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Balancing Brand Identity and Personal Identity Borat Vs. Kazakhstan Balancing Brand Identity and Personal Identity
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Balancing Brand Identity and Personal Identity
 
 If we never forget the fact that social media is social, then the only way to address this is to see how we would have reacted, if it was done offline. Would it be appropriate for an employee to be seen in public using a competing product? Or what is the line to draw when they meet clients at the local bar. The only difference between online and offline is the capacity of online throwing these conundrums out in the open in a wider way.So in conclusion, the same old rules apply to social media - but you have to take extra care with the online bits. 
Jui Hong Teoh, Managing Director, BRANDTHINK Malaysia - www.brandthinkasia.com - July 5, 2009
 
 i think the concept of brand identitities for the person raising this debate is misplaced - a brands identity does not depend on all the chats and twitters and social networking- a brands identity is the core infrastructure and is based on a set of values these form the foundation on which commincation is built - takling up or talking down a brand is tactical and if some brands are looking inwards i guess its time for them to do some soul searching rather than communicate fragile differentiation - employees who are calling clients and talking to do them better have some thing meaning ful to talk - as a consumer you dont befriend a mysterious salesman looks it like we live in desperate times and therfore the employees who are told to twitter or friend clients better have their brand facts and storylines in place plus the packaging which the verabal and the non verbal cues if you have a very aggresive personality you are done ! you will kill the brand before the company kills you 
shankar, head of marketing, falcom - July 6, 2009
 
 Next thing you guys will be condoning is the thought police.

Opening ambit misses the point. Social media firmly places some ownership of the brands back into the hands of the consumers - and indeed employees. As a result, it will be a true test of how much buy-in a brand really has.

Viewed another way, it's a huge opportunity for those brands who really do have enduring values to demonstrate as much.

What's great is that social media will likely reveal what the brands are truly made of both on and off the playing field.

So my two cents is "Hurray! Some truly refreshing transparency at last!" 
Rebecca Roderick, Research Consultant, [incontext]research - July 6, 2009
 
 Isn't it a bit unfair to expect that an employee will identify strongly with the brand/s that his/her company is marketing. Surely they have not joined the company because they were in love with the brands!
However it is true that most take pride in one's company's brands and will not crticise it in public. But if they are expressing their affinity for a competing brand on a social network, they are doing so as individuals and in my view they have the freedom to do so. I find that at least 'real and honest' (if not completely desirable) than those who are constantly making a statement about how madly they are in love with their company's brand.....somewhere that looks like sycophansy to me. 
sandeep dutta - July 6, 2009
 
 I think this is a topic worthy of exploration and discussion. The openness of communications does raise interesting questions. Employees are employees by choice and as such the company has no rights to what the person does off company time. That said, employees should realize that even off the clock they need to act responsibly if not for the sake of the company then for their own personal brand. If you friend a client on Facebook and then proceed to sing the praises of your competitor, what does that say about your own ethics and integrity? In my mind it is equally as bad as trashing a competitor. If you're doing it on company equipment or time then it's a definite foul call in my opinion. 
Karen Swim, CEO, Words For Hire - July 6, 2009
 
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