Be Your Own Best Brand Steward

The opportunity for your individual brand to grow in size, strength and become increasingly recognizable and more valuable to your intended audiences is dependent on the scope, reach, prominence, customer experience and value you create.  You alone must protect and be responsible for your brand.

To be successful in the business and social contexts in which you seek to have impact, the sweat equity you invest in owning your brand will directly correlate to your ability to build an engaged audience, active advocates and loyal influencers along the way.

To be considered a brand, a wide adoption must be in place in the target market; a brand is a social experience validated by other consumers. What makes a brand, then, is the implied agreement by the consumer that the product or service delivers the desired experience repeatedly, so that switching to another solution is not a consideration (unless under duress). A brand is a primary choice, and often a secondary choice may not even exist.  (Social Media Today)


  • 72% of all internet users are now active on social media. (Jeff Bullas)

  • Blogging increases web traffic by 55% for brands. (Rocket Post)

  • Articles with images get 94% more views than those without. (NewsCred)

  • 17% of marketers plan to increase podcasting efforts this year. (Forbes)

  • Videos on landing pages increase conversions by 86%. (Social Fresh)

Take Aways

  1. Experiment early and often to find your discipline, and social media is a 'must do.' Trial and error in what you write about, where you publish it and how you amplify your brand requires experimentation to get it right. Try different tactics and strategies to find your individual voice and audience and use common sense.

  2. Become an original content creator. Writing and sharing your insights in your own voice is key to developing an audience. Develop a frequency and cadence for developing your ideas and publishing where your audience can easily access your content. Mobile context is mandatory.

  3. Be an active listener with your eyes and your ears. Hone your value, uniqueness, content and approach by listening with your eyes and ears to competitors, your audience's comments and social sharing and the aspects of your brand that are effective, and do not work.

  4. Embrace video. Video is more engaging and compelling and the stats overwhelmingly point to the value of video and other types of media (imagery, infographics, SlideShare presentations, etc.). Consider trialing a blab to authentically present your ideas in your own voice and engage in a conversation with an interested audience.