This is a guest contribution from Olivia Rose
How much time have you spent on the branding of your blog? If you haven’t branded your blog, you may not realise what you’re missing out on.
Branding a blog is extremely important but it is also a bit of a nebulous concept to those who are not professionals in the marketing industry. The first step is to understand what a brand is and how it can help you develop your blog and reach and retain your audience. You also need to understand how to properly build a brand, or when rebranding may be necessary.
So let’s start at the beginning.
What is a Brand?
A brand is the essence of a thing. Your blog’s brand contains its tone, humour, character, colour scheme, visual logos and much more. A brand needs to be a cohesive thing and the actual thrust of the brand should be something simple that encapsulates what your blog is about. Your brand will also need to be about; who you are, and what your blog means to you and your readers. Once you have answered these core questions you will be able to begin connecting with readers who identify with your blog’s brand.
Why Should You Brand Your Blog?
Branding offers some very simple benefits, such as the ability to merchandise. However, it also offers subtler benefits. Customers will know what to expect from you and will understand who you are and what you represent. The power behind your brand will lead you into larger overall market exposure that can help expand your readership. Virtually every successful blog out there has a very clear brand that is emphasised and developed.
How Do You Brand a Blog?
Branding a blog begins with brainstorming. You will need to ask yourself very important questions, such as what your blog is about, what your goals are and how you want readers to engage with you – emotionally. You will then want to narrow this down to a few core concepts that form the foundation of what your brand represents. From there you can develop a name, slogan and logo, and a blog colour scheme and style.
How Do You Design a Brand?
Branding is so much more than a colour scheme, but the colours you use are important so it’s worth spending some time on this issue. After all, it’s much harder to change things once your blog is up and running! You may wish to study colour theory and choose colours that are best associated with your core principles.
WordPress themes are an excellent way for you to develop your brand quite quickly. A WordPress theme allows you to create an entire design and scheme almost immediately, and then you can base all of your additional branding and media off your chosen theme. Many WordPress themes are extremely customisable, which means that you can change the colours and add a logo of your choosing. It’s worth working on new themes or theme modifications when the majority of your readership is not active, because it is always possible to crash your blog.
How Can You Develop a Tone of Voice?
Equally important to the physical aspects of a blog is the actual content of the blog. You will need to determine the tone of voice of your blog early on and be consistent. As noted in a previous post about branding, if your tone isn’t well-suited to your brand and consistent, you will dilute your brand. If you’re aiming at professional journalism you should stick with a very professional and dry tone, whereas if you are aiming for a funny entertainment website you will want to remain light-hearted and entertaining.
A consistent tone of voice is very important in letting readers know what they should expect from your blog.
Can You Avoid Branding?
An important point to remember is that a lack of brand development does not mean that your blog does not have a brand. A blog will still have a brand because it is, in large part, a conceptual thing that exists in a reader’s mind. However, a blogger that doesn’t actively develop their brand has absolutely no control over what the reader associates the blog with.
Creating a brand allows a blogger to take control over the image of their blog, and not creating a brand essentially relinquishes this control.
Is it Worth Branding Your Blog?
If you are in the blog industry for success and readership then there is really no choice but to brand your blog. You may not even realise that your blog already has a brand of sorts but it simply isn’t a concise or directed one. You may be able to take your existing blog brand and develop it further. Using an existing brand to create a new brand is a simple and easy conversion process that can build new readers without losing old readers.
What Do You Do After the Brand?
It is worth mentioning the most important part of having a brand: sticking with it.
Even an imperfect brand will gain momentum over the months or even years that it is in use, but changing your brand over and over will simply confuse your readership and dilute the impact of any further brand developments. It’s very important for you to find your brand and then stick with it for as long as is possible.
Have you branded your blog? Is it something you’re considering?
Olivia Rose’s hobbies are cycling, playing tennis and blogging. Her favourite thing to blog about is business- especially branding! She suggests a Print Management business such as Hague Print if you are thinking about branding or rebranding your business.
