Building Your Brand Ethically: More Than Just the Four Essentials
I came across an insightful article from Entrepreneur.com, "The 4 Essentials to Building Your Brand on Social Media." It outlines these key strategies:
Choose networks that support your brand image.
Provide valuable and shareable content.
Leverage Influencers.
Use social campaigns to promote content.
While these are excellent starting points, I want to step back and ask a more fundamental question: What exactly is a brand?
You Are Your Brand
My answer is simple, yet profound: YOU!
You might wonder, "How can a person be a brand?" Well, tell me, how can they not be? Consider Stephen King. Is he a brand? Absolutely. Do you read his books? Yes. Do you buy his books specifically because he wrote them? Yes. If your answer is yes, then you are influenced by him, and by extension, by the brand of Stephen King.
This is just one powerful example of how a personal brand can attract an audience and generate immense success.
The Enduring Power of a Name: The McDonald's Story
Let's look at another example of branding's enduring power: McDonald's. The business began in 1940 as a BBQ restaurant run by Richard and Maurice McDonald. In 1948, they shifted to a hamburger stand. However, it wasn't until 1955, when businessman Ray Kroc joined, that the business truly revolutionized into the global phenomenon we know today. If you've never read Ray Kroc's autobiography, Grinding It Out: The Making of McDonald's, I highly recommend it.
Kroc, already integral to the franchising business, witnessed the company's meteoric growth, with McDonald's selling its 100 millionth hamburger by 1958. More importantly, Kroc understood the immense value of the name. He knew that changing such a recognizable name could cost him everything. So, in 1961, he bought the rights to the McDonald's name.
This illustrates the immense power of self-branding—how a name can come to represent the essence and legacy of its founders, driving continued recognition and loyalty.
Beyond the Four Essentials: The Fifth Element of Ethical Branding
Now, let's revisit those four essentials for building your brand, especially when done ethically. We know that social media channels like Facebook, Twitter, Pinterest, LinkedIn, and YouTube offer the largest audience reach. We also understand the critical need for engaging content to capture your audience's interest.
When it comes to leveraging influencers, simply acknowledging them by retweeting or sharing their content can often lead to them reciprocating, fostering valuable connections. Finally, remember to create focused social media campaigns with clear objectives and timeframes to target your specific audience. These four essentials are, in many ways, just "good common sense" in the digital sphere.
However, I believe there's a crucial fifth essential that ties directly into the ethical aspect: BE LIKABLE.
This is where ethics truly kick in. People don't want to follow or engage with individuals who disrespect their audience. They want to feel embraced, like part of a family. This means actively listening to your audience—and never stopping. Listening is key to winning, as it allows you to continuously deliver new and relevant messages.
People want to connect with you. They want to relate to your experiences. Therefore, you must be honest and genuine. Your audience needs to know they can count on you for the truth, and only the truth. Even if it's difficult, share information that can genuinely help others. More importantly, let your audience see your genuine excitement for your work. When they see your passion, they'll share that excitement with you. As Social Media Examiner highlights, being kind, courteous, and treating others as you wish to be treated are fundamental. Ultimately, honesty is all you ever need when communicating your message to your audience.
We all seek encouragement and hope. Be the person who provides exactly what they need by actively listening and consistently sharing. This is one of the most effective ways people will remember you, setting you firmly on the path to building your brand ethically.
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