Blogs are an extremely flexible & effective business branding tool.
There really isn’t a business out there that cannot benefit from the use of blogs, as part of business branding strategy. In fact, for some people, blogging is actually their paying business. This tool can add onto branding efforts no matter the product, service or idea that is in the spotlight. The blog itself can even be the “brand” in question.
Check out how versatile blogging can be for business branding and cultivating business interest:
- Product blogs – Blogs that are designed to promote a specific company and its products might contain news about upcoming releases, how present products are used and other related tidbits of information.
- Service blogs – Companies that sell services rather than specific products often use blogs to share information about their industry, to share tips on how to tell when a service call is needed and so on.
- Professional blogs – Doctors, lawyers, accountants and other professionals use blogs to get their names out on the Internet and to share vital information with readers. A doctor, for example, might write posts about maintaining health, how to tell if someone is sick and what to expect from certain treatments. This type of blog builds on the professional’s own brand.
- Government blogs – Many governmental agencies on the city, county, state and federal levels now use blogs to impart important information to citizens. These blogs can range from highly newsy and formal in style to very conversational. The idea is to create an outlet to quickly and effectively share news and information with residents.
- Artistic blogs – Published authors, journalists, artists, musicians and others in the creative fields use blogs to boost their own brand recognition. They often use these vehicles to update fans on their current projects, to share personal news and more.
- Niche blogs – In some cases, the brand is the blog itself. Some entrepreneurs create blogs geared to a specific topic and build themselves up as authorities on the said topic. To generate income, they sell advertising on their blogs or act as affiliate marketers for products related to the niche. The better the branding efforts here, the more likely it is the blog will be able to establish itself as a reliable authority on the subject matter. This, in turn, can build the brand and traffic on the site at the same time. When these two things happen, advertising or affiliate revenues can go up thanks to the exposure received.
- Organizational blogs – Many nonprofit organizations now use blogs to connect with their supporters. These blogs might contain information about fundraising efforts, public appearances, current public service campaigns and more. Blogs have proven very effective for helping build the brand recognition of different nonprofit organizations while also assisting them in gaining support and even reaching out to clients they service.
The beauty of blogs is that they can be used in a variety of ways to reach out to readers and build and maintain a following. The exposure gained through this format can prove to be a very powerful force in building a brand and the business behind it.
Blogging for Business Branding Exposure Pays Off
Do not underestimate the power a blog can have for building the recognition of a particular brand. When a blog becomes a force on the Internet within its own specific niche, traffic numbers can go through the ceiling. Keep in mind that traffic on a Web site is similar to customers walking in through a front door – some will purchase products and services. The more traffic obtained, the more likely it is success will follow.
When a blog is successful, ranks high with the search engines and garners a lot of traffic, it can pay off by:
- Building brand name recognition – The more visitors a blog pulls in, the more people around the globe will hear about a particular brand. When this exposure is coupled with a solid product, service or company and other branding efforts, people will become more familiar with the brand and more comfortable with it.
- Creating a buzz for a brand or product – The exposure gained from blogging can get people talking about a specific brand. This builds word-of-mouth advertising and can greatly impact the number of customers a company receives.
- Increasing direct sales – When blogging efforts pique client interest, the real results can show up in the bottom line. The more a brand is understood and talked about, the more likely it is people will trust the brand’s products enough to purchase whatever is being sold. Whether your company sells cereal, offers a service or simply writes a blog as an authority on a specific topic and generates revenue from advertising on the blog, exposure can result in bottom line growth.
The Business Branding Advantages Of Blogging
Blogging might not be the only way to get the word out about a brand, but it does have its advantages. Whether it is used on its own or, more appropriately, as part of a multipronged business branding campaign, this format does have its share of advantages. Unlike other forms of advertising to build brand recognition, blogs tend to be:
- Highly affordable – Launching a blog is something that can literally be done on a shoestring budget. It costs next to nothing to establish an effective blog. While it is certainly feasible to put a sizeable investment into the effort by hiring pros for design and writing, these expenses are not necessarily required. Pros can make blogs and the sites they are built on look and present better, but costs can be kept down through a do-it-yourself job when necessary.
- Popular – The short, to-the-point format of most blogs makes them highly popular with readers all over the globe. The credibility of some blogs as authorities on their specific topics is helping this format gain greatly in popularity. Consider how many blogs are now spotlighted in the news and the growth in popularity will become evident.
- Very flexible – While companies and organizations might have (and probably should have) style guidelines for their blogs, the format remains highly flexible. This is a creative outlet for reaching out, creating brand recognition and communicating with readers.
- Easy to update – The relatively loose style makes it fairly easy to keep a blog updated. It is not necessary to have highly polished, multipage posts put online every day to reap the rewards of blogging. Even a short post of 200 or 300 words can be useful for updating a blog and ensuring its content is fresh. While quality pieces are essential, they do not have to take up a tremendous amount of time to produce.
- Fun – Maintaining a blog and learning to use the tool to capture an audience is actually a fun undertaking. This is one of the most enjoyable ways to reach out and connect personally with clients and potential clients.
Blogging is an effective, low-cost way to gain attention, drive traffic, & establish business branding. The audience on the Internet is potentially endless as more people get online and it stretches well across international boundaries. This means companies can reach out and literally grow their businesses on a global level using this high-tech, low-dollar tool.
The versatility of blogs makes them perfect for any business branding campaign.
From international corporations to individuals working on at-home businesses, blogs are fast becoming a highly prized vehicle for communicating brand messages and building relationships with clients. To truly tap into the potential power a blog has for supporting branding efforts, the first step involves creating the platform.
This is this first in a series of business branding articles & our (free) Business Branding & Blogging eBook to be delivered to site members.