A brand is a company’s essence.
In addition to a logo, a color scheme and a tagline, a brand represents what people think and feel about a company. It contains the aggregate sentiment, values and goodwill that a company builds up over its lifetime and should be considered central to any marketing efforts.
The rise of LinkedIn and Twitter poses a new challenge for brand managers and marketers. Because all Twitter profiles and many parts of LinkedIn profiles are public, an employee’s online presence now represents a further extension of your brand - one that puts a human face (or faces) to it. Anywhere online where your employees list and speak about who they are while at the same time associating themselves with their company is now crucial to branding efforts.
Simply put, it’s bad business to disregard the LinkedIn and Twitter profiles of your employees. It’s also presents a new challenge because unlike most company branding efforts, your employees’ online presences combine who they are and what they do with the company’s brand.
For those new to the digital world this might sound like an overwhelming issue. How can a company, in addition to managing its own branding efforts, manage its employees’ online brands as well?
The short answer is that it can’t be fully controlled. But it does give the company an incredible opportunity to extend their brand reach and amplify their marketing efforts if their employees present a positive, knowledgeable and professional presence on these social networks.
Think about it - you have the opportunity to add the total size of your employees’ personal and professional networks to your company’s existing brand reach.
For all the CEOs, branding and marketing directors - make sure you help your employees understand how to best represent themselves on Twitter and LinkedIn using complete profiles, recent photos and intelligent profile updates - because your brand is now controlled by their brand.
Want to improve your employee brand awareness? Contact us at www.getelevate.com.