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Employers Now Asking Job Applicants for Facebook Password

A recent article posted on the Minneapolis Star Tribune website (http://www.startribune.com/lifestyle/143455776.html), reported that employers are now asking job applicants to share their Facebook password. Legislators and legal professionals are collectively opposed to this practice and are discouraging employers from asking  job applicants for their Facebook or other social media passwords. Not only do they argue it should be illegal, but they remain adamant that it an invasion of  privacy.

The question is, what would you do in an interview or job application process if you were asked for your Facebook or social media passwords? Here are a few tips we would suggest using if ever you find yourself in this situation.

1. Approach this request similarly to the way you would respond to an illegal interview question (i.e. nationality, sexual orientation, marital status, race, religion, physical or mental disabilities, health history, etc.). Here are a few options:

  • Provide the answer and move on (note: anything you disclose in an interview can be considered by the employer when assessing your candidacy/fit for the position).
  • Ignore the question and re-direct the conversation. (note: this might be a good opportunity to refer them to your LinkedIn profile site instead…if you are comfortable sharing it of course).
  • Ask about the relevance of the question as it pertains to the position for which you are interviewing. Inform them you are not comfortable answering the question if not relevant.
  • You can simply reply that you prefer not to answer the question.
  • If you feel the interviewer(s) are being blatantly discriminatory against you, you have the right to walk away.

2. One of the common misconceptions about interviewing is that the interviewee (the applicant) does not always realize that the interview process is a two-way street.  Remember, you are interviewing the employer as well. When interviewing the employer, your goal is to determine whether or not you see yourself fitting into their organizational culture and the potential for your future success. Thus, if an employer asks you for your password to any social media site, including Facebook, you have to ask yourself one question – am I comfortable working for an organization that asks for such information?

3. However, in some cases it may be necessary or common for an employer to ask for password information. For instance, when federal government agencies such as the CIA, FBI, or Department of Homeland Security conduct background checks on applicants, these investigations are extensive and result in them researching everything they can about who you were and who you are now. Believe it or not, they will even investigate as far back as when you were a child; thus, you can bet they will also  seek access to your online communications (i.e. Facebook, Twitter, LinkedIn, Blogs, etc.). There still exists a debate whether or not this is appropriate or not. As depicted in the aforementioned article, several state agencies (mainly public service agencies such as police departments) are implementing the same type of background check and asking applicants for their passwords.

4. Finally, it is important to not do anything that you feel violates your own ethics or value system, even in a job interview. While we certainly understand the importance of finding employment, we do not encourage sacrificing your image, reputation, and/or  private information just to land a paycheck. Strong self-awareness, confidence and willingness to stand up for your own values are the foundation for successful career development.

9 Ways to Make Your LinkedIn Profile Attractive to Hiring Managers

When a hiring manager views your LinkedIn profile, you have about 30 seconds to convince him or her that you’re what their company needs. Follow these nine tips to boost your profile’s appeal and ensure it isn’t one a hiring manager will pass over:

  • Build instant credibility with a professional-looking profile photo.
  • Make sure your profile headline clearly communicates what you’re all about (and not just your job title).
  • Provide even more detail about who you are with a professional summary that can be read aloud within 30 seconds.
  • Get your profile to show up on free searches by completing it.
  • Update your status at least once per week to seem more passionate.
  • Share the industry-related books you’re reading with the Reading List by Amazon application.
  • Join and participate in at least three industry-relevant groups.
  • Get to 150 connections in order to increase your chances of having first-degree connections in places you want to work.
  • Get ten or more recommendations to ensure you look like a top recommendation.

Other helpful tips:

  • Highlight your skills and competencies in your “Specialties” section. Include topic areas you have knowledge and/or experience in. Use the SKILLS AND EXPERTISE tool under the “More” toolbar on LinkedIn for additional skills and areas of expertise to add to your profile.
  • Usability – don’t be passive when using LinkedIn. Continuously reach out to your connections, build and expand your network, and maintain a presence on LinkedIn.
  • Create a blog site where you can promote your blog on your profile and share your perspectives and knowledge on topics to your network.
  • Lastly, don’t forget to edit your “public profile” link. Add this edited link to your resume.

