Trials and Triumphs When Developing a Global Personal Brand

If you want to develop a globally-recognized personal brand, you need to leave your own backyard. Find out how you can build culturally-diverse relationships by adding value where it matters most.

What does it mean to build a globally recognized personal brand?

The late Jim Rohn begs the question, “What do you want to be known for?”

You might want to be known for being the best parent, teacher, or professional in your field. You might set your sights locally or stretch the possibilities beyond borders and make an impact globally.

The choice is yours. There is no right or wrong answer. It’s up to you to decide. Should you consider expanding beyond your zip code, I can offer some practical advice that has taken me around the globe making an impact doing what I love to do.

Learning what it means to go global

My friend Roseann Farrow lent me $3,000 to earn the Certified International Property Specialist designation from the National Association of REALTORS. What a friend! This opportunity to learn about how real estate is bought and sold while traveling by cruise was a lifetime experience I will never forget. It also was the catalyst behind launching my speaking business in other countries. Not only did I pay Roseann back in full, but her gift was a catalyst that has paid itself forward in more ways than one.

To build relationships abroad, consider how you can add value to each individual in your unique way. Standing out at conferences and networking events can be difficult, especially if you are focused on selling your services and handing out as many business cards as possible. Each conversation. Each discussion. Each event represents an opportunity to plant a seed where people remember you by what you say, but also how you follow up. That’s your brand. I differentiated myself on the CIPS cruise by sending each individual a personal postcard, sending my slide presentation with useful international technology tips, and creating a video for my new friends to reflect upon.

Developing relationships with strategic partners

Time is not on your side. If you want to build a globally recognized brand in less time, you need to consider being more strategic in your approach. In addition to building relationships with globally-minded professionals, it is worth exploring how you can add value to those in a higher position to refer you to new business.

I was hired to teach a program to instructors who taught the CIPS designation. The program was well received. What made it more meaningful was the video interviews I recorded that highlighted what each one of them said about the designation and why they loved teaching it. This digital asset became a marketing tool to support the designation and my process taught them how to do it for their international business courses.

In addition to helping the CIPS instructors, I helped the NAR’s president’s liaisons learn how to use Skype as a business tool. Each president liaison was responsible for maintaining relationships with each country where a cooperating agreement to conduct business was already in place. Although most of them had used Skype in the past, few at the time knew how to share their screen to guide customers with documents and websites using the technology. That extra value made me memorable and valuable when it came to referring me to new business.

Growth Across Canada

The easiest destination for U.S. citizens to start their international business venture is Canada. Most of the country speaks English, there are many similar customs, and business is conducted in a way that requires the least cultural adjustment. In my experience had I not built a national brand across the United States, it would have been much more difficult if not impossible to work across the provinces.

Speaking at the REALTOR Association Executive Institute in Quebec City gave me my first exposure to executives in Canada. To differentiate myself, I produced visually captivating videos about the latest technology trends, released a new book, the REALTOR Association Social Media Performance Guide, and delivered two presentations that offered actionable tips. That one event helped get me hired to speak at the Banff Western Connection, REALTOR Quest in Toronto, and more association executive events in Canada where I took a similar approach. Each new opportunity created a bigger opportunity so as long as I was relentless at creating differentiated value and humanized conversations with each relationship along the way.

Networking with Google Translate, Language Barriers, and Cultural Intelligence

My favorite event at the National Association of REALTORS conference was International Night Out. It was the one opportunity to reconnect with the CIPS instructors, president’s liaisons, and participants from my seminars which I had given in multiple countries. I didn’t sit with my friends. I sat at tables where I didn’t know anyone even if it meant I couldn’t speak their language. One of the best ways to build a relationship with a new foreigner is to practice their language. The best tool is an interpreter. The second best option is Google Translate although it’s not perfect. One time I had sat between an executive from Mexico and Russia. In Google Translate I typed the the same three statements. How are you doing? Are you having a good time? Let’s party. In each of the exchanges, there was a cordial response. The Russian executive looked at me puzzled after the third statement which required an interpreter. The interpreter asked me, “Do you mean Democratic or Republican Party?!”

I delivered translated talks in Buenos Aires, Brazil, and Belize. I learned to build a global personal brand, I needed to slow down my speech before I could speed up business. People won’t listen to you until they trust you. People won’t trust you until they understand you are sensitive to how they show up, not how you expect them to behave. You must develop cultural intelligence to establish meaningful relationships abroad. Each country has its own set of values, cultural norms, hand gestures, language patterns, and customs. You can easily offend someone by saying or doing the wrong thing. That’s why a little preparation can go a long way.

One of the best resources I have found to start building your cultural intelligence is the Cultural Intelligence Center. Step one is taking an assessment. This will reveal how motivated you are, what you know about cultural intelligence, what behaviors deserve some reflection, and how prepared you are to engage someone from another country. This assessment lays a proper foundation for you to develop cultural intelligence when building relationships without making a critical mistake that could cost you your reputation in another country.

Around the world and back

My Mom and I took a Mediterranean cruise back in 2010. It was a trip of a lifetime since we toured Rome, Barcelona, and around the pyramids. In Egypt, it was free to ride the camels. It was $20 to get off. In Turkey, salespeople were relentless at selling their carpets much like the Maltese with their silks.

When tourists or immigrants visit the United States for the first time, they have their own unique experiences of how U.S. citizens make a first impression. While each one of us is uniquely different, we still are the same species. While you might experience some embarrassing moments abroad, you still must show respect to another culture as a global citizen. Your behavior abroad is your global brand. Make it count.