If you were given a piece of a broken Coca-Cola glass bottle, you'd most probably be able to recognise it instantly, due to it's unique shape or glass embossing. This ability that any part of a brand can lead us back to its source, is what makes Coca-Cola a "smashable brand".
In the digital context, brands are smashed all the time. You see brand tweets and branded Facebook posts out of context. You scroll down the page and miss all the clever creative in the banner ads. You open a brand email, but only read the first half. People seldom get to experience the brand as a whole online.
This fragmented way of experiencing brands is problematic for both companies and consumers. Fragmented brands are ignored and forgotten. People experience a lot of clutter online - like shards of broken glass scattered in the environment - and it is off-putting.
How to tell if your brand is smashable on social media?
Consider whether your last few posts could just as well have been posted by your one of your competitors? In other words, if your brand's voice, character, purpose and community aren't coming through in a distinctive manner, then your brand is smashed, and not smashable.
Examine your online advertising efforts. Is it well designed and compelling for the web, or is it just a shrunk print ad?
Level-up from being Smashed, to being Smashable.
Start paying attention to both the big picture and the details.
Big picture: What does your brand stand for, and why should people care?
Details: Is the look, voice, and feel consistent wherever people encounter the brand - every touch point, online, in-store, in-person, on Twitter, on-the-phone, the brochure and so on. All of these fragmented pieces represent you, and they should be instantly recognisable as a whole.
So, next time when you buy a Coke, buy the glass bottle and smash it. Test the theory. We bet you'll think about a simple Coke glass bottle, and brands, very differently.