When creating a blog, you’re creating a business. Even if your blog is a personal blog, it’s still a business. Therefore, it requires a brand. When starting out over five years ago, I had no concept of a brand and didn’t see the importance of it. Five years on, it’s one of the most important aspects of my business.
Branding isn’t just about creating a logo for your site and picking some fancy colours. It’s about building an awareness of your brand, a vibe that people will feel and know when they see it.
Before we look at why branding is important for blogging, what is branding?
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What is branding?
Branding is more than creating a logo and picking a colour scheme. Branding is about creating an emotional connection with your reader. Creating a vibe so that when readers hear or see your content, that emotion is triggered.
Although you control the branding of the business, you cannot control the emotions that come with it, therefore it’s important to have your branding on point to ensure you are telling the reader exactly who you are and what your brand is about.
A successful blogger called Ell Duclos created a brand called the Boss Girl Bloggers. This business is very well branded. When you see the website, Pinterest pin or Facebook post, you can tell it’s the Boss Girl Bloggers.
First impressions of Boss Girl Bloggers:
- Well branded and a legitimate business.
- Female focused.
- There to help you learn and improve, very welcoming.
Although having new readers is incredibly important as it builds more traction, in order to retain readers and make sales you have to form a connection, without actually speaking to the person.
Sounds difficult right?
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It gives your blog a more professional look
If you are looking to blog full time, having a professional brand is going to make it a lot easier. When applying for sponsorship opportunities and partnerships, brands are going to be looking at how you represent yourself before they allow you to represent their brand. Having a clear brand will give companies that extra bit of trust that you are legitimate and you mean business.
You want to build trust with brands and readers as those are the people who will either pay for your content or pay for your products. Set the right tone as early as possible.
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We always say to never judge a book by its cover, but when it comes to blogging, first impressions are everything. Those first few seconds when someone views your site determines if they are going to stay to read your work or not.
Don’t give the reader a reason to leave. Having killer content is one thing, but it has to stand out to get the readers attention in the first place.
Things to draw the reader in:
- Clear and easy to read fonts
- Happy colours and a colour pallet that co-ordinates
- A freebie intensive
- Clear graphics
For example, if you walked into a hospital with dirty floors, no wallpaper and horrible smells, would you trust it? First impressions are everything, even with blogging.
Build trust with your readers
Building new readers and traffic is an important aspect of blogging but it’s also important to retain readers. Retaining readers who are genuinely invested in your brand and content is what will separate you from a hobby blogger to a full-time blogger.
Readers who trust your brand and content are more likely to stick around, purchase products and support your brand long term.
Show your readers that you can be trusted and the first step to doing that is creating a well thought out brand.
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Once you are advertising your blog, you want it to be clear, who you are advertising. If you’re advertising a blue and green logo but then a pink and yellow logo the next week, people aren’t going to remember you from the previous week.
It’s important to make your brand memorable, and for good reasons. The aim is to have readers see your work and think, ‘I remember reading their work a few weeks ago and found it useful, I’ll check out this new piece’.
Simple branding techniques include:
- Have a distinct format for social posting
- Create a blog personality
- Create a voice for your blog, not just for you
- Posting schedule
Creating a community with your brand
The debate of whether kids should wear a uniform to school has a lot of similarities to this discussion. People believe that when kids all wear a uniform, it unites them and allows them to feel like one.
When creating a community with a brand, a similar approach is taken.
People feel more secure in a community when it is unified. Creating a brand also creates a safe space for your community.
Why branding is important for blogging
If you are looking to blog full-time and you want to take your blogging career to the next level, branding is a very important step. It’s not just about selling the content or products, it’s about selling yourself and the emotion that is linked with your brand. If you are lacking motivation on the branding front, tell yourself why branding is important for blogging to get the motivation going again.
A great way to get an insight into your branding emotion is that you can run a case study. Ask a number of people to evaluate your brand, what are the positive and negative connotations with your brand. This is a great opportunity to receive feedback!
Struggling with your brand? Download our FREE branding kit!
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