Brands have never been all that easy to define. In fact, its often easier to say what a brand isn’t: it isn’t your product, it isn’t your name, it isn’t your logo and it certainly isn’t what you decide it is. A brand, more importantly your brand, is how your customers perceive and experience you, your staff and your product. A good brand is one whose communications align with those perceptions and experiences.

How does social networking impact your brand? Social networking sites (SNSs) can actually make aligning your brand communications with your audience’s perceptions of you easier because SNSs give you the opportunity to listen. In the past, you’d have to do expensive research to find out as much about your target audience as you can now using blogs, searches and twitter.

And consider this; your brand is about your relationship with your consumers. Social networking is all about managing relationships. Ergo, you can manage your brand relationships through social networking. Just remember some things your mom tried to teach you when you were growing up:

• You’ve got two ears, and one mouth. Listen more, talk less. (Of course, online, you’ve got two eyes and 10 fingers, so you could argue this one, but you get the point.)
• Only speak when spoken to. Don’t jump into a conversation without some kind of an invitation, even if it is just hearing your name.
• Do onto others. If you think you’d be offended by the behavior your contemplating, don’t do it.
• Tell the truth. If you don’t, you’ll be found out.
• Speak from the heart. Even if you don’t get it right, at least you’ll feel good about what you did.

Oh – and say Thanks to your Mom for the social networking lessons!