Every click matters in brand representation
In today’s corporate environment, employees are not just team members; they are brand custodians. Every interaction - whether in person or online - can subtly influence how the company is perceived. As digital platforms increasingly blur the lines between personal and professional identities, it is easy to underestimate the implications of our online behaviour, which extend far beyond the screen.Social media offers a powerful platform for employees to educate, inspire, and build trust with diverse audiences. When used thoughtfully, it can enhance a brand’s credibility and attract new followers, clients, and partners.
For example, Salesforce’s #LifeAtSalesforce campaign encourages employees to share positive workplace moments online. These real, everyday stories help build public trust in the brand and give outsiders a glimpse into its values and culture.
However, this very visibility makes social media a double-edged sword. The same platforms that amplify positivity can also magnify misjudgement. One poorly considered comment, photo, or repost - regardless of intent - can go viral, damaging personal credibility and the brand one represents.
A notable case is Justine Sacco, a PR executive, who tweeted an inappropriate remark before boarding a flight in 2013. While she was in the air, the tweet gained widespread attention. By the time she landed, she had lost her job and irreparably damaged her professional reputation, embarrassing her employer in the process.
When personal meets professional
Audiences rarely distinguish between personal and professional identities online. Whether you're celebrating a promotion, sharing a wellness tip, or reposting a meme, your behaviour communicates the kind of professional and brand ambassador you are.
Consider Google engineers who regularly share insights or tutorials online. Their content reflects technical excellence and brand integrity. In contrast, CrossFit’s founder, Greg Glassman, lost business partnerships and staff after making dismissive tweets during the 2020 protests, illustrating how personal commentary can have severe brand consequences.
With this influence comes responsibility.
Modern AI tools can quickly generate articles, videos, and images that appear authentic. While these tools offer significant efficiencies, they also pose a growing risk: the spread of convincing misinformation.
A notable example occurred in May 2023 when an AI-generated image of an explosion near the Pentagon went viral on social media. The image was shared by several verified Twitter accounts, some pretending to be reputable news outlets. This incident briefly shook investor confidence and caused a dip in U.S. markets before being revealed as a hoax.
This situation highlights the urgent need for digital caution. If a corporate leader or employee had shared the image without verifying its source, it could have damaged both personal and brand credibility.
Before posting anything, especially as a professional representative of your organisation, consider the following questions:
1. Is the source credible?
2. Could this have been manipulated or generated by AI?
3. Does it align with our values of trust and professionalism?
4. When in doubt, do not share.
Brand trust begins with you
Every digital decision - big or small - either protects or undermines the trust others place in you and your organisation.
In our hyper-connected world, the line between personal expression and professional representation is thinner than ever. Each employee, regardless of role, plays a part in shaping - or damaging - the brand’s public perception. To be a true brand custodian is to lead by example online: to post with purpose, verify with diligence, and protect not only your own voice but also the collective voice of the organisation you represent. As digital citizens of our workplaces, the power to uphold trust begins with us.
* Charnel-Ann Heyn is Momentum’s Marketing and Communications Specialist.