For me a brand is built whether you do the building or not.....because a brand is the perception which is created in the marketplace. A well thought of brand is built through consistently delivering more than you promise and consistently living the values even when the decision is hard to take...
So the brand is the 'body' ....it is the perception created by all the 'organs' of your organisation. From marketing to customer service, from sales to invoicing, from delivery to manufacture. Social media can be the heartbeat to that brand...
If you think about your heart it literally is the heart of what you do...it consistently repeats the same task, day in day out, providing the energy for all other activities. Social media can be like that....if
- You don't treat it as a special activity, just a part of what you do....it is your brand personality showing each day, expressing the values that create your brand.
- You keep it healthy by working on providing the content that your consumers need, by feeding it with ideas, by drinking in the feedback and responding.
- You keep measuring its health by monitoring its performance.
- You learn to value it as a healthy expression of the brand and not just a task to complete when you have a spare 5 minutes.