How To Keep Your Social Media Prescence Career-Friendly

 SmartPulse — a weekly nonscientific reader poll in SmartBrief on Social Media — tracks feedback from leading marketers about social media practices and issues. Last week’s poll question: How do you keep your social media presence professional?
  • I keep separate accounts for personal and professional networking: 68.46%
  • I use filters, such as Circles on Google+, to make sure posts are seen by the right people: 9.13%
  • I do not use social networks for professional purposes — only personal matters: 8.71%
  • I only post things that are related to my job, no matter what network I’m on: 8.30%
  • I don’t use social networks at all: 5.39%

Last week, Tricia Smith interviewed Donna Farrugia, the executive director of The Creative Group, about how social media can be used to make connections in your career.  She cautioned that “it’s important to always be careful about what you post and with whom you’re sharing the information,” which is something that many of our readers seem to be aware of. More than 85% of readers who responded said they post only business-related content or use filters or separate accounts to make sure personal matters don’t become office gossip.

It seems that the vast majority of readers are leading double lives when it comes to social networking. Having one profile dedicated to professional life and another for their life outside the 9-to-5 was the chosen method of almost 70% of respondents. Chances are, this adds up to profiles on two different sites — one on a professional site and one on a social site. Farrugia pointed out that while “Facebook and LinkedIn are big networking sites … there are also sites tailored to specific industries,” so the idea of having profiles on two different sites may be worth the upkeep. This approach makes sense, since most professional sites focus only on your career and don’t offer all the bells and whistles such as public messaging, photo albums and  interactive games that can often lead to the kind of oversharing that gets professionals in trouble.

That’s not to suggest that social sites can’t have merit in the professional world. Roughly 8% of readers who responded have a play-it-safe strategy and only post things that are relevant to their job.  But keeping your profile professional doesn’t mean it has to be boring. Farrugia suggested that professionals post about their hobbies so colleagues can “get a sense of your personality.”

By Tricia Smith on August 31, 2011 | Smartblogs.com 

23 Things Great Brands Do In Social Media

No one wants to invest time in something only to be mediocre at it. We want to be great. But before you can be great you have to understand what being great looks like. What are you trying to achieve and what are you aiming for? What do people who are great at X look like? Because before you can be better than them, you at least have to be equal. And that takes some understanding on your part.

Do you want to be great at social media? Well, below are 23 things that great businesses do in social media. Maybe you can help me and add to my list in the comments.

Ready?

Great social media brands…

  1. Bring sexy back to word of mouth marketing.
  2. Dedicate time to answering questions from customers, potential customers and people first learning about the brand.
  3. Constantly poll their community for opinions, feedback, and criticism.
  4. Make it a habit to highlight other brands that are doing cool things, even if they’re doing it outside of their particular industry.
  5. Start conversations that others are scared to have.
  6. Give their employees a unique voice and the permission to connect to others.
  7. Regularly save the day.
  8. Push back the curtain to give their audience a better understanding of how things work, why they work that way, and what the company believes.
  9. Bleed company culture.
  10. Use tools to monitor their social media activity and makes adjustments when things aren’t working.
  11. Don’t take social media too seriously, but are too smart to view it as a joke.
  12. Understand the importance donuts and share them regularly.
  13. Don’t forget to tie offline events into what they’re doing online so there’s cohesion between strategies.
  14. Track their brand name in social media and knows when to respond, how to respond and how to engage brand advocates.
  15. Give us “the why” to go along with their social media calls to action.
  16. Plan for social media as to not leave channels voiceless for long periods of time just because they’re busy.
  17. Never, ever automate human interaction.
  18. Understand social media doesn’t belong to just the marketing department, but the company as a whole.
  19. Enter the waters with a social media plan to help guide their interaction and make sure they’re getting something for their investment.
  20. Use their social media plan to avoid falling victim to Shiny Object Syndrome.
  21. Understand that social media is the medium, not the message.
  22. Pass on insights gleaned from social media throughout the entire organization so that the right people are hearing the right conversations.
  23. Have clear social media guidelines so that employees know how to engage on behalf of the brand and connect with customers.

5 Ways to Use LinkedIn to Land a New Job

Are you wondering why everyone in the professional world is so agog over LinkedIn? If you’ve been avoiding LinkedIn because you think it’s probably just a more boring version of Facebook, you’re missing out. This professional networking site has become a very powerful tool for job candidates who want to increase their visibility and showcase their best qualities.

