Blog 'Blink' Test: Is Your Business Blog Well Branded?

Let’s discuss how branding ties in with your blog.

Your blog must pass the “blink” test: It must be immediately recognizable and memorable.

Branding goes beyond finding a clever name. Your blog should of course be appropriately named for your business. And it must include these elements for good branding:

1. Naming your blog is critical. If you’re just starting your blog: are you branding YOU, your business, your book? Know the purpose of your blog so you can name it appropriately.
2. Tag line following the name of your blog:   
   
   • Who is the blog  for
   • What are the benefits for your readers
   • Who you are, your name and your expertise
3. A customized banner:   
   
   • Ties in with your brand, your website or logo
   • With your colors
   • Extends the look and feel that represents you, your values

4. Your photo and bio page – These two items should be a good representation of you as a professional.

If you run a business with pets, for example, it would be appropriate to show a photo of you with animals. But don’t have a photo of you scuba diving unless that’s your business.

Your ‘about’ page should be written appropriately for your blog – not copied and pasted from a professional bio or CV where you talk about yourself in the 3rd person.

Remember a blog is a conversation, more like writing an email to your favorite client. The more you can connect with readers by using the “I” and “you” pronouns,  the more it will feel and read like a conversation.

More importantly, rather than merely delivering a list of your past experiences and education, your about page is an opportunity to connect with readers on an emotionally profound level.

• What’s your story?
• Why is it you decided to blog?
• Why are you passionate about your niche?
• What were the pivotal moments in your life and work that lead you to where you are now?

People want authentic stories. They want to know who is this person talking to them through this blog? Why should they care what you have to say?

Once you have established the name and brand for your blog, then how do you extend your brand through your blog, and get known? That’s where content marketing and social networking come in.

Related Posts:
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Massive Online Visibility: Everywhere you go, there you are...
Massive Online Visibility: Website or Blog?
How to Have a Poorly Branded Blog

Comments

[Lisa Kennally]

I have been advised to blog mostly about subjects that are unrelated to my business while occasionally mentioning a tie in to the business. That way it doesn't sound like I'm pushing my products etc and will draw the reader in.

What are your thoughts on that? My blog is: www.lisaannskincare.typepad.com
Thanks.

[Brandon]

An excellent statement about branding the blog - there are too many cookie-cutter blogs and this will really encourage people to do what it takes to stand out - tell your story through branding.

[Patsi aka The Blog Squad]

Lisa, I have a strong reaction to you getting advice about writing about subjects unrelated to your business! My goodness, why such a circuitous tactic? If you have a business blog, my advice would be write about your business and then write about it over and over and then again. Attract clients who want to know about skin care and tell them everything you know about that! I think this advice comes from a small diminishing section of the population who misunderstand that a blog is a personal diary and shouldn't be commercial. This is just plain wrong. Be clear about why you're blogging and the business you're in. Just go for it.

[Joel]

I agree blogs are type of author to audience communication that is why is crucial to get to know your audience before attempting to advertise.

The most challenging thing a blogger can face is the length of post writing and the quantity of posting, some readers like short and more frequent post and some readers like post and fewer post so how can I give both what they want with out compromising my blog.

[Yvonne DiVita]

You can have a business blog and not write about your business, per se. Patsi and Denise, my marketing to women blog is not about my business (book and blog publishing) but it brings me a lot of good referrals.

Niche writing attracts clients IF you're writing about a topic related to what you do.

I think, Lisa, that the advice should have been - don't pitch on your blog, unless you offer free products or teleseminars, in your sidebar. Follow Denise and Patsi's advice, they are the blogging experts. Make sure your content is relevant to your audience...and leave the sales pitch to your website.

IF you don't have a website, Typepad allows you to create a "page" that you can link to from the front of the blog. That can be your sales pitch. Keep the day to day blog focused on educating, informing, entertaining, and inquiring.

Of course, that's while you're following these tips from the masters of it all.

[Marta Goertzen]

What a great reminder of what a blog is supposed to be and do. It is so easy to just slap something up on the internet and not take the time to think it through.

I have learned so much in the last few months that I am in the midst of re-designing my blogs one step at a time. This time really making an extra effort to think about what I am trying to accomplish and who am I speaking to.

It is my goal to start a conversation with my viewer and invite them to stay. The additional steps you listed above are coming at a perfect time.

Thanks!

[Lisa Kennally]

Thank you all for your advice! It was very helpful. Stay tuned now for blogs from me that actually relate to my skin care busines and maybe other topics once in a while too!