Your business blog is like your logo, it travels out into the world and represents you and your business. At the very least it should be recognisable.
Your blog posts – whether they are seen on your website, in your newsletter or on social media – need to reflect the personality of your business. You are familiar with the McDonalds logo – and even if you don’t realise it, you also expect the staff to speak to you in a particular way – ‘would you like fries with that?’ and you expect the burgers to be wrapped just so.
You may not be an internationally recognised company, but your blog should still be a clearly defined extension of your brand:
Good branding is so much more than a logo, a colour-set and a good tag-line. Branding is personality. It is the culmination of everything you do in your business, right down to the way you communicate. Like the McDonalds example, your audience will expect you to speak a certain way when you talk to them, face to face or through your blog.
Professional, friendly, casual, it doesn’t matter as long as it reflects ‘who’ your business is. Remember, strong personalities stand out. Find the voice that suits your business and make sure it is consistent across all your communications.
Voice and language are subtly different. Voice is like the type of outfit you choose, language is the cut and fabric the outfit is made from. It is an extension of your ‘voice’. In fact your voice will determine the kinds of words you use. Develop a language set by listing words to use and words not to use. Are the words right for the voice you are using and your intended audience?
Because humans are so visual – we see and understand an image seconds before we have translated a set of words (words are only symbols, we attach meaning to them when we learn to read. In and of themselves, they are meaningless). By developing an image-set that fits your brand, your blog will not only sound like you, but will look like you as well. The more literal and generic your imagery is, the more forgettable it will be. Try to find images that relate to the subtext of your post, and is not a literal interpretation of your topic. Visual metaphors are some of the more powerful images you can use.
This may seem contradictory but your overall purpose is not content, it is sub-text. Your purpose, or your ‘why’ is like a hammock – it supports everything you do in your business, including the topics you choose for your blog posts. The more focus and clarity your posts have, the more purposeful your content will be.
By setting up your business blog to be an integral part of the way you communicate with your clients, prospects and peers, you must ensure that it is a seamless extension of your brand personality – and the more details you can get right, the stronger your blog will be.
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