Social media is a channel. While a social brand is a way to be. Think about it as a cultural shift in the way you live your brand online and offline–as a business strategy (how do we deliver our customer service? or how do we develop new products/services?), as a people strategy (how do we find great talent? how do we train them and empower them to live our brand?), and as a communications strategy (how do we find new customers or audiences, what are they saying and how do we engage with them online?).

The line between your offline and online brand may be well segmented in your business internally (between departments and roles), but from a customer’s point of view they are non-existent. You are your brand no matter where they find you or interact with you. So, in other words, be the same brand you are on your website or Twitter that you are on the phone and on your product packaging.

Check back often for more on how to build and manage a social brand.

–Jen Travis

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“That’s what branding is all about – building sincere human brands – which we all instantly can relate to.” This is something I just read on Branding Strategy Insider that summed up something I have been thinking about a lot lately: the idea that branding isn’t about spin, but about honestly being who you are and owning that through everything you do, whether you are a company or just a person looking for a job. This makes you real and someone people can relate to–which often translates to loyalty because people know they can trust you. In this social landscape, you can’t get away with being someone you’re not for long. There are many waiting to call you out. So, make sure you’re marketing is a true reflection of who you are so you end up on the positive end of that powerful machine we call word of mouth.

–Jen Travis

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