TopRank Online Marketing

Lee Odden

The Power of We: How to Build Personal & Corporate Brand Thought Leadership Through Social Content

Lee Odden on Feb 4th, 2013     Brand Management, Online Marketing
Mari Smith & Lee Odden

Mari Smith exemplifies personal brand through social content

Building personal brand online is easier than ever. It’s also underrated and misunderstood by many companies trying make sense of where personal and brand social media engagement fit in the marketing and communications mix.

For myself, blogging, speaking and becoming an author have been less about becoming a “brandividual” than to serve as a proxy to the consulting that TopRank Online Marketing offers.  This approach has served us well, resulting in creating awareness internationally and keeping customer acquisition costs extremely low.

Alternatively, many companies focus solely on brand promotion without any real people behind those social media interactions.  This generic brand approach often finds social content efforts lacking. Engagement tends to be low, attention spent by the community superficial and the momentum of community growth is elusive.

Lee Odden

Brandividualism: Dilemma or Opportunity?

Lee Odden on Feb 22nd, 2010     Online Marketing, Social Media

Many business owners and managers are perplexed by the social web. The effect of customer participation with social media on brands is undeniable. The effect of employee participation with social media can be a bit of a quandary.  The range of acceptance for social web activity runs the gamut from IT blocking all internet connections to sites like Twitter and Facebook to the expectation that every employee spend work and personal time as social media brand ambassadors.

Being social on the web isn’t natural for everyone and certainly not for every company. Once people and companies “get it” and develop processes, listening programs and overall strategy, social media policies tend to lighten up and move towards being productive vs limiting.

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