The document discusses branding in the context of social media. It argues that a brand is defined not by its name, logo, or tagline, but rather by the promise of an experience embodied in a set of beliefs. Great brands clearly define this promise and live it consistently with conviction. When using social media, brands should "humanize" themselves by focusing on emotional connections rather than just rational value propositions. An undefined brand on social media can come across as inconsistent, unempathetic, and uninspired. The document advises brands to humanize themselves on social media by focusing on what they and their employees care about beyond just products, who represents them authentically, who their social audience cares about, and what remarkable

1. BRANDING IN THE
THANK YOU ECONOMY
JOHN KEEHLER

2. BRANDING AS DISCIPLINE

3. A BRAND
Image Source: Steve Corey!

4. A BRAND IS NOT...
A company name
A logo
A tagline
A campaign
A product
Image Source: Cartype.com

5. A BRAND IS A PROMISE
Promise of an experience
Embodied by a set of defined beliefs
Keep or break that promise
Image Source: Aidan Jones

6. Image Source: Steve Corey

7. GREAT BRANDS
Clearly defined brands flourish
Image Source: Nick Traveller

8. GREAT BRANDS
Live it consistently
Live it with conviction

9. WHAT BRANDING LOOKS LIKE
Rational
Unique value proposition
Emotional
Human characteristics
Image Source: Gauravonomics

10. BRANDING & SOCIAL

11. A NEW OPPORTUNITY
Begin the “humanization” of your business
Emotional side of the brand
Image Source: Eschipul

12. AN UNDEFINED BRAND IN
SOCIAL
Inconsistent
Absence of empathy
Uninspired
What do we talk about?
What do we do?
Image Source: Laverrue

13. SEA OF SAMENESS
Same issues, same approach
Image Source: PinkStock Photos

14. HUMANIZE YOUR BRAND

15. 1. WHAT DO YOU CARE ABOUT?
Beyond your product or service
What are your employees
passionate about?

16. 2. WHO REPRESENTS YOU?
It should be collaborative
Marketing, PR, customer service,
merchandising, agency
Only integrated group can make
things happen
Image Source: Simononly

17. 3. WHO DO YOU CARE ABOUT?
All your social connections are influencers
Relationship, not a transaction
Your best social connection may not be a
customer at all

18. 4. WHAT DO THEY CARE ABOUT?
Listen to your social audience
Let them help guide you

19. 5. WHAT COULD YOU DO?
Instead of thinking about what you could
say, think about what you could do for
them or with them
What would be remarkable?

22. THANK YOU
John Keehler
blog.clickhere.com
randomculture.com
@randomculture