Do you have multiple business personality disorder?
Whether you were an early adopter of social media or you’ve just jumped into the fray – managing the balance between your personal brand, business brand your blog or any other branded aspect of your business can turn into a confusing state of brand proliferation and ultimately brand confusion.
When it comes to building your brand across platforms, here are a few tips to help you keep your brands straight and strong.
- Own your name.? The first thing you must do is to own your name as a domain and Twitter ID, Facebook and LinkedIn profiles. Regardless of what happens to the companies you work for or own, you will still be you and you’ll want to have a permanent home for your brand.
- Start adding brand names.? When you create a company, blog, product or service with a brand, you’ll immediately want to secure those social media profiles as well. The people you build relationships with as followers actually bring asset value to your brand. Owning the social media profiles for those names allows you to actually sell those along with your company if you choose to.
- Put a face to your brand.? When you launch a company, blog or brand you might wonder whether you should be the face behind the brand or if you should have the brand speak for itself. As usual the answer is a little bit of both. For practical reasons, you should feel free to be the face behind the brand. In the world of online marketing, we love real people and having a real person behind the brand is a good idea. As you brand grows in popularity and you take on employees you can expand the face of the brand to include a bigger and broader community.
- Keep connections alive.? A great example of this is Guy Kawasaki; who has a popular personal brand as the evangelist for Apple as well as an author and venture capitalist behind a variety of companies. Guy Kawasaki fluidly moves across all platforms and brands using his name as his personal brand, yet he continues the connection between himself and Alltop.
- Carefully manage the messages.? Be clear about the tone for each of your brands. Your personal accounts can be more personal and casual, your business accounts can be dedicated to sharing trends and information that your market is interested in. There’s nothing wrong at all with personalizing your business- but always be sure to manage the audience and the message.
- Connect across platforms.? It’s important to connect your brand across platforms. This means moving your audience from Facebook to Twitter to LinkedIn and back again. Engage your audiences where they participate. This is even more true for industrial B2B brands. As individual consumers, your market is online – don’t assume that they aren’t just because they work for a B2B organization.
- Toggle between online and offline.? There is something so powerful in moving conversations from online to offline and offline to online. If you only have a brand presence online and NOT offline — you’ll experience a sort of disconnect. When you integrate your online and offline conversations – you increase the powerful opportunities that are available for you and your business.