To assess the authenticity of your brand, evaluate the ABC’s of your online marketing messages and activities. By examining the who, what and why of your online brand you will ensure your brand is credible and true to your organizational mission and vision.
Part III: The Why of Your Brand Online? Review the core Why ABC’s to evaluate and asses if the reason, the Why of your online activities, is executed in alignment with your mission and vision:
Anchors: What is your online personality? Does
it stay true to your organizational values and culture?
Brand: Does your brand talk
about brand benefits as they relate to consumer needs?
Communications: Do your online efforts such as e-mail,
blogging, and tweets clearly address challenges in a language clients
Once you have identified the ABC’s of the who, what and why of your online brand you will have the knowledge to target your audience with messages that speak to the core of your shared values. And remember: The who and the what will always follow your why!