Personal Branding Across Cultures Blogathon: Day 9 / Donn Pjongluck
Consistent brand personality maintenance could prove to be difficult when a certain brand has an identical marketing style across the globe. The values and norms that seem most important to a given society vary across cultures (Chritton, 2012). This has the potential to bring out several brand personality interpretations. To make an amendment to this, slight tweaking of the marketing style of a certain brand for different cultures; seem to be advocated for by some companies. This should result to consistent representation of a brand across the globe, in spite of cultural differences. This may however, not always be necessary (Gelder, 2005).
Embracing Personal Branding
Personal branding would help bring about individuality and uniqueness among the people of Thailand thus helping them differentiate their expectations from various competitions they could be facing. Through personal branding, the Thais could gain the ability to inject their personalities into their self brands and businesses as well. This would help them be known for what they stand for as well as who they could be thus helping to bring about transparency and authenticity to oneself (Chabin, 2004). The Thais could as well be able to create awareness for one’s services and products. Branding helps in sharing one’s identity, as well as impact on the perception that others could have about oneself (Kaputa, & Kaputa, 2012). Through personal branding the Thais could develop small business and self employment which would motivate them to build magnetic brands that would force more sales in much less time. Having a strong personal brand to them could be a big benefit in attracting customers, thus increasing revenue for oneself and the country at large. Personal branding could enable Thais become thought leaders through establishing themselves as experts and gaining recognition (Ohm, 2013).
How Thais are Branding Themselves Online
Social networks seem to gain a prominent place in usage of internet in Thailand. Consequently, traditional banner advertisements’ reach seems to diminish favoring large social networks’ advertisements. The major brands that operate in Thailand already seem to be making use of this transformation in online behavior (Kaputa, & Kaputa, 2012). Also noticed could be the use of blogs by Thais to brand themselves, in which case 86 percent of Thai internet users have read blogs while 71 percent of them appear to have created blogs by themselves (Keegan, 2010).
How Thais can Build a Successful Personal Brand
The Thailand people seem to find difficulty in getting their government to support individuals’ brand management initiatives. This could be as a result of the Thailand government not understanding the value of personal branding by its citizens.The Thai people can thus take an own initiative to educate their own government on personal branding benefits (Kapferer, 2008). Another difficulty could be that the Thais might be owning individual brand pieces such as brand identities, brand promises among others in which case they might not know how to translate these pieces into a brand building culture of their own. The Thais can curb this by challenging one another on the formation of personal brands as well as teaching one another on the same (Ahlstrom, & Bruton, 2010).Both functionally and geographically diverse groups that exist in Thailand might be difficult to convince to embrace this idea of personal brands. This might however be solved through identification of each group’s burning issues and the discovery of how individual’s personal brands could help solve these issues.(Tokuhama, 2011).