Brands need a voice
In questioning whether corporate blogs make sense Richard Bailey highlights the dilemma facing marketing and public relations people as we try to understand how best to engage with social media. It’s not enough to simply say to a client that they need a blog, Facebook and MySpace profile and, ‘guess what, I can create those for you.’
The professional still asks the killer question: ‘what conversations do I need to have and with whom, if I’m to refine and deliver my business objectives?’
Only then can we discuss media, be that traditional, new or social. And more importantly the role of branding is as, if not more, important than ever. Rather than give up on developing a brand personality, the real challenge is develop brand credibility.
It may well be right for your brand to have a blog. But is that brand strong enough to pull it off?
To succeed with social media a brand needs to have a point of view to which its senior management, and others who speak for it, are bound by collective responsibility. Successfully developing that, and delivering it in a consistent style, can only strengthen a business’s sense of purpose and help deliver real world success.
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