The phenomenon of social sharing is here to stay. Individuals build their reputation sharing links, sharing public conversations, even sharing purchases. We are what we consume, and the brands we believe in and support inform the world of our personal tastes, preferences, and allegiances.

Ok. That’s branding 101. How does the social web and digital culture change the way brands and consumers associate themselves with causes, feelings, and communities?

It is easier than ever for a brand to align with a cause, community, or even idea. It is easier than ever for an individual to construct an online identity and share it with the world.

When I was a teenager, I wore a lot of skateboard clothing, listened to “indie” music and showed up every thursday at school with the sports section of the L.A. Times, so I could make weekend football picks in front of my friends.

Wearing skateboard clothing, listening to independent music and making football picks at school projected a calculated image and personality to the world. If I was the same teenager today, I would make my football picks in an online league with my friends, post videos of my favorite skateboarder and share songs and albums by new artists I found digitally.

As individuals, we can create online identities by sharing content and aligning ourselves with larger issues and causes. If I post links to articles form Good magazine or PSFK on my personal blog or twitter feed, I’m telling the world I like thinking about larger social issues and am into tech, innovation and new and emerging trends.

We share digitally to construct our identities, and brands are beginning to do the same.

Here are some great examples of brands utilizing online and social sharing to target consumers with relevant content, to gain credibility in a niche market, and to allign themselves with a specific issue or cause.

1) Nike Futbol

With the World Cup arriving, soccer brands are competing for authenticity. When every brand gets World Cup fever, how do you attract the attention of die hard soccer fans? By sharing.

On the Nike Football Facebook page, a hub for World Cup Soccer news and information from Nike, they shared this video with fans. While it is very much an advertisement, it also provides utility and gives Nike a leg up in the battle for true soccer fans during World Cup Fever.

But what happens if you don’t have the budget to produce a commercial filled with cool effects and a world renowned soccer star? You share someone elses content. Check out this fantastic work, although just in its infancy, from Havanias:

2) “RSVP to Summer” From Havanias:

Havianias = Summer. They are taking that brand association even further with this fantastic Tumblr blog that provides tips to make your summer run smoothly.  A  flip flop company telling you how to make the perfect Caiprinha? Now that’s useful.

3) Asher Roth Music

Asher Roth is a rapper who is definitely a character. Regardless of how you feel about his music (you may know him from that “I love College” song), his new site, built by BBH Labs in NYC is fantastic:

This is the homepage, where you can enter the world of Asher Roth. Here is the blog:

Asher is his own media outlet. By sharing content that would interest his fans, he is solidifying his brand, showing his personality, and building a strong community of fans. He is moving from rapper to media mogul — By sharing.

These are just a few examples of brands that are utilizing sharing as branding. Find me some other great examples? Is this sort of sharing right for every brand or business?

Popularity: 1% [?]