Four Reasons Your Brand Should Be Social

Brian Sooy • Mar 29, 2017

All media is social media. Community exists whether you're trying to build one or not, your role is to nurture it. Your social network is already everywhere you visit, speak, and listen.

There is continuing belief in well-intentioned but unfounded faith in social media as the cure-all for the lack of design discipline.

Social media is a popular topic of discussion at every conference that seeks to educate marketers.

Technology and social networks will never completely replace personal interaction, one-to-one relationships, and authentic community. As in personal relationships, you can’t be social without knowing your audience.

Knowing your audience requires empathy and understanding.

All media is social media. Community exists whether you're trying to build one or not, your role is to nurture it. Your social network is already everywhere you visit, speak, and listen.

There are four key reasons why you should develop the social side of your culture of communications:

  1. For purpose —To intentionally develop strategic relationships and a relationships with customers to support your mission. Reciprocate by helping people realize their goals and aspirations
  2. To inspire —To motivate your team, consumers, and stakeholders
  3. For community—To build and steward authentic relationships. The raving fans, brand ambassadors, and brand believers are people with goals and dreams—more than customers or supporters
  4. To aspire —to become known and familiar as an influential voice of visionary and courageous leadership

Intentional Relationships

Half of being social is listening: listen to your customers; interview your sales team. Get your marketing team involved in customer conversations as often as possible.

Inspire by Example

Be consistent and coherent with marketing and design-driven communication. Think of every aspect of your communications as an integrated platform designed to communicate why, how, and what you do.

Through your consistent example, your customers will hear your story, understand your messages, and become part of your brand story.


Join the movement of business leaders who invite people into their brand story through words that sell.

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Create Platforms for Community

Know where your audience is listening: There may be more relevant platforms than Facebook or Twitter through which to share your message and engage consumers. 

Seek out opportunities for opinion columns, editorial opportunities, and sharing expert insight that can be published in business journals and blogs.

Have conversations. Publish a blog, participate in podcasting. Be an advocate who listens as much as you talk.

Understand Your Audience’s Goals

Know your audience to make them part of your mission. At any time, you will have multiple audiences who perceive your cause as meaningful, but who have different ideas of what it means to them.

Speak your audience’s language: avoid using acronyms of any kind; always use words that communicate with clarity to the audience you are trying to reach.

Repeat after me: “Your acronyms mean nothing to me.”

As Stephen Covey states: “Seek first to understand (how to communicate with your audience), and then seek to be understood.”

Resolve to Be Social

Mission-driven design recognizes the ultimate objective is to cultivate and acquire customers by engaging people and building relationships that drive long-term revenue and growth.

Brand ambassadors recognize that every interaction is an opportunity to build relationships.

The work your company does is meaningful, relevant, and important. To be social is to build a foundation of influence through integrated, intentional communications.

Weave them into every facet of your organization as you adapt and change to make your vision a reality.


Do you have a hard time explaining what your company does or why your brand matters to people?

If you struggle to grow your business, you’re not alone. Aespire can help you create a clear message and brand that helps you grow your business. Contact us today for a consultation with a StoryBrand Certified Marketing Guide.


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