The Brand You Policy


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A start-up earns its trust and reputation based on how the people within the
start up present themselves to the world. Your company brand starts with your
personal brand. However many entrepreneurs and business leaders find that
they are so busy building their company that they do not have time to rub digital
shoulders within online networks. Oftentimes this job is outsourced to an agency,
intern, or young employee. This often leads to producing useless noise and poor

This session will guide you through how to set social media and community
policies that will attract the right members, create meaningful conversations, and
build a community of customers and evangelists.


1. Setting guidelines that make everyone look good

2. Identifying where you should spend your time

3. Creating an escalation plan for opportunities and threats.

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The Brand You Policy

  1. 1. The “Brand You” Policy Present by: Sherry Heyl @SherryHeyl
  2. 2. What is a Startup?
  3. 3. A startup is a temporary organization designedto search for a repeatable and scalable business model. Steve Blank
  4. 4. What are Some UniqueMarketing/Communication Challenges?• Unknown Brand• Need to Be Able to “Pivot” Often• Establish Trust• No Relationship Built on Past Experience
  5. 5. A startup earns it’s trust andreputation based on how the people within the startup present themselves to the world.
  6. 6. What is Your Most Important Asset? Passion!
  7. 7. Show Up and Shake Hands
  8. 8. Listen, Learn, and AppreciateNo business plan survives first contact with a customer Steve Blank
  9. 9. You need a business strategy, not a social media strategy. Jon Gatrell
  10. 10. Who Should Be The Voice of the Company?
  11. 11. Should You Talk About:• Your Kids?• Your Dog?• Your Cat?• Your Football Team?• Your Lunch?• POLITICS?
  12. 12. Social Media Guidelines are 50% established by social norms and 50% based on personal decisions.
  13. 13. Be Human, Be Divisive, But Don’t Be a Jerk
  14. 14. Where Should You Spend Your Time?
  15. 15. • Does your message belong in that community?• Is the way you communicate aligned with themedium?• Do you already have connections there?• Do you enjoy being there?
  16. 16. Recap• Your most important asset is your passion• Show up and shake hands• Listen, Learn, and Appreciate• Integrate Social Media into your Business Processes• Be true to yourself• Don’t be a jerk• Go to the right places
  17. 17. What else?• Be sure everyone on your team knows the privacysettings on any and every online tool they mightpossibly use.•People have opinions on politics, sports, and cutecats, brands don’t.•Provide and enforce brand guidelines.•Provide a content bank of ever green posts.•Make sure everyone knows the escalation planbased on roles and responsibilities.•Openly address everyone’s fears, concerns, andexpectations about social media.
  18. 18. Thank