Digital Media for Personal and Business Branding

A wall of photographed pictures and pictures with Kathleen and her sports-industry clients in the Sports Media Challenge office in Charlotte, NC. Photo Credit: Zuri Ward In the digital age, the use of social media and other digital tools is almost necessary for building a business or personal brand. Maximizing on a current audience or fan base, providing the general public with information about a brand and maintaining that brand’s culture or reputation almost completely depend on implementing some form of digital element.

When it comes to developing a personal brand, social media is important for individuals of any industry or profession. Professional networks like LinkedIn has made it easy for individuals to show off their skills, experience, and expertise.  Whether a person is a music artist or graphic artist, these types of sites can help build a professional or personal brand.

South Carolina-based music artist, Willie Winns Jr. uses social networking sites like Facebook and Twitter and mobile marketing to engage with his fan base on a regular basis. “ I wake up and the first thing I do is check my phone then log onto the Internet, so I figure others do as well.”

Winns has part one in the pocket. In “Two Birds, One Stone: Building Professional and Company Brands,” Mike Sweeny notes that showing up is half the battle. However, it’s not just enough to tweet and post aimlessly. The old term, “content is king” holds true in the social media realm as well.

While the nature of the content depends on the audience, it is necessary that companies and individuals post information that is useful to their audience. For example, a local arts and crafts shop may share DIY projects and instruction videos their customers can find online, while an individual trying to sell his promote his personal training services might share an article about the positive psychological effects of working out with a partner.

View the image below for ideas on how to engage effectively with an audience using social media for branding, and provide useful and relevant information to users.

3SMSteps title=


In a time where people often jump ship for the next best thing, Winns still feels strongly about maintaining a brand offline. “The same adds and fliers I display online, I have posted in any local store or gas station that will allow it,” Winns says. “Not everyone is on the Internet all of the time, so working both is essential.”

Yet again, based on a May 9th article posted on, Winns may just be on the right path. “10 Expert Tips To Social Media Success,” an article that includes 10 tips for social media strategy from professional social media campaign manager. The 9th tip, “supplement your social strategy with traditional marketing,” basically states that social media is simply not enough.

Social media expert, John Leo Webber of Geek Powered Studios suggest that individuals draft traditional press releases and send them to news and radio outlets, as well as online distributors like PR Web. It doesn’t have to stop there. Artists who are looking to promote their latest project or an upcoming event might include a QR code on their flier or album cover.

QR codes are also useful tools for job seekers or individuals looking to brand themselves. Handing someone a business card could link him or her to an online portfolio or digital resume.

James “Hoot” Gibson has worked as a salesman at Bobby Murray Chevrolet in Raleigh, North Carolina for over 20 years.  A long-time fan of new and emerging technology, Gibson has made constant strides to keep his business in line with the changing trends.

Gibson maintains a website,, separate from the main Bobby Murray Chevrolet website. With such an extensive work history, many of Gibson’s customers come as referrals or individuals simply looking for another car. He tries to keep in contact with his past and customer and potential clients through his email and mobile marketing, special promotions and other good-faith gestures.

“I try to keep in contact with customers by sending advertising from time to time, and I’m also considering sending birthday notices or other special moments to them as well.”

Using text message and email blasts allows Gibson to share photos and other time sensitive information with his customers. He also adds that email can be used as a back up for keeping his records updated. “If the customer has moved from their physical address we can use the email address to contact them for updated information.”

Gibson believes that his business and personal brands are one in the same. “I would like to think that it allows me to be somewhat unique in my profession,” he adds.

Getting Involved

While Gibson can appreciate digital media, he is not that eager to go social. “I think that in some ways social media can have you in a position of venerability, to even your competitors,” says Gibson, “Being in this position is a risk that one takes, even with the strictest of attention given.”

This risk is one many businesses and individuals have to weigh constantly. In February 2013, Fast Company and Danielle Sacks published “Can You Hear Me Now,” an article that featured 23-year old Arielle Calderon, who is currently managing the Denny’s Twitter account.

Denny’s made a bold step by placing its brand in the hands of the recent Florida State University graduate and giving her the authority to engage with the public in order to build the company’s online presence. While the article chronicled one of Calderon’s success stories, Sacks warned that using social media for your brand could be dangerous as she recalled several “social media disasters” that had the potential to ruin several brands. Now lies the question: is social media more necessary than it is dangerous?

