Personal Branding as an Expatriate in Austria

Abstract

The effect of living and working abroad can be a disorientating culture shock for many expatriates. Even moving between European countries where the geographic distance is relatively small, the sense of cultural dissonance can still be great. Furthermore, expatriates can often feel ambivalent about both their host country as well as their home nation, comparing the two endlessly and not feeling totally at home in either. Moving abroad creates an opportunity to build a new personal identity and brand. On arrival in a foreign country one often goes into survival mode during the initial weeks and months. Once this first storming phase has passed, the new reality becomes normalized and one has time to contemplate the nature of ones personal brand.

Accept and embrace the local culture. It would be rude to do otherwise, after all, you are a guest in a foreign land. Take inspiration from the new input which surrounds you a new way of looking at the world and take the opportunity to develop yourself further as an individual.