Brands who nurture and encourage employee personal brands,
people passionate about their business who develop their own loyal audiences,
who create content and engage on topics relevant to the company brand,
those people create unique and powerful relational connections for those brands, connections that may not have happened any other way.
Read the post below I wrote for to find out why PBRs (Personal Brand Representatives) are so powerful, and what they could do for your business.
The Ideal: The company brand is well-represented by a stable of powerful and beloved people.
is a great example in our industry: and more.
The Reality for many brands though, is that they are not quite ready for the full-blown PBR strategy. Even launching one PBR may be difficult.
For that reason in the weeks and months ahead I'm going to be creating a content series that gives brands the incremental steps to get from Reality to the Ideal.
And BTW, not all brands need to go all the way to "Ideal." There will be actionable material for everyone in this series.
Watch this space!
It is my hope that navigating the transition to social media, where consumers can and do interact directly, the company's internal culture might also benefit, since this reflects some considerable social shifts at present.
Now I wish I'd considered this conversation more carefully. But as the 21st century unfolds and business has to adapt to the shifting social circumstances, there are considerable benefits to be had by embracing social media and the feedback that can enable.