Welcome to the first lesson of our Think Like a Marketer class! Over the next two weeks, you’ll learn all about branding your blog for success and what it takes to keep readers coming back!
Lesson 1: Tips for Branding
What do you think of when someone says “brand”?
A logo like Apple’s?
A tagline like “just do it”?
A color like UPS’s brown?
If you answered yes to any of the above questions, then you are right. About all of them. But the real answer goes deeper and is much more personal. Good branding is the reason you know you’ll get great service from Nordstrom or that you’ll have a blast on a Southwest flight. It’s the reason you think “safety” when someone says Volvo, not “car manufacturer.”
Branding Your Blog For Success
Your brand is your image. Put another way, it is how people perceive you and your blog. If I could say just two things about brands, it’s that they’re consistent and create an emotional connection.
Your readers probably don’t think that much about your blog’s brand. But branding works for that very reason. Good branding makes you devoted to a product, an evangelist for a service or a fan of a blog, mostly for reasons people don’t think too hard about. It’s that emotional connection and that consistency that keeps them coming back.
5 Essential Tips for Branding
Here are the elements of a well-branded blog:
1. A Clear Purpose
Let’s talk about purpose in regards to a famous brand you all know: Starbucks. Your first guess at their purpose might be that they want to sell more coffee (and other stuff). While that’s essentially true, it’s grander than that. Starbucks wants to be your “third place.” There’s home, there’s work and then… there’s Starbucks.
So, what are you trying to accomplish with your blog? Why are you blogging? Perhaps you want to entertain your readers with stories about your family. Or educate people about how easy it is to live on a budget. A clear purpose helps provide you direction in what you write, in what brands you choose to work with and in how you interact with readers.
2. Strong Name and Tagline
Think of your blog name and tagline like words on a billboard. Just by reading them, a new reader should get a sense of what your blog is about.
A good blog name is memorable. It’s catchy and unique… and people remember how to spell it after hearing the name once or twice. Most of you already have blogs, so don’t kick yourself if you don’t think your name is up to par. Instead, set your sights on creating a killer tagline.
A tagline reinforces not only your blog’s name, but also your blog’s purpose. In fact, you may find that your tagline is simply your purpose. Or your purpose can just be a starting point. Your tagline doesn’t need to be ultra clever; it just needs to tell the reader what they’ll get out of visiting your blog.
Let’s run through a few examples of great blog names and tag lines.
Bakerella
Bakerella plays off the familiar name Cinderella, making it not only clever, but also easy to remember. The tagline is super simple and to the point: sweet inspiration and fun baking ideas.
No fancy, shmancy words. No off-the-wall nonsense. Just simple and easy-to-understand.
Scary Mommy
Two words: Scary Mommy. In an instant, moms feel connected to her because we’ve all been that “scary mommy” before. Her tagline? An Honest Take on Motherhood; the Good, the Bad and the Scary. It tells you exactly what to expect from her blog.
Brené Brown
Brené’s name IS her blog name. She’s built a brand around her name and even adds “Ph.D” as a way to build trust. Now, look at her header. It’s calming, right? Fits perfectly with her tagline: authenticity, belonging, courage, compassion, connection.
It describes everything she stands for in five simple words.
Head over to Copyblogger for more help with creating a tagline you can be proud of.
3. Solid Visual Identity
In about three seconds of landing on your blog, most readers make the decision to either stick around or to hit the dreaded “back” button.
The fonts, the colors, the graphics. All of this ties into your brand’s visual identity. Does your site match what you want your brand to be? For example, if you blog about simple home-cooked meals, your blog’s design should be simple and clean, not cluttered with ads or excessive buttons.
Take extra careful consideration of your header: it’s the most important design element on your blog. Why? It’s a powerhouse that holds your blog name, tagline and visual identity all in one spot. Talk about pressure to get it right! As you work through the homework at the end of today’s lesson, decide if your header needs some refining (or a drop-kick into space). If so, here are few design resources to get you started on something fresh:
- Photography and Illustration: Free Commercial and Stock Photography Sites
- Fonts: 40+ Excellent Freefonts for Professional Design
- Color inspiration: Colourlovers and Kuler from Adobe (Even if you don’t have Adobe design software, you can use this site as color inspiration instead of downloading the palettes.)
4. Defined Writing Style
People come to your blog because of your voice. The words you use, the way you tell a story, the way you make them laugh or the detail you give in your recipes all draw people in.
