In a recent post by John Janstch of Duct Tape Marketing he describes how, “A small business brand is so much more complicated than a tagline, colors or logos. A small business brand is everything a business does and has done, much like a biography - or in this case a brandography.”

This is true, not only for small businesses, but individuals as well. Dan Schwabel from the Personal Branding Blog points to several recent posts in the blogosphere from the likes of Steve Rubel, JoAnn Hines, Liz Pabon, Wendy Marx, Vinu Shankar and the Podcast Sisters. Through these posts, it’s evident that social media is a powerful and cost-effective tool for the individual or small business brand.

However, it’s important to note that social media is simply a new channel and the fundamental rules of branding still apply.

1. Consistency - Social Media channels are excellent tools to help you blast your message - but your message must still have a singular point. Using the same (or similar) “about me” text throughout your various social media efforts will help solidify your message and increase your brand awareness. You may also want to use the same photo.

2. Target Market - Now that you can reach millions in a single click, it can be tempting to diversify your brand to reach a broader audience. However, as many point out - you’ll find better results if you focus on your niche. If your audience is small, your goal may not be to achieve high rankings on Technorati, but rather forming a rock-solid, loyal community.

3. Follow-Through - Your brand is what your audience perceives and continuously dipping toes in social media creates the perception of poor follow-through. It is better to dive in and create rich content for a few social media channels than to have a lackluster approach in many.