Anyone who has ever worked in corporate marketing, advertising, and branding is more than familiar with the finding of a brand “voice” – its font, style, color, language, placement, positioning, core value, promise, aspirations, culture, personalities and its characteristics etc.
As we are in the the era of the social web and ecosystem, to embody the purpose, engender affinity, and earn relationships based on trust and value, the brand requires a social refresh.
In a social context, people aren’t looking to earn friendships with avatars or logos, they are seeking the attention of the people who personify the brand and the corresponding values they represent.
It’s not just the brand personality that requires examination and establishment. The personality, tenor, and voice of the individuals representing the brand combined with a meaningful culture and mission, contribute to the overall brand experience all have to come together, whether it’s in social networks or the real world. Without a deliberate separation between the brand voice and personality and that of the person representing it, you are instantly at odds with your goals, purpose, and potential stature.
To get your brand engaging in the social media, you have to be transparency and authenticity, these two things must get done first, otherwise your brand campaign in the social media sites won’t get good results as you expected.
Below this infographic of social compass designed to guide us how to work out from the center outward. However, it can also impact how a business learns and adapts by reversing the process and listening to customers and influencers through each channel from the outside in.
For the definition of the social compass, according to Brian Solis:
“It serves as our value system when defining our program activities. It points a brand in a physical and experiential direction to genuinely and effectively connect with customers, peers, and influencers, where they interact and seek guidance online.”
You can see at the center of the compass is the brand; essentially, everything you do will revolve around it. And when you listen and hear what’s taking place in the conversational ecosystem, the compass works from the outside in, moving from the edge to the center. When you engage, you move from the center to the outside edge.