“7 ways artist misuse social media to promote their music,” outlines 7 common pitfalls artists experience when it comes to promoting their music online. With social media being so new to people, especially of past generations, lots of people struggle with how much information to share. Even individuals with goals that will put them in the public eye have to force themselves to engage with their audience online.

Singer/songwriter, Iyabo Lawal is currently living in Charlotte, North Carolina and working on her first album. Lawal, who goes by the stage name, Incognita is an engineer by trade and (until now) has to maintain a rather modest online presence. In the new podcast series, “The B Spot,” Lawal describes how she is now engaging with her fans online and how she plans to incorporate this with her brand offline.

[soundcloud url=”″ params=”” width=” 100%” height=”166″ iframe=”true” /]

On the second episode of “The B Spot,” Internet Marketing Strategist, Matt Harding shares tips to make DIY online reputation management a breeze.

[soundcloud url=”″ params=”” width=” 100%” height=”166″ iframe=”true” /]

He also notes that responsive web pages and mobile marketing are just as important and sending the right tweet or posting the right status. “Mobile is becoming more and more synonymous with web search.” In fact, the Google-produced video below says that 95% of smart phone activity is searching for local information.

Metrics and Management

Kathleen Hessert is the Founder and CEO of Buzz Mgr. and Sports Marketing Challenge.  She provides monitoring services for governments, inviduals and organizations in order to track what people are saying about a brand.

When introducing a brand, Hessert says that it is important to understand the community, even if it is simply a social media platform. Introducing a brand to the world is a lot like bringing a business to a new market.

“Find where people are talking, listen to what they’re saying and become a part of that community and add value to it before you try and extract from it,” says Hessert. “Then you earn the right to engage and lead those people in a social media sphere.”

Hessert’s team also provides crisis management services to help manage the reputation of her clients. Sometimes she faces the task of solving issues in the wake of scandal. “When there’s a crisis, go for the quick hemorrhage, not the slow bleed,” she says.

Other times, Hessert identifies potential problems and creates action plans for solving them if they ever arise. Although the task and clients sometimes differ, Hessert says reputation and crisis management follow the same procedures across the board.

“Whether there’s an individual athlete or a coach that’s under a cloud or whether there’s a corporation under a cloud or a country under a cloud, it makes no difference. Crisis management best practices are still the same.”

Sometimes issues can spread like wildfire and in the case of Hessert’s clients; the DIY PR won’t cut it. “Lets face it,” she says frankly. “Countries have fallen because of what social media has allowed those protestors and others to do in terms of amassing support.”

To hear more about how Hessert handles these issues and measures her success, tune into the third episode of “The B. Spot” below.

[soundcloud url=”″ params=”” width=” 100%” height=”166″ iframe=”true” /]

For more digital and social media branding tips, look out for more episodes of “The B Spot.” Also feel free to join the Facebook group,“Branding Tips For Creative Minds.”

Add a Blog


  1. Hello, I think your site might be having browser compatibility issues.
    When I look at your blog site in Ie, it looks fine but
    when opening in Internet Explorer, it has some overlapping.
    I just wanted to give you a quick heads up! Other then that, fantastic blog!

  2. Hello, i believe that i noticed you visited my weblog thus i got here to go back the favor?.I’m attempting to to find issues to enhance my website!I guess its ok to make use of a few of your ideas!!

  3. Great beat ! I wish to apprentice while you amend your web site, how could i subscribe for a blog web site? The account helped me a acceptable deal. I had been a little bit acquainted of this your broadcast offered bright clear idea

  4. Hello there, just became alert to your blog through Google, and located that it is really informative. I’m gonna be careful for brussels. I’ll be grateful in the event you proceed this in future. Numerous folks might be benefited from your writing. Cheers!

  5. I must thank you for the efforts you have put in writing this site. I’m hoping to see the same high-grade blog posts from you in the future as well. In fact, your creative writing abilities has inspired me to get my very own website now ;)

  6. Just want to say your article is as surprising. The clarity in your post is simply great and i can assume you are an expert on this subject. Fine with your permission allow me to grab your RSS feed to keep up to date with forthcoming post. Thanks a million and please keep up the enjoyable work.

  7. Thanks for your posting. One other thing is that if you are marketing your property alone, one of the difficulties you need to be aware of upfront is just how to deal with household inspection reviews. As a FSBO retailer, the key towards successfully shifting your property as well as saving money on real estate agent revenue is know-how. The more you recognize, the better your home sales effort might be. One area in which this is particularly vital is inspection reports.

