Your Brand Online and Offline
How would you describe your brand?
You may have chosen one or all of these words: adaptable, brave, bright, calm, capable, charming, cheeky, courageous, credible, cultured, discreet, dynamic, professional. There are lots to choose from? Most brand books I’ve read are 20+ pages.
Let’s think of Wendy’s for example, here’s an excerpt from their site:
Dave Thomas founded Wendy's with a vision of serving up a quick meal without cutting any corners. As we continue to grow, we'll always be sure to keep Dave's traditions and legacy in mind. By partnering with the best suppliers in the business, we're able to serve up fresh, Deliciously Different® food every day. But Wendy's is about more than just food. By supporting our employees, we continue to feel like a true family business.
So, when you see this Tweet from Wendy’s, what happens? Surely that’s not on brand?
You may have a very serious brand book filled with lots of ambitions but every single tweet, post and comment cannot possibly convey every pillar of your brand. Your brand on social can only be a small aspect of a larger vision. Don’t try to be everything all of the time. Of course, when you walk into’s Wendy’s they don’t say, “Hi, welcome to Wendy’s, nice shirt, I didn’t realise you just got here from 1996.” That’d be a disaster but on social you can get away with it.