Some Basic Branding “Don’ts”

Recent social media traffic has me feeling like some basic reminders are in order for companies who are using these channels.

Be your brand. Not something you saw on TMZ.

Don’t #1: Trendy Stuff
By the time you became aware of the Harlem Shake, it was already passé. That’s really swell that your CFO wanted to wear a gorilla suit. But you look like the most interesting thing you could find to say was to copy someone. Be your brand. Not something you saw on TMZ.

Don’t #2: Commenting Excessively on Social Topics
Your personal opinions are just that – yours and personal. Unless same sex marriage impacts your business in some way (for example, you’re a health care insurer and you have some cogent thoughts on the economic impacts of partner benefits) then leave it alone. While we appreciate socially aware companies, this needs to be part of a larger, well thought-out strategy. If you need guidance, watch Patagonia or Target. They both do it well. In fact, go read Yvon Chouinard’s excellent book Let My People Go Surfing if you want to build a socially conscious company. And, no, I won’t loan you my copy. It might be the best business book ever.

Don’t #3: Noise
Don’t have anything valuable to say? Then shut up. Your clients and followers are busy people – they follow you because you deliver value. When you don’t deliver value … well, you get the picture.

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