It’s a vital question for you to consider. As an employee, as a business owner, who or what is it that you represent when you share information through social channels? Are you you, are you your business, or are you your brand?
What does it mean to act as your business or to communicate as your brand? A single scroll through your Twitter feed, your blog articles or your Linkedin updates. You’ll find out what or who you represent. Let’s explore the difference.
By definition, your business is : ‘a person’s regular occupation, profession, or trade’. Your brand is ‘a particular identity or image regarded as an asset’. Your business is what you do. Where something takes place. Your brand is what you represent. Something of value.
When you speak as your business your message is about you.
The awards you’re nominated for.
The recruits you’ve hired.
The premises you’ve moved into.
The contract you’ve just signed.
The product you’ve just launched.
The service you’ve added to your portfolio.
You take away your individual persona and speak as a commodity. Information that may be of interest to your suppliers (recruitment consultants, commercial property agents, distributors). Superlatives that you believe will bolster consumer opinion of your business. Your trade. But, actually matters very little. To me.
When you speak as your brand your message is about me.
How the craft of your business makes me feel.
The community your craft makes me feel part of.
The method by which your craft makes my day better.
The way your craft helps me to feel like a better person.
The movement that your craft allows me to be a part of.
The purpose your craft fulfils for me.
When you represent your craft you focus on what truly matters. Your craft is that element that you control. That element that builds your identity. Your brand.
Do you provide a trade, or do you offer me your craft?
Consider foremost how your message is heard, not what it is that you’re saying.
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