Jason Le is a digital marketing expert and recipient of the prestigious Nick Xynias Multicultural Young Business Person of the Year 2024 title. In this piece, he shares how to use your multicultural identity within your marketing strategy to set you apart as a business owner.
The most successful businesses today are built on connection. For multicultural entrepreneurs, your story is your superpower – it’s what sets you apart and creates real emotional ties with your audience.
Let’s break down how to leverage your story and build your personal brand to dominate 2025.
1. Your story is your edge
Often we feel we need to keep our personal lives separate from our business persona but actually today the opposite is true. Your story shouldn’t be hidden and nor is it just background – it’s your brand. Share the challenges, wins, and lessons that shaped your business.
So many successful people today came from a life of poverty or were refugees. There is no need to be ashamed of your personal background; be proud, because this is your story that brought you to the place you are today. Many others can relate. When people connect with your journey, they’ll connect with your brand.
Your multicultural background and lived experiences are assets. They create authenticity, differentiation, and a deeper connection with your audience. We celebrate our differences and appreciate the fact we are not all the same. Lean into what makes your story unique.
Show how your cultural principles influence your decisions and drive your business. This may be centred around your ‘why’ or perhaps your cultural background brings suggestions to ‘how’ business is done.
2. Be real on social media
Use platforms like TikTok and Instagram to amplify your content and show the real you. Show the messy parts, the small wins, and the real people running the show. Here are some ideas:
Share your “why” honestly: Talk about why you started your business without sugarcoating it. Maybe it was born out of necessity, a passion project, or even a leap of faith during uncertain times. People connect with real stories, not polished narratives.
Highlight real challenges: Share the struggles you faced, whether it’s navigating a new country, learning the ropes of entrepreneurship, or overcoming cultural barriers. Authenticity comes from showing the hard parts, not just the victories.
Celebrate milestones that matter to you: Talk about the small wins that brought you joy, like landing your first client or seeing your family support your vision. These genuine moments resonate more than overly grandiose achievements.
Show the journey, not just the destination: Share what it felt like to take risks, make mistakes, and learn along the way. For example, talk about the lessons you learned when things didn’t go as planned, and how those moments shaped your business today.
Be honest about your purpose: Instead of framing your purpose in buzzwords, express it in a way that feels true to you. If you started your business to support your community, provide for your family, or preserve a tradition, let that story shine through.
Speak in your own voice: Write or speak as you would to a friend – not like you’re delivering a speech. Avoid overly polished language or trying to sound bigger than you are. People appreciate vulnerability and sincerity.
Engage with your culture and roots: If your cultural background is a big part of your story, celebrate it openly. Share how it influences your business practices, values, or the way you connect with your customers. Authenticity is about embracing who you are, not who you think you should be.
Conclusion
2025 is all about authenticity, connection, and leveraging your unique story. Your multicultural background isn’t just part of your personal identity – it’s a massive advantage. Your multicultural identity and story should be brought into the business realm, and allow it to set you apart. Combine that with a strong digital presence and a consistent personal brand, and you’ll create a business that resonates and thrives.
It’s time to own your story, step into the spotlight, and make 2025 your breakout year.