1. Update Your Status ASAP

If people know you are job hunting, they are often happy to help you out. When you post to let your network know about your job search, put a positive spin on it. For example, “I’m starting on my job searchtoday. The years I spent at (name of previous company) have prepared me well to advance my career through this transition. I’m excited to see what’s available on the job market. If you know of anyone who’s looking for a (name your job title) with (name a couple of your top skills), let me know!”

2. Get Relevant Recommendations

Former managers, direct reports, coworkers, clients, and vendors can be great sources for recommendations on LinkedIn. When recruiters view your profile, they are very interested in what other people are saying about you. Don’t spam your network with requests for recommendations. Instead, ask about a dozen people who have worked closely with you to post feedback that is specific and focuses on both your character and your job skills. 

3. Find Out Who You Know

Use LinkedIn to get the inside scoop. Run a search on LinkedIn for a prospective employer’s company name cross referenced with the name of your high school, any colleges you’ve attended, and your past workplaces. That way, you can pull up anyone you know who is or has been involved with a prospective employer. You can pump them for information about the company’s culture and how they were successful in getting a job there. It’s even better if they know the recruiter or someone else in the hiring decision-making chain. Friends of friends may also be able to hook you up with an inside connection.

4. Use the Job Search Function to Boost Your SEO

Finding posted jobs is only one of the reasons to spend time browsing the job search area of LinkedIn. This is where you will find out what skills recruiters in your industry are looking for. These are the keywords you will need to add to your LinkedIn summary and your resume so recruiters who are looking for jobs that aren’t posted can easily find you. For those that don’t know, SEO stands for “Search Engine Optimization.”

5. Do Unto Others

Stay on the lookout for ways to assist people in your network in their job searches as well. The more you give, the more you get back on LinkedIn. For example, if you become active in a professional group geared toward your area of expertise on LinkedIn and start sharing your job search tips, you stay at the top of people’s minds when they become aware of a job that would be right for you. When you post helpful advice online, it also makes you look like a team player in the eyes of recruiters.

Social Media’s Impact on Hiring: 2011 SHRM Survey

In April 2011, the Society of Human Resource Management (SHRM) conducted a  SHRM Staffing Research Survey: “Social Networking Websites and Staffing.” A sample of HR professionals were randomly selected from SHRM’s membership database, which included approximately 250,000 individual members at the time the poll was conducted. The sample was composed of members with the job function of recruiting/staffing. For this analysis, 541 responses were used, yielding a response rate of 18%. The margin of error for this poll was +/- 4%.  In hopes of creating a stronger comparison, the results of the survey were compared to a 2008 SHRM Research Survey: “Online Technologies and Their Impact on Recruitment Strategies.”

What Did They Define as Social Media?

SHRM defined social media as any type of virtual interpersonal communication or media that included social interaction; media that transforms people from content consumers to content producers. It also included various forms of user-generated content and the collection of websites and applications that enable persons to interact online; such as LinkedIn; Facebook; Twitter.

Key Findings

More than one-half (56%) of the organizations currently use social networking websites when recruiting potential job candidates. This is a significant increase since 2008, when a little over one-third (34%) of organizations were using these sites as a recruiting tool.

Among organizations that used social networking sites for recruiting, the most utilized social networking website in 2011 was LinkedIn (95%). This was followed by Facebook (58%) and Twitter (42%).

The percentage of respondents who believe that social networking websites are efficient for recruiting nonmanagement, management and executive-level employees has increased significantly since 2008. One respondent mentioned, “Social networking websites allow an employer the opportunity to gather initial information about a job candidate before a single word has been exchanged.”

When asked  the top reasons they are using social networking websites for staffing, 84% of the organizations indicated they are using social networking websites to recruit passive job candidates who might not otherwise apply or be contacted by the organization (69% in 2008). In addition, 67% of the organizations reported that they use social networking websites because it is less expensive than other methods of recruiting candidates, while 60% also reported that they use these sites to increase their organization brand and recognition.

For more on this data, visit the 2011 SHRM Research Survey.

Tricks to Maximize Your Time on Social Media

So, you’re all connected and set up with Twitter, but now what? You know that Twitter is a great way to expand your business and gain more clients, but how can you maximize your time on this social media website? To find out, continue reading this article. Throughout, I will talk about several different cool tricks to maximize your time on social media.

