Global Messaging

Last week, I spoke at a TED Fellows event in New Orleans about Global Branding.  I asked those in the room what universal message they were "speaking."  This brought a lot of thinking, sharing, and buzz among the group - rightfully so!  

When you give your brand a voice in an interview, speaking engagement, article, blog, etc. it goes global.  It is online for anyone, anywhere to see.  No matter where they live, you want them to understand it.  Today, global IS local and if you are not paying attention how your message will play around the world, you've missed an opportunity for branding. 

There are two keys to this.  First, use simple metaphors, visual storytelling, and applicable examples.  Begin with the end in mind.  How do you want your message to be received?  Think it through, don't "wing it." 

Second is to consider that non-verbal language is global.  When you stand in front of a room, we all KNOW what fear looks like.  Indecision, doubt in your product, self-centerdness, etc. are big clues externally about what is happening internally.  This interpretation will either enhance what you are saying in a positive way, or the "audience" will quickly move to form their own story of your brand...and it isn't the story you WANT them to hear. 

As audience members, we see through it.  We've been exposed to enough to see insincerity from across a room.  Be real, be authentic, and be externally focused for your brand to received in the most positive light.