  8. I’ve been browsing on-line greater than three hours today, but I never found any interesting article like yours. It is lovely price sufficient for me. In my view, if all site owners and bloggers made excellent content as you did, the web might be a lot more useful than ever before.

  9. Thanks for your article. One other thing is that if you are advertising your property all on your own, one of the problems you need to be cognizant of upfront is just how to deal with house inspection reviews. As a FSBO seller, the key to successfully moving your property as well as saving money with real estate agent commissions is understanding. The more you understand, the more stable your sales effort will likely be. One area exactly where this is particularly critical is information about home inspections.

  10. I’m really glad I have found this information. Today bloggers publish only about gossips and net and this is actually irritating. A good blog with exciting content, this is what I need. Thank you for keeping this web site, I’ll be visiting it. Do you do newsletters? Can not find it.

  11. Thanks for a marvelous posting! I truly enjoyed reading it, you may be a great author.I will be sure to bookmark your blog and will eventually come back in the foreseeable future. I want to encourage you to definitely continue your great work, have a nice weekend!

  12. Another thing I have really noticed is that often for many people, poor credit is the response to circumstances beyond their control. Such as they may be really saddled through an illness and because of this they have high bills for collections. It might be due to a work loss or maybe the inability to do the job. Sometimes divorce process can send the finances in a downward direction. Many thanks sharing your opinions on this web site.

  13. Do you mind if I quote a couple of your articles as long as I provide credit and sources back to your blog? My website is in the exact same niche as yours and my visitors would really benefit from some of the information you provide here. Please let me know if this ok with you. Cheers!

  14. Nice read. I just passed this onto a buddy who was doing some research on that. He just bought me lunch because I found it for him! So let me rephrase: Thanx for lunch!

  15. One more issue is that video gaming became one of the all-time most important forms of excitement for people of various age groups. Kids have fun with video games, and also adults do, too. The particular XBox 360 is probably the favorite video games systems for many who love to have hundreds of games available to them, in addition to who like to play live with some others all over the world. Many thanks for sharing your ideas.

  16. I am curious to find out what blog platform you happen to be working with? I’m having some small security problems with my latest blog and I’d like to find something more safe. Do you have any recommendations?

  17. Do you mind if I quote a few of your articles as long as I provide credit and sources back to your website? My website is in the very same area of interest as yours and my users would really benefit from a lot of the information you present here. Please let me know if this okay with you. Appreciate it!

  18. Thank you for another fantastic article. Where else could anybody get that type of information in such an ideal way of writing? I have a presentation next week, and I am on the look for such info.

  19. Hello! I could have sworn I’ve been to this blog before but after browsing through some of the post I realized it’s new to me. Anyhow, I’m definitely happy I found it and I’ll be bookmarking and checking back frequently!

  20. I’m not that much of a internet reader to be honest but your blogs really nice, keep it up! I’ll go ahead and bookmark your website to come back later on. All the best

  21. Thanks for the ideas you have provided here. Furthermore, I believe there are some factors that keep your auto insurance premium all the way down. One is, to think about buying cars that are inside the good list of car insurance businesses. Cars which have been expensive will be more at risk of being lost. Aside from that insurance coverage is also based on the value of your automobile, so the higher priced it is, then the higher your premium you pay.

  22. Hello there. I found your website by means of Google whilst searching for a comparable topic, your website got here up. It appears great. I’ve bookmarked it in my google bookmarks to visit later.

  23. I have not checked in here for some time since I thought it was getting boring, but the last handful of posts are really good quality so I guess I will add you back to my everyday bloglist. You deserve it my friend. :)

  24. Hi there! This is my first comment here so I just wanted to give a quick shout out and say I truly enjoy reading your articles. Can you recommend any other blogs/websites/forums that go over the same subjects? Thanks for your time!

  25. Great write-up. I am a regular visitor of your site and appreciate you taking the time to maintain the excellent site. I will be a regular visitor for a really long time.

  26. Thanks for the sensible critique. Me & my neighbor were just preparing to do some research on this. We got a grab a book from our area library but I think I learned more clear from this post. I am very glad to see such great information being shared freely out there.

  27. I used to be very pleased to find this net-site.I needed to thanks to your time for this wonderful read!! I definitely enjoying every little little bit of it and I have you bookmarked to check out new stuff you blog post.

  28. Good blog! I really love how it is easy on my eyes it is. I’m wondering how I might be notified when a new post has been made. I have subscribed to your RSS feed which may do the trick? Have a great day!


Please enter your comment!
Please enter your name here