We have a saying around here. Everything communicates. Actually, it’s more like a mantra – a pillar of our strategic model and a familiar tune to our clients for sure. It’s simple, really. Everything you do, from the way you answer the phone to advertising, is a reflection of your brand. For better or for worse.

That goes for Twitter, too. Yep, a tweet can say plenty. In fact, with a unique angle (read: you have something interesting to say) and enough followers (read: people are actually interested in what you’re saying), 140 characters are enough to build a brand.

Or, kick it in the groin. Take J.R. Smith, a point guard for the Denver Nuggets. Recently, The Denver Post raised questions about whether his tweets were gang related. Consequently, J.R. pulled the plug on his account to avoid the bad publicity. Then there’s Antonio Cromartie, a defensive back for the San Diego Chargers. He was fined $2,500 for complaining about the food at training camp, claiming the team hasn’t reached the Super Bowl in the last few years due to malnutrition.

It wasn’t long after the two incidents that ESPN issued a memo prohibiting affiliated “personalities” from using Twitter unless it serves the network’s agenda. The call for censorship isn’t surprising when you consider that the athletes are essentially employees of ESPN, a brand with a reputation to maintain among its viewers, a.k.a. customers.

The same goes for your brand. Share insights, answer questions, entertain, and provide links. In short, if you’re going to communicate with customers, be relevant. It will help serve your company’s agenda. But don’t do it without a level of control and thoughtful restrictions. After all, in a world powered by social networking, it doesn’t take much to smear a brand these days. Just a tweet will do.