers Context Virtues Behavior
  11. 11. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com CULTURE IS HOW WETHINK ACT ORGANIZE RELATE PERCEIVE
  12. 12. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com WHAT DOES CULTURE HAVE TO DO WITH BRANDING?
  13. 13. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com 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
  14. 14. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com CHALLENGES 1. UNIVERSAL APPLICABLITY 2. INFLUENCE OF NEW MEDIA
  15. 15. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com EMPATHY
  16. 16. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com WHAT WE COMMUNICATE & HOW WE ARE PERCEIVED CULTURE
  17. 17. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com FORUMS SOCIAL MEDIA PARTICIPATION NETWORKING SHARING BLOGGING PERSONAL WEBSITE CONTENT
  18. 18. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com NEW MEDIA COMPLEXITY COMMUNICATION
  19. 19. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com CULTURE INFLUENCES OUR INTERACTIONS UNDERSTANDING HOW
  20. 20. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com 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
  21. 21. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com BRANDING IS ROOTED IN INDIVIDUALISM
  22. 22. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com independent self-management autonomous unique abilities values motives sociable characteristics
  23. 23. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com CULTURAL DIVERSITY INDIVIDUALISTIC VS. COLLECTIVISTIC
  24. 24. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com 9% ME 91% WE WORLD POPULATION INDIVIDUALISTIC VS. COLLECTIVISTIC
  25. 25. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com INDEPENDENT PREDICTABLE BEHAVIOR PERSONAL INDIVIDUALS FACE TASKS INTERDEPENDENT CONTEXTUAL BEHAVIOR HOLISTIC IN-GROUP/OUT-GROUP (LOSS OF) FACE RELATIONSHIP 9% 91%
  26. 26. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com
  27. 27. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com
  28. 28. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com
  29. 29. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com
  30. 30. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com
  31. 31. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com How to be UNIVERSALLY RELEVANT
  32. 32. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com 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!
  33. 33. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com TAKE AWAYS PERSONAL BRANDING & NETWORKING
  34. 34. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com LISTEN
  35. 35. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com RESEARCH & LEARN
  36. 36. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com SET A GOAL
  37. 37. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com FIND YOUR ADDED VALUE
  38. 38. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com SELECT YOUR CHANNEL
  39. 39. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com CONNECT
  40. 40. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com 1. LISTEN 2. RESEARCH & LEARN 3. SET A GOAL 4. FIND YOUR ADDED VALUE 5. SELECT YOUR CHANNELS 6. CONNECT
  41. 41. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com SAME PERSON, DIFFERENT IMAGES
  42. 42. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com 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 CREDITS & THANKS IMAGES/CONTENT/REFERENCE YOU MAY USE THE SLIDES AS IS FOR REFERENCE PURPOSES. REPRODUCTION AND MODIFICATION OF THE CONTENT & DATA IS NOT ALLOWED WITHOUT PRIOR PERMISSION. FOR FURTHER INFO PLEASE FEEL FREE TO CONTACT INFO@TRIPYLONMEDIA.COM.

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