Your writing is a critical part in crafting your brand. The topics you write about should obviously point back to your brand. But what about the non-obvious stuff?
- Tone: Don’t try to fake it. Just look at the natural patterns of your current posts. Are you casual? More serious? Light-hearted? Keep your tone consistent throughout your posts. It doesn’t mean you can’t write a happy post one day and a gloomy one the next. But generally, stay true to your tone.
- Formatting: Do you have a certain format to your writing? I’ve seen bloggers who mainly write short posts. Some write in all lowercase. Some use lots of bullets or subheadings. And some read almost like a poem (like Nie Nie Dialogues).
Maybe you even have a certain format you follow when you post tutorials or recipes. Or a way that you title your posts. While you may think that no one cares about this sort of thing, readers find comfort in consistency (even if they don’t realize it).
Big brands are sticklers for consistency, too. They create brand manuals that spell out tone, brand colors, formatting and more. In fact, Skype’s brand guidelines are almost 100 pages long (albeit with lots of pictures). Ack! Don’t worry though. You don’t need a mega, crazy brand guideline. Just keep your formatting style consistent.
5. Consistency Across Social Media
Are you jenny4321 on Twitter, skydiver2 on StumbleUpon, and have a blog called A Day in My Life? Stay consistent across all social media platforms. Match your usernames to your blog name or your actual name.
In addition to consistent naming, show the same personality on each platform. You’re probably wondering why on Earth someone would have different personalities on different platforms, so here’s an example of what I mean. If you write killer tutorials on your blog, one reason people would follow you on Twitter is to learn. Your followers probably expect you to tweet about great tutorials you came across or other information that helps them. But what if you mainly use Twitter to rant about your life? Or just to link to giveaways? That voice won’t match your blog. To avoid this, keep all your social media platforms consistent.
Your Turn: Tips For Branding Your Blog Assignment
Sharpen your digital pencils—it’s your first assignment!
1. Describe your blog using no more than five characteristics.
These can be emotional words, visual words, colors, tone, etc. This isn’t your elevator pitch. These are for YOU. What do you want readers to subconsciously think about if someone were to say your blog name to them? Think colors, tone, emotions, design. Ex. yellow, organic, clean, inspirational, educational, eclectic, hysterical, bold, insightful, informational, stylish, colorful, photography, crafty, empowering, bright.
Keep those words to yourself for now as you move to step two.
2. Ask your blog readers to describe five things that come to mind when they check out your blog.
Once done, compare and contrast the answers. Did the responses match how you want your brand to be perceived? While they may not have used the exact words, if you describe your blog as “light-hearted” and they said “somber,” you may have a teensy problem with your brand.
Download your lesson handout here so you have it for easy reference.
More Tips For Branding Your Blog
Be sure you don’t miss a single post from this series. The Think Like a Marketer Class is guaranteed to give you the tips for branding you need and help you learn how to blog better!
- How to Create Brilliant Ideas and Brainstorm
- What’s In It For Me and the Customer Experience
- How to Blog by Giving Your Readers An Easy Button
- Give Readers Choices…But Not Too Many
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Can’t wait to get started!
Twitter: natalialsimmons
says:
I love this! I am so excited to get into this class! Thanks so much for posting!
Natalia recently posted..What Happened to April
Twitter: forloveorfunny
says:
I will definitely be paying attention to your posts about branding.
Lynn from For Love or Funny recently posted..The ugly truth about how novels are written…
Very good advice. Thank you.
Karen@WaistingTime recently posted..The Mad Hatter
Great information and food for thought. Thank you!
Nancy recently posted..Barn Charm Barn Hop 10
Great advice, makes you really think!
This is all good stuff! I’m very excited about this class and I hope it will help me get back into my groove with blogging with purpose! Hope my team is ready for this!
Lindsay recently posted..My Weight Loss Journey – Week 1
Dang it, guess I should create a tag line!
Life As Wife recently posted..Paper Thin
Great, just great.
I’m so looking forward to getting started on this and it looks like I signed up just in time – phew! I’ve been thinking a lot about branding recently so this is very timely.
Jade @ No Longer 25 recently posted..Happiness Is… Happy
Excited to get started.
Heather Johnson recently posted..FAMILY FUN FRIDAY-Bouncer Ball
Twitter: EverythingEvie
says:
This is awesome! I’ve been thinking about changing my Twitter handle for a while now….Guess I’ll get on that now!!! Yay learning!!
