The internet ushered in The Age of Transparency, which in turn has resulted in historically low trust in institutions. So, instead of trying to manage your digital footprint with carefully calculated, corporate-sanctioned content, be active and engaged on the issues of the day.

Current affairs provide the context for brand relevance. In addition to being active, be authentic. (People can tell when you’re not.)

Have the courage and clarity to speak to your beliefs and values. (Branding is nothing more than expressing your values.)

And be human. Be willing to admit your challenges and imperfections. It only makes you more human. Which makes you more relatable (cf: Howard Gossage).