1. Tweetchat

One of the best cool tricks to maximize your time on social media is through Tweetchat.  Using Tweetchat is easy. First, log in using your Twitter ID and password. Then, choose a hashtag that you would like to follow. What is a hashtag? A hashtag is a specific topic. Once you select a hashtag, you will be connected to people who are talking about similar things related to that topic. By using Tweetchat you can easily maximize your time on Twitter, connecting with users who may be interested in your product or service.

2. Hootsuite

Another one of our cool tricks to maximize your time on social media is Hootsuite. Hootsuite, a Twitter toolbar, allows you to manage your entire Twitter account from one interface. Not only does it allow you to manage your Twitter account, but it also allows you to manage other social media accounts such as Facebook, LinkedIn, and Foursquare. By using Hootsuite, you will easily be able to manage multiple accounts while at the same time identifying and multiplying your audience, distributing messages, launching marketing campaigns, monitoring keywords, and keeping track of your success.

3. Twitter lists

If you want to know cool tricks to maximize your time on social media, you will also want to consider using Twitter lists. A Twitter list allows you to organize your contacts into groups (or “lists”). If you click on a particular list, any Tweets from users in this list will be displayed. Twitter lists are easy to create and are very helpful in keeping your Tweets and contacts organized.

4. Goals

If you want to maximize your time on Twitter, you will need to create goals for yourself. Why are you on Twitter? What results are you looking for? Only after you answer these questions can you begin to use Twitter to your advantage. If, for example, you want to use Twitter to find new clients, you may consider using Tweetchat or  Twitter search. If, on the other hand, you already have a large following and would like to use Twitter to keep clients, you may use it to update them about sales and deals.

5. Targeted Following

One of the best things about Twitter is that you can follow anyone you want even if they choose not to follow you back. For businesses, this is a great advantage as it allows them to generate a targeted following. If, for example, you were running a Nike business, you could easy check Adidas Twitter page. By doing so, you can see who is following Adidas (and therefore who is interested in sports clothing) and add them to your follow list in hopes that they will begin to follow you as well, thereby gaining you potential business.

6. Search

The final of our cool tricks to maximize your time on social media is Twitter Search. You can use Twitter search to find people who may be interested in your product or service. You can also use it to find competitors, check out what competitors are doing, and use this information to better your own business.

Twitter is a great way to expand your client base, but if you are going to use it you need to know how to maximize your time. Use the above cool tricks to maximize your time on social media and watch your business boom!

Silvia Pencak

How to Develop a Company Prospecting List Using LinkedIn…

Today, I wanted to give you a starting point for your job search. You can research industries and the companies on many different search type engines, but one of my favorites is LinkedIn (if you are just getting started on LinkedIn, read “Does Your LinkedIn Profile Get a Passing Grade? 5 Tips for a Captivating Profile”). I am going to walk you through the initial steps of how you can start your job search by compiling a prospecting list. You want to develop a list of your Tier A, Tier B, and Tier C companies, so you can better organize your job searching efforts.

5 STEPS FOR DEVELOPING YOUR JOB SEARCH PROSPECTING LIST VIA LINKEDIN

  1. Go to LinkedIn.com and sign in.
  2. Click on the “Companies” Tab.
  3. In the “Company Name or Keyword,” type in the Industry keyword. If you want to narrow your search, include the postal code. For example, I typed in “Aerospace” for the industry and my zip code to narrow my search results.
  4. Click “Search Companies.”
  5. On the left-hand side, you can modify your search results. For example, if you want to return results for companies who have job postings on LinkedIn, then click the last box on the left-hand side and click the “search” button.

LinkedIn provides some great, free information about company size, website URL, revenues, company description, and how you are connected with people who work at the company. You can follow companies of interest and receive emails when people leave the company, are hired into a position, or promoted into a new position. The interesting angle is you will also see the position vacated, thus giving you insight into a possible “hidden job market.”

On the company page, you can click, “Check Out Insightful Statistics About {Company’s Name} Employees.” Here, you will see where that company’s employees worked prior to being hired. Why is this helpful? You might discover other companies you never considered or knew about to include on your job searching prospecting list. The companies are generally hyperlinked, so you can learn more about a particular company on their company page.

In conclusion, develop your prospecting list by utilizing this relatively new LinkedIn feature and then categorize the companies by priority (A, B, or C).

Posted on | July 11, 2011 | by Kristen Jacoway |

The Social Media Background Check

Posted on | July 7, 2011 | by Maria Elena Duron |The Personal Branding Blog

In today’s world, your online reputation precedes you. Employers are searching the internet for information about you, the potential employee, and what they find can be used for or against your job application.

