A brand is a very complex notion and, nowadays, it has become a used word, both in the online and offline world. To clearly delimitate the meanings of the word “brand”, a lot of good specialists have written a multitude of thick books while others have dedicated entire blogs to the subject so it’s somehow unappreciative to write only a few phrases about it.
A brand, for the common use, is an entity that, built along time, has become the symbol of something which is regarded by the public as a provider of quality, trust or efficiency. More pragmatically, the brand is the one that makes a buyer choose a product made by the company even if it is expensive (and sometimes more expensive than a similar one).
The Internet has benefitted from a tremendous evolution and it was only normal for the idea of the brand to be presented here; the idea of developing a brand for a blog is almost a novelty, however could it be a worthy idea? As a personal opinion, I am sure that it was implemented, as there are some blogs which are treated as being real authorities and these posts are enjoyed by a huge numbers of readers. An elitist blog is a good source of uncountable days of no break for the admin, but it could be regarded as a financial opportunity. So, how to make a brand for a blog?
First of all, we should assume that this is a never ending process so patience is the main fuel in this perpetual trying, but there are more to add to the perfect recipe:
6 Tips to Make your Blog “A Brand”
1. Establish a clear path to follow
To be a real authority, a blog should establish a clear field and a patent of posting; a mixture of subjects and forms of posting isn’t a sign of professionalism so it’s hard to become a brand in such a context.
On the other hand, don’t go to the opposite extremity, it’s normal to ensure a good variety of subjects, but it’s better to have small connections, for example a blog about web design could contain posts about development, freelancing or even blogging, but it’s unjustified to write about math or physics. The schedule of posting has a pretty important influence on the overall construction of a brand; it is a must, for the progress of a blog, to have regular readers who know the frequency of the posts. I know this is hard but most of the well known bloggers consider that daily posting is the best ratio, not too much to annoy the readers, not too little to make the audience forget about the respective blog.
2. The posts should be high quality and interesting
At the first point, I emphasized that the readers should be kept up-to-date with your frequency of posting so as to be back on the blog and enjoy the latest articles, but they should have a reason to do that. Definitely the main ingredient of this coming back is the quality of the posts; we are all lacking the time, so why would someone want to waste his time for postings of inferior quality?A good solution to attract more and more readers is to have impressive giveaways and very interesting subjects; in this way, an undecided surfer could land on your page only to compete for a gadget or a book, but he can notice that the blog is very good and from now on, he may come back regularly to check the latest articles.
3. Become an authority in your Niche
I hope that it was obvious, from the start of this list, that all my tips are only the chapters from a coherent policy of self promoting and the final result is gaining the respect as a brand so everything is interconnected. Probably, the middle way between an ignorable blog and a brand, is the status of authority. The majority of the specialists consider that an authority is recognized and respected only by the people who activate in the domain while a brand is universally recognized. The natural way to grow and develop is to firstly turn into an authority; all the people in the respective niche should see you as a dominant opinion.
4. Communicate with people
A good communication with the readers is the perfect method to maintain a well known blog. I know that we are living in the world of speed, social media, but still the world of mouth has its influence so don’t ignore it. We never should ignore that the common people are the ones who truly built a brand; if the people aren’t sure that you are the best solution, then there is still much to work out.
5. Be distinctive and original
A branded blog needs to be distinctive – it is much more than a simple requirement, it is an imperative of survival. Think of this: we can find tons of T-shirts at the mall and many of them look pretty similar, but there is almost no buyer who doesn’t recognize the swoosh of Nike and buys such T-shirts. A lot of people prefer buying high quality products and the little logo of Nike is the guarantee of it; in this case the swoosh makes the big difference and the huge company is truly a brand.
In our example Nike was original and distinctive due to the logo - people noticed that they make good clothes and recognized them with the help of logo. The same process should be done with the blog; people should be aware that when they see your logo or hear your address, it should be something interesting, deserving a click.
6. (Optional) Hire a specialist/ team of specialists in branding
It really depends on the budget and the personal aspirations; a blog which is respectable has a huge numbers of readers and many posts which are difficult to be handled by a single person. When we are in this situation, the best solution is to hire someone who really knows how to promote the blog, usually a single major error is enough to have a drop down in traffic and surely it is a step back in the course of becoming a brand.
In a nutshell, to make a brand of your blog isn’t an easy task; you should be patient, hard working and optimistic. Don’t forget, be positive!