Eve @Beautiful Spit Up recently posted..Can’t We All Just Get Along
i have been trying to think of a logo.. for almost… 2 years.. I just signed up .. and printed my homework.. I am unboard still figuring out my total niche…..
lisa fogarty recently posted..zapateado
I need help…again! I feel like I’ve branded myself ok. People recognize me by my candy names and picture. But I still feel like I need help in the design arena. I’m looking forward to this series!
Lolli @ Better in Bulk recently posted..Ask Dr Tanya
GREAT article> Can’t wait to get started on my “homework” and work with the other ladies!
Amanda recently posted..Loaner Phone Part 1- Contact list
This post is such a valuable resource! Branding is SO important… clear, concise, recognizable.
I’ve actually worked in marketing (for big pharma) for a number of years, but shifting those principles to my blogging hasn’t been as smooth as I thought it would.. Looking forward to this!
Sarah
Sarah Cox recently posted..Coffee in the Dryer
Great start to the class!
Jenn @ South of Sheridan recently posted..Seriously
Twitter: redo101.blogspot.com
says:
I signed up early, but don’t seem to be in a class. Tried to sign up again today but don’t know if I made it in time. Would love feedback from other class members!
Mary @ Redo 101 recently posted..End of Week Recap
Twitter: SITSGirls
says:
You definitely made it in time, Mary. We plan on e-mailing our most recent attendees either late tonight or first thing tomorrow morning.
Stay tuned!
GREAT information here! I loved the post you linked to about ditching the idea of niche blogging. In my opinion, niche blogging has to be done close to perfection in order for it to work well. Otherwise, niche posts start to sound boring and redundant. Off to do my homework!
Excited to be placed into a group!
Courtney K. recently posted..“No Mom Talk” Facelift
This is so interesting, insightful and helpful! Thanks so much, I can’t wait to learn more.
Mrs. Jen B recently posted..Spicy Olive Pasta
So excited to be doing this! Already I’ve learned quite a few things and I’m excited to start my homework!
Leah recently posted..Historical Coincidences
Twitter: JennAtFFP
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Great ideas! I actually had a hard time coming up with the fifth word.
Jenn@FFP recently posted..So A Funny Thing Happened Last Night…
Twitter: stephmommybrain
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Can’t wait to hear what the other ladies in my group have to say!
These are really good tips! I’m excited to know more. I’m glad I signed up!
The Reason You Come recently posted..Fight and Flight
Thanks! We’re glad you signed up too!
Melissa {momcomm} recently posted..Six Non-Spammy Ways for Bloggers to Engage with Other Facebook Fan Pages
So much great information here!
Twitter: Modern_Gypsy
says:
Great information here! Especially the part about “no niche”!
Modern Gypsy recently posted..BOM- Mosquito by Roma Tearne
I just completed my first assignment! I am excited to see if my group sees what I was trying to say with my blog!
Donna recently posted..Amazing Affordable Bath Salts and Body and Bath Products that Smell Great from Drugstorecom
Twitter: Myne_Whitman
says:
A great opportunity to improve on my blog, love it!
Myne Whitman recently posted..25 Questions Tag
Tks for the lesson No.1, I am reading carefully and I see I will learn a lot.
tks again, dalyse
This is awesome! I am really excited about getting started and getting my site up to par before I get too far in.
Ginger recently posted..do it yourself- growth chart
Twitter: toristoptalking
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Excited to get started!
Twitter: mrswndr
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The printout is great! Looking forward to rest of the class
Excited to get rolling!
Ashley recently posted..Grateful Proud American
Very insightful. I have a brand, but I don’t have a descriptive tagline since I think the name explains it all. Hot Pink Combat Boots (reads by title alone: girly girl in the military). OR…is that a bad assumption? Great things to ponder, thank you for the lesson. PS – PS – I just posted a new giveaway. A BOX of goodies from GERMANY, items hand picked for the winner. $100 value. Enter here:
http://www.hotpinkcombatboots.com/2011/05/giveaway-surprise-package-from-germany.html
Ms. Michelle recently posted..Water for Elephants and Super Cute Wellies
Michelle- I think your blog name is the perfect example of a blog that doesn’t necessarily need it! You COULD create one but your name is really great! I’m going to use your blog as an example in a post I’m about to publish!
Melissa recently posted..Blog Critique- Before the Baby Wakes
these are some really great tips! Thank you for sharing
Angie recently posted..Apples and Sweet Potatoes Hash
This is very valuable information that I am definitely putting to use!
