In this installment we review the various aspects and formalities of bringing a brand alive, truly alive in social media. Everything begins with establishing the rules of engagement in order to define the boundaries, context, and objectives for conversations. Guidelines such as “don’t be stupid,” “use common sense,” “stay positive,” are not the most useful approach to steering representatives or consumer experiences.
While brands now possess a brand style guide, many have yet to adapt it to the social Web. In chapter 12 of Engage, I introduce “The Brand Reflection Cycle,”an exercise inspired by personality cycles used in psychology. This is intended to help brand managers design the persona, voice, characteristics, and “soul” of the brand within these very human networks. These attributes are then embodied by those on the front lines of social networks to personify the brand and reinforce intended qualities.
This series was filmed at the new video studio at KickLabs SF where I spend time as an entrepreneur in residence.