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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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