In my experience, the more value you provide for your brand’s consumers, whether they’re social media followers or a clientele, the easier it is to organically build that brand. That value you provide varies depending on your brand; it could range from professional advice to emotional content (humor has worked best for me). However, avoid being vague and safe; controversy elicits attention. Don’t be afraid to speak your mind and subsequently engage your audience in a meaningful conversation–civil disagreement builds trust and conveys your brand’s integrity. Be bold enough to disagree with your audience; the risk of upsetting them is offset by the potential to enhance your brand’s identity, integrity, and following.
Contributors: Pujit Mehrotra from Agnimurus Inc.