8 Steps to Branding Your Blog

A blog is more than just a place to share ideas and information, it’s also a reflection of your online identity. In other words, your blog communicates your overall image through its design, content and broader message. In marketing terminology, this image is called your brand, and its essential to be aware of how your blog affects that brand.

Test your blog to ensure it conveys the brand message you want by following these simple steps:

1. Define your brand strategy: What image do you want your brand to portray through your blog? For example, do you want people to view your online presence as professional and business-oriented or fun and family-oriented? The first step to defining your brand strategy is to determine how you want others to view you and your blog.
2. Create a blog design that mirrors your brand strategy: Ensure your blog’s design further communicates your brand image by using graphics and fonts that enhance your brand message rather than detract from it. For example, a professional financial blog should use professional graphics and fonts that are clean and simple, while a personal parenting blog could use cute clipart images, bubble fonts, etc.
3. Write content that consistently communicates your brand strategy: Content is key. Every blog post you publish should reflect your brand image and message. Nothing hurts a brand more than inconsistent messaging that confuses readers. Consumers (including blog readers) want to feel secure with a brand. That security leads to brand loyalty. Use consistent content messaging to build loyalty to your blog and your brand.
4. Further develop your brand image through appropriate networking and promotion outside of your blog: Your brand doesn’t exist solely in your blog. It’s a promise to your readers who feel secure in knowing what to expect from your brand through your blog content. Don’t forget that when you communicate outside of your blog. Promote your blog by commenting on other blogs with messages that are consistent with your brand and through social media sites and networking that similarly capture your brand image.
5. Build links through your content, your blogroll and your off-blog promotion to further drive your brand message: Every blogger knows the power of links, but choose those links wisely. For example, if your blog is about leadership, don’t include links on your blogroll to celebrity gossip blogs. That kind of promotion runs counter to your brand image as a professional/business blog about leadership. If you must link to sites that don’t consistently communicate your brand image, list them separately under different headings such as ‘Just for Fun.’ The same rule is true for blogs that link to you. While much of that is out of your control, you can control your blog commenting links and guest post links to enhance your brand rather than damage it.
6. Don’t fall victim to blog monetization tactics that provide short term financial gain but damage your brand in the long term: Most bloggers want to make money from their blogging efforts, but many blog monetization tactics can detract from a blog’s brand image. For example, a blog about family values should not have ads linking to adult content. Furthermore, covering your blog in ads, paid links and paid posts is the easiest way to reduce the legitimacy of your blog. Use ads minimally and effectively to meet your financial goals without destroying your brand image.
7. Extend your brand to all parts of your online presence (and offline presence as appropriate): Your brand image may start online through your blog, but it extends to every part of your online presence. What you type online today could live online for a very, very long time. Make sure all of your online activities further communicate your brand image. If you conduct offline activities that refer to your blog or online presence, ensure those activities consistently communicate your brand image and message as well.
8. Live your brand promise: Don’t be short-sighted with your online brand strategy. Develop a long term strategy for your online presence. Where do you want to be in terms of your online presence in 1 year, 5 years, 10 years? Execute tactics today that will help you reach those goals in the future. Creating a strong brand presence online can lead to opportunities in the future, which may even carry into offline endeavors. Write down your long term goals. Then determine the brand promise that will help you attain those goals. Next, start living that brand promise in all of your online and offline activities.

Does your blog effectively communicate your brand? If not, make some changes. A consistent brand image will not only strengthen your online presence but also help drive reader loyalty and possibly open up new opportunities for you.