The document discusses branding in the context of social media. It argues that a brand is defined not by its name, logo, or tagline, but rather by the promise of an experience embodied in a set of beliefs. Great brands clearly define this promise and live it consistently with conviction. When using social media, brands should "humanize" themselves by focusing on emotional connections rather than just rational value propositions. An undefined brand on social media can come across as inconsistent, unempathetic, and uninspired. The document advises brands to humanize themselves on social media by focusing on what they and their employees care about beyond just products, who represents them authentically, who their social audience cares about, and what remarkable