Whether you are running a law firm, a financial services firm or a business, your brand is everything. Whether you're positioning your brand as something credible, trustworthy or customer service oriented, one thing is certain, people gravitate to businesses that actively brand themselves. To do this, you must build a robust community of brand advocates! http://friedmansocialmedia.com/blog/2013/10/15/importance-building-community-brand-advocates/
I would take issue with the 350 word limit, since search engines tend to give more credibility in the 500-800 word range but I would say 300 is a minimum if you don't have much time. Throwing in an infographic or video helps when you have a lower word count.