In the age of social media, governing and protecting your brand can be difficult.
Usually, to protect against inconsistent communication of your brand, companies create guidelines developed to help ensure everyone in the company as well as external vendors produce content (printed or online) that adheres to established rules around imagery and voice.
However, social media and the new ways it allows companies and their representatives to interact with audiences can make control of a brand identity difficult.
Just like traditional guidelines, it is necessary to implement social media guidelines and governance, which define the roles of representatives and how they interact through social channels, including ways to mitigate risk and how to manage a crisis.
For more information, read “Governing Brand Identity in the Age of Social Media.”