Another criterion in evaluating you as a contact or candidate

photoBackground checks don’t only include your criminal and credit record – you will now may undergo a social media background check. The Federal Trade Commission has given its approval to Social Intelligence Corporation to sell reports of the check they make on your social media accounts to employers. And this file will be kept for seven years.

So when was the last time you did a social media check on yourself? Are you the type of person who censors yourself when you’re online, and takes care of what content you put out for the public? Or are you the type who doesn’t really care, who basically says and posts whatever you want online, considering this as a way of expressing yourself?

Reputation is still everything

If you’re one of the former, then good for you. It means you’re thinking of the long-term, and you know how your online reputation can affect your future. But if you’re among the latter, you’re in a bit of shaky ground here. Your expression of yourself may not be taken kindly by your potential employers or clients, and it may come back to bite you hard.

Some red flags that will be picked up in a social media background check are:

  • Frequent use of offensive language
  • Racial slurs, discriminatory posts
  • Drug use, frequent alcohol abuse, illegal activities
  • Badmouthing previous employers and companies you’ve worked for
  • Compromising pictures of you
  • Sexually explicit photos
  • Excessive social media activity while you’re working
  • Discrepancies about your job qualifications

It’s a double-edged sword

Of course, in addition to the bad things that could be discovered about you in your social media accounts, there may actually be good things as well that could make you an even more suitable candidate for the job. The social media background check also includes the positives with the negatives.

This is why it’s vitally essential that you are aware of what you’re posting, and what others are posting about you. Yes, it’s not only the things you post that will be seen – what others are saying about you will be considered as well.

Time to untag and distance yourself

When was the last time you untagged yourself from all the photos that friends have tagged you in Facebook? This is included in your social media background check, so be wary. In addition, when was the last time you evaluated the privacy settings of your account? Are you sure that only the information you want public is public, and the information you want private is private?

Somethings were meant to be private

Remember to regularly update your privacy settings in your different social media accounts. Facebook’s default privacy setting, for example, is set to everyone, so if you haven’t changed yours, the whole world will be able to see your wall posts, your pictures and videos, what your friends post on your wall, what pictures and videos you’re tagged in, and so on. So if you don’t want the whole world to know what you’ve been up to last night, better change your account to “Friends Only.”

What happens with friends, doesn’t stay with friends only

But the problem with keeping it Friends Only is the fact that your friends also have the option of reposting or retweeting your content. So even if you’re resting easy because you think only a few friends can read your post, you may be surprised that one of your friends have decided to repost what you said because it was so interesting, and so the trail leads back to you.

Basically, a good rule of thumb is that: if you don’t want a stranger or possibly your clients or employers to read it, then don’t post it. It’s also not a good idea to have your email address, phone number and address on display in your social media accounts, even if it’s placed on Friends Only. And be wary every time you join an application or click on a link – do you know that these applications can typically access your personal information?

Free may not really be free

In October 2010, it was discovered that Farmville, a Facebook game owned by Zynga, was transmitting people’s private information to tracking companies and Internet advertising. Though Facebook and Zynga immediately took actions to fix the situation, it’s still best to be cautious about the information you’re letting applications and games access about you.

Privacy and passwords are the gateway to your online identity

Guard your privacy and password as if they were your reputation – because they are!  Be more careful with your private information, especially nowadays, with hackers rampant everywhere. Make sure to regularly change your passwords, as you don’t want these compromised.

One option for you to protect yourself is to change your browser settings on Facebook. Use the more secure “HTTPS” settings, which will encrypt your login cookies and data so other programs may not access them. To change your setting, simply go to the Account tab on your Facebook and then click on Account Security. Remember that if you use this setting, you won’t be able to access any application or game.

Also, make sure that you access your email and social media accounts on a secure Internet connection. Free WiFi is definitely not secure, so you should avoid accessing your accounts when you’re using it. Use secure connections such as wireless connection, password-encrypted LAN and hotspot.

Reputations proceed you and live “forever” or at least for seven years on a social media background check.  Seven years from now, will you be proud of what you just posted?

Maria Elena Duron, CEO (chief engagement officer), buzz2bucks | a word of mouth marketing firm, is skilled at making networks “work” and harnessing powerful online and offline buzz, she facilitates online visibility services and word of mouth coaching and workshops – taking companies and professionals from buzz-worthy to bucks-worthy.

