Is Your Personal Brand Attracting A Multicultural Audience?

It is natural to gravitate towards people of similar personality and sometimes culture because it is safe and familiar. But no one should or can operate as an island and variety is after all the spice of life. To be globally relevant, you must capture the hearts of a multicultural audience. Make an effort to understand the diversity of the cultures of your target audience and use this knowledge to your marketing advantage. Handling a multicultural audience goes beyond learning a language or befriending a few people. It requires indepth research as well as keen and genuine interest in the people you are addressing. So, how do you go about branding yourself for a multicultural audience?

Cultures are the sunglasses through which people view the world. If you want your brand attracting a multicultural audience, you need to design your strategy in a way that incorporates a multiplicity of cultures to satisfy your audience.

Embrace Diversity

People are different. People are strange. People are unique. But above all people are equal in value if not in function. The concept of cultural superiority is so offensive that it is an almost guaranteed way of alienating and losing your followers. Do you believe that your culture is superior to other cultures? Stop it. You cannot afford to be behaviourally biased against one or a group of cultures and I say this not just for business reasons but for life. We miss out of the delicious flavours of humanity if we do not recognise our need for one another. Remember that you need other cultures when branding yourself for a multicultural audience. Do not create a void between you and your audience but rather, show them that you value their cultures as much as your own.

Learn the Lingo

Do you incorporate more than a few cultures when branding yourself for a multicultural audience? Are you aware of the different languages adopted by different people within your target area? Use of a common language will be the best way to attract and speak to your audience. For example, if you want to address a topic like Agricultural Development within the African context, you have to learn the vernacular of Agriculture. Speak of the food crisis and drought, discuss topographic challenges to the small time farmer, investigate the success of greenhouse technology in desert climates. You get the gist. These issues, within Agriculture, speak to a non-discriminate audience and cut across cultures in and of themselves. Avoid the use of slang in the process of marketing your personal brand. One man’s slang is another man’s slur so steer clear of confusion and misstatement.

Tread Lightly

Never underestimate the intellectual capacity of your audience. Never resort to condescension or over simplification. The words and images you choose to use in communication often reflect your view of your listener. Be careful when culturally appropriating terms and using such words to communicate with your audience. Investigate the meanings of scenarios, gestures and phrases before you use them in any interaction. Where misunderstanding may occur, use those as possible cultural teaching points. Try as much as possible to target the similarities in cultures and educate on the differences. This encourages communities to identify with one another and willingly unite for a common cause or goal.

Vary Your Media

Are your multicultural audiences using social media to socialize? Are there people groups and cultures that either do not endorse or have no access to social media platforms? Consider these factors and incorporate a vast array of communication strategies such as text messaging, social media and radio broadcasts into your personal brand. Regardless of culture, everyone will appreciate a platform that gives them freedom to express their views so why not provide as much variety as possible. If you do choose to use a social media platform you can find information on how to do so effectively
When branding yourself for a multicultural audience, be as diverse as your audience but always remember to stay true to yourself and your own culture.

Do you regularly engage a multicultural audience? Did you find this helpful? Leave your insights below. We would like to hear more from you.