Branding is different in the social age: You have less control of your message ... but more control of your brand.

No, you're no longer in total control of your messaging—but you never were. No matter what marketing and corporate communications you put out there, your customers always had their own opinions, and always shared those opinions with their peers and colleagues. And now you can hear those conversations. Clearly.

But what does this mean for your branding efforts? Where do you start?

Branding is much more than drafting messages ... or designing logos. It's about managing the collective impression people gain from all of their interactions with you—and the interactions others have as well (newly amplified through social media). If you take a social approach to branding—if you actively engage with and respond to these conversations—you can know, in an instant, whether the brand you want is the brand you have. Since you control your response, you control your brand.

In this seminar, you'll discover a seven-step process to help you build a solid, sustainable, and social brand by actively aligning your values and operations (not just your communications) with those of your customers. You'll also learn seven keys to social branding—insight, relevance, identity, resonance, coherence, engagement, and evolution—and how they help you control your brand.

You'll leave knowing how to use a Social Branding Scorecard to evaluate your brand's "social readiness," identify the changes or improvements you need to make, and develop a strategy for building or strengthening your social brand in a way that makes the most of what you control.