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Who's brand are you building?Social media 894 views
If you self-publish, whether on a blog, a Youtube channel, on Twitter or even books and ebooks, then who owns the brand that you're building? You, or the organisation you're associated with?
It's a difficult question to answer without a specific context, but I'd like to offer a few guiding principles that might help protect both the individual and their organisation. As always, I'd welcome any feedback to help refine these...
For the individual
- Don't mention the organisation you are associated with anywhere on your personally published materials
- Put a disclaimer on your materials along the lines of:
Disclaimer: The contents of this website do not necessarily reflect the opinions of my employer nor any other organisation with which I am associated.
- Don't publish anything that is going to cause any embarrassment to your organisation. If in doubt - ask before publishing. It's very hard to retract things.
For the organisation
- Use more than one author on your blog, Twitter account etc
- Don't use an individual's name on your blog/Twitter account unless you have a clear agreement with the individual that they will lose control of these accounts if they move to a different organisation. This is especially true for public systems like Twitter.
- Have a clear distinction between personal publishing and corporate publishing, with policies that release individuals to publish, whilst protecting the organisation.