Branding your small business requires using multiple avenues, including maintaining a blog. While this is optional and not every business owner will feel comfortable doing so, it can be a great step in the right direction. While social media is another highly encouraged form of branding yourself, it has its limitations. With your own blogs, you can add content as you see fit, with no image or text length limitations. This gives you more freedom to post what you want and when you want. Here are some tips if you want to brand through blogging.
Make Your Blog an Extension of Your Brand
If your blog is too different from the brand you have for your business website and social media, it is going to get very confusing for your readers. Instead, make it an extension of your brand, where it flows perfectly with the branding style and voice you have for social media and your business website. If you have a business logo and color scheme on your site and social media profiles, it should also exist on your blog’s layout and design.
Maintain Your Voice
Another thing that should be the same on your blog as other communications online, is your voice. Part of your brand is the voice you choose to have. If you are more casual and funny on Twitter and Facebook, then by all means let that extend to your blog. You have even more freedom and creativity with a blog post, so it gives you more of an opportunity to truly let your voice shine. Always write in the same style for your posts. If you decide to get help writing for your blog, make sure the writing is seamless and there isn’t a difference between your writing and others. The obvious exception would be if you have guest blog posts.
Watch Your Competition, Don’t Copy
While it is always a good idea to keep an eye on your competition (they keep an eye on you!), you shouldn’t be copying them. If you follow competitors’ blogs, never post about the same thing. It is acceptable every once in a while to use the same type of subject, such as an upcoming trade show or event, but put a brand new spin on it. When you get not the habit of recycling something existing on every other blog in your niche, it gets tedious and you lose branding power.
Mix it Up
Something that keeps blogs interesting for branding purposes, is mixing up the type of posts you have. You should be updating regularly, but not necessarily with the same format every time. For example, if you write a long, 1,000-word instructional blog post on Monday, post a quick and short quote on Tuesday that gets your readers thinking, and a Vine video with a short introduction on Wednesday, followed by another informative and written post on Thursday.
By following these quick and easy tips, your blog will start gaining viewership and maintaining regular readers.