Traditionally we set short term and long term goals for our business. Most books about business planning teach us to strategically plan our business and to devide our time horizon in 1 year, 3 years and 5 years or more. Our brand strategy, as part of our business strategy, therefor in many cases is updated every 3 years or so, or sooner in case of a crisis. With social media we now have the opportunity to change our brand every minute. This is already happening, sometimes for the good but unfortunately also for the bad as you can read in the many social media horror stories. Every online dialogue, every question answered on social media is an opportunity to create value for both the person in that dialogue as for the rest of the world when they follow that dialogue. That question is your one minute to brand yourself and your company. The 'social' in social media makes it even possible for your company to be perceived as a human. No hiding behind procedures and structure, but real life and real time value. Some companies will benefit from rules and a brand guide with clear guidelines. If you plan to keep your business the same for the upcoming years, your customers expect you to do so and there are no threats from the environment, it is wise to make a plan and to stick to it. With a rapidly changing business environment, crises, and fast developments I believe it is wise to introduce the one minute branding strategy. You and your colleagues create that brand every minute over and over again and in stead of planning it looking forward, look backwards and see how you are doing. When you had a great experience with someone who served you well in a shop, do you first remember that person or the company? Changing customer demands, suggestions and other customer related input is more likely to be integrated in your brand and business than when you stick to your own brand strategy and business. You learn to use the language of your customers and customers can easily identify with that. Use the same principles to evaluate your brand as you use to create that one minute brand. That is with dialogue. Use that one minute wisely, it can change your brand in an instant and it will stay on the web virtually´for ever´. This is already happening so be prepared and prepare your business for dialogue. Make a one minute brand that will last.
fascinerend hoe de wereld werkt, waarom het één lukt en het ander niet. Kun je privé en zakelijk scheiden? Hoe ver zijn we nog af van de ideale wereld? Wie kan ik helpen en wie helpt mij?