Logos are NOT Brands!

Organizations often seek help in creating “a new brand,” by means of creating  a new name, or icon, or a new look and feel for their existing name. Lots of people think that brand begins and ends there — that once they shine up the name they can stick it below their email signature, pop it on their website, and, voila, they have a new brand. This is definitely not the case.

A Brand is much more than a name or a logo. Brand is everything, and everything is brand.

Brand is your strategy. If you’re a consumer brand, brand is your products and the story that those products tell together. Ikea’s kitchen chairs’ tendency to fall apart after two years is part of the company’s brand. If you’re a humanitarian organization, brand is your aspirations and the progress you are making toward them. Share Our Strength’s audacious goal to end child hunger in America in five years is its brand. The work the organization is doing to get governor after governor on board is its brand. Its seriousness is its brand. Back in 1969 NASA didn’t have the best logo. But man did it have a brand. It has a nicer logo now — but the brand no longer stands for anything. If you don’t know where you’re going or how you’re going to get there, that’s your brand, no matter what fancy new name you come up with.

Brand is your calls to action. If Martin Luther King had offered people free toasters if they marched on Washington, that would have been his brand. Are your calls to action brave and inspiring or tacky? Are they consistent with some strategy that makes sense? Getting more Facebook “likes” isn’t a strategy, in and of itself. If you’re a humanitarian organization, the things you ask your constituents to do are your brand.

Brand is your customer service. If donors call your organization all excited and get caught up in a voicemail tree, can’t figure out who they should talk to, and leave a message for someone unsure if it’s the right person, that’s your brand. It says you don’t really care all that much about your donors. If they come to your annual dinner and can’t hear the speaker because of a lousy sound system, that’s your brand. It says that you don’t think it’s really important whether they hear what you have to say or not. If the clerk at your checkout counter is admiring her nails and talking on her cell phone, she’s your brand, whether she’s wearing one of the nice new logo caps you bought or not.

Brand is the way you speak. If you build a new website and fill it with outdated copy, you don’t have a new brand. If the copy is impenetrable — a disease of epidemic proportion in the humanitarian sector — that’s your brand. If you let social service jargon, acronyms, and convoluted abstractions contaminate everything you say, that’s your brand. If your annual report puts people to sleep, that’s your brand. If it’s trying to be all things to all people, that’s your brand.

Message is a central part of your brand, but message alone cannot make a great brand. How many times have you encountered a product or service that didn’t live up to what the copy writers told you about it? That disconnect is your brand.

Brand is the whole array of your communication tools. Brand is the quality of the sign on the door that says, “Back in 10 minutes.” It’s whether you use a generic voicemail system with canned muzak-on-hold, or whether you create your own custom program. The former says you are just like everyone else and you’re fine with that; the latter says you are original. You might have a pretty sale banner that adheres to all the right visual standards, but if it’s sagging and hung up with duct tape, that’s your brand. It says you don’t pay attention to the details. Can you imagine seeing a crooked banner with duct tape in an Apple store? Never. And that’s their brand. It says that the motherboard in the Mac isn’t hanging by a thread either.

In the digital age, user interface is your brand. If your website’s functionality frustrates people, it says that you don’t care about them. Brand extends even to your office forms, the contracts you send out, your HR manuals. Do you rethink traditional business tools or default to convention? The choice you make says a lot about how innovative your brand is.

Brand is your people. Brand is your people and the way they represent you. Having a good team starts with good hiring and continues with strong and consistent training and development. No matter how well your employees adhere to your new brand style guide, if they couldn’t care less about the job they’re doing, that’s your brand.

Brand is your facilities. Are the lights on, or is your team working in darkness? Is the place clean and uncluttered? Does it have signage that’s consistent with your visual standards? Does it look and feel alive? Your home is your brand.

Brand is your logo and visuals, too. A great brand deserves a great logo and great graphic design and visuals. It can make the difference when the customer is choosing between two great brands. But these alone cannot make your brand great.

Ultimately, brand is about caring about your business at every level and in every detail, from the big things like mission and vision, to your people, your customers, and every interaction anyone is ever going to have with you, no matter how small.

Whether you know it or not, whether you have a swanky logo or not, you do have a brand. The question is whether or not it’s the brand you really want.