Twitter: jenhavice
says:
Thanks gals! This is such a good reminder for people. Consistency is so important. I’ve been working on that for some time now. Presence is key but without consistency people get lost.
Now I need to go and introduce myself to my group.
When Pigs Fly recently posted..A Few Thoughts On The Wedding That Was
Such a good point– consistency is more important than people give it credit for.
Melissa recently posted..Blog Critique- Before the Baby Wakes
I’m so behind. I need this lesson too .) thanks for such great resources!
Christy, HOMEmomMADE recently posted..Facebook 300FanGiveaway
THANK YOU THANK YOU THANK YOU! Finally, easy to follow, read and digest answers to those questions that have been nagging me. I’ve got a dry erase board filled with ‘ideas’ and stymied (SAT word- look at me) as to what to do with them. I cannot wait for more. Okay, maybe the 3rd cup wasn’t decaf at all!
thegirlfriendmom recently posted..Hey Moms- The Girlfriend Mom Needs Your Help!
Your comment really had me laughing! Thanks for the nice words– I’m all about giving people concrete advice vs. fluff. Who needs fluff right?!
Melissa recently posted..Blog Critique- Before the Baby Wakes
Great stuff…can’t wait for more
Nicole recently posted..so this is love
Thank you for this information..it is truly helpful!
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Twitter: lifebycynthia
says:
Great information. I am so glad that I stopped in to check this out. Extremely helpful!
Cynthia
Cynthia recently posted..Wordless Wednesday – My First
Excellent article with lots of food for thought!
Thanks for the links for extra research. I want to look into this more in depth.
Kudos!
Teresa recently posted..Gift Ideas for the Western Loving Dad
Finally back in town..a little catching up to do! Thanks for this lesson. I’ve known I’ve needed it so now it’s time!
Sandra recently posted..Mothers Dont Know Everything
oh where have I been?? i just found you. Because I am trying to figure out the whole social media thing. . should you be the name of your blog on twitter and facebook or should you be your name even though your blog is not your name. . . so I googled that and found ya’ll. . .I am so excited to take all this in. . so much here to learn! Wow. .what a great resource. . thank you for the time you have given writing all this.
Unless you’re already really well known by your name, you should use your blog’s name/title because that’s what everyone new to you is going to remember you by. For example, my blog is The Closet Coach, so I’m @closetcoach on Twitter, Polyvore, Flickr, etc.
Heidi/The Closet Coach recently posted..How to look sexy in a swimsuit without wearing a bikini
Another tip for staying consistent across social media platforms: use the same avatar everywhere you go. (Gravatar is good at helping with this.) That way someone who follows you on Twitter, for example, will recognize you if they find your page on Facebook, or your Flickr account. Make sure this same image is on your blog somewhere, too, to connect the dots for readers.
Heidi/The Closet Coach recently posted..How to look sexy in a swimsuit without wearing a bikini
This is something I need to work on…I have a tag line that I like … but now a brand that will balance my items..Thanks for this!!
Regina recently posted..Kabibe Shell What is that
Twitter: MakingLemonade1
says:
Melissa, I’m just getting around to read this now (it’s been open as a tab in my browser FOREVER!) and it’s a great article. Marketing 101 for those of us who did not major in it! Here’s a question I’ve had for awhile: I use my logo as an avatar on Twitter, Facebook, etc. to make it feel more “branded”. Would a personal photo be better to connect more, the face behind the blog, so to speak? I wonder if I’ll get more interaction that way? That’s what most of the big blogs do…
Thanks!
Carrie recently posted..Tidbits from Lemon Land
Cary- Sorry for the SUPER delay in commenting back! There’s no way to subscribe to comments so I have to pop back here every so often to see!
Thanks for the kind words– glad you like the article! To answer your question, there’s no hard and fast rule but MY opinion is you should have a face on Twitter. With Momcomm, I have a logo on Twitter but that’s because I have my picture on my @adventuroo account and it would be confusing to have both. In general though, people DO connect more with faces.
With Facebook, I have my logo only since my FB personal profile has my picture. BUT they let you design a longer badge now so I may actually design something that has my picture and my logo on a badge. Just remember to design it so that there’s a part that you can crop into a square… a square avatar is all that will show up if you post a comment as your fan page.
Hope that helps! If not find me @momcommblog on Twitter and ask away!
Melissa {momcomm} recently posted..Blog Critique: Mom of 6
Twitter: motherofanimals
says:
Even though my degree in communications is from 1989, these tactics have not changed, just simply been redirected to the internet. Fascinating.
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