Imagine a pair of unmarked, generic athletic shoes. Who do you see wearing these shoes? Your grandpa, a delivery person or uniformed medical staff? Now imagine the same pair with a swoosh on the side. Now who do you envision lacing up these shoes? Most likely someone who wants to make a statement; who is conscious of the brand and its value.
Consistent branding has always been inmportant in traditional and non-traditional marketing, and the same principles apply in the social media realm. Brian Solis, principal of FutureWorks and author of Engage, outlines the 8 Steps to Creating a Brand Persona:
1. Core Values
2. Brand Pillars
5. Brand Characteristics
Full article via The Social-Media Style Guide – Advertising Age – Guest Columnists.