Build your online brand

Three ways to build an online identity:

1. Identify the purpose. Beyond making money, why does your enterprise exist? Your reason for being must excite customers and employees. Bill Gates was clear on Microsoft’s purpose in 1977 when he said: “Put a computer on every desk and in every home.”

2. Clarify the value. Can your organization explain the value it provides in one sentence? One career-training firm uses the motto, “We believe in delivering a Return On Education.” Its value proposition is “We Build Careers.”

3. Understand emotions. In Descartes’ Error, neuroscientist Antonio Damasio writes, “We are not thinking machines that feel; rather, feeling machines that think.” Emotions play a role in every decision. Is a company selling candles or romance? Financial services or security? The emotional proposition affects how you describe your services, pick colors for your brand, and even decide what you wear to meet customers.

— Adapted from Digital Selling, Grant Leboff, Kogan Page.

HR Memos D