Build a Better Blogging Brand:
Bret Love @GreenGlobalTrvl
How a Unique Identity is Key to Blogging Success
Today’s Key Take-Aways:
• What is Branding/Rebranding?
• Understanding the Power of Branding & How it Benefits your Business.
• 10 Actionable Items for the Branding/Rebranding Process.
The Power of Branding: Case Study
• Branding is crucial to developing a long term sustainable business.
• Branding is just as important, if not more important than traffic and social media followers.
• Branding can build traffic and social media followers, but social media and traffic can not build Branding.
Branding Theory
SURVEY• 56% worked with Bloggers more than once a
month.
• 83% will work with Bloggers more in 2015.
• 77% use Word-of-Mouth to find Bloggers. More than Google or Professional Organizations.
@GreenGlobalTrvl
What Companies Want in BloggersTangible Statistics
External Freelance Outlets and Demographics are equally as important as site traffic and social media followers.
Most Important Intangibles
• 91% said Content Quality
• 73% said Professionalism
• 60% said Brand Alignment
Which do you prefer to work with:
A general interest blogger with broad audience reach, or a less popular blogger whose well-defined brand
matches your target demo?
• 63% said Well-Defined Brand
• 32% said it Depends on Client
• 5% said Broad Audience Reach @GreenGlobalTrvl
“It is never too late to be what you could have been.” – George Eliot
“It is never too late to be what you could have been.” – George Eliot
What is Branding?
• It defines your unique identity.
• It provides structure for building (or rebuilding) your business.
• It provides the blueprint for every decision you make.
Content
Services
Products
Letterhead Content
Logo Photos
Advertising
Newsletter
Videos
Social Networks
PromotionsPartnerships
Interviews
Presentations
YOUR
BRAND
When to Rebrand?
• New Company or New Product
• Revitalize your Brand
• Changing your Brand’s Name and/or Identity
Why You Need A Brand Identity
• Provides a tangible way for people to understand & recognize your brand
• Differentiates you from other brands
• To communicate your ideas effectively
• To distill all the elements of your vision into an easily digestible whole
10 Ways to Communicate Your Brand Identity
• Mission Statement• Name• Tagline• Logo• Site Design
• Content• Social Media• PR Outreach• Advertising• Freelance Work
Mission Statement
Your Mission Statement defines your purpose for existing, spelling out your goals and guiding decisions.
@GreenGlobalTrvl
Business Name
Choosing a name is less about being creative and more about telling your story and helping you stand out.
Things to consider:
• How it Sounds • Ease of Pronunciation• SEO Research• Trademark Availability
Choosing a Tagline
• Short• Different• Unique• Easy to Remember• Captures Brand Essence
5 Logo Types
Wordmarks
Letterforms
Emblems
Pictorial Marks
Abstract Marks
Website Design
Things to consider:
• Graphic Design Style• Imagery That Reinforces Branding• Typography• Ease of Navigability• Mobile Responsiveness• Color Palettes
Reinforcing Brand with Content
• Impactful Stories: Why Should They Care?
• Diversify: Appeal to Different Readers
• Engage Readers in Conversation
• Be Transparent
• Avoid Too Much Self-Promotion
• Make Sure Guest Posts Match Mission
•
PR Outreach
• List Brands You Align With
• Research Their PR/Marketing Reps
• Create Spreadsheet of Contact Info
• Send Press Releases Re: Major Milestones
• Update List Regularly
Native Advertising
• Fits Seamlessly With Other Content
• Services Readers, Not Just Advertiser
• Reinforces Your Brand Identity
• Advertiser Not Necessarily Focus of Story
• Aligned Brands Trying To Reach Your Audience, Not Game SEO
Freelance Work
• More Outlets = More Press Trips & Partnerships
• Pursue Outlets Where You Can Reinforce Your Brand Identity
• Balance Broad / Niche Audience Reach
• Consider Opportunity Cost of Every Decision
Today’s Key Take-Aways:
• What is Branding/Rebranding?
• Understanding the Power of Branding & How it Benefits your Business.
• 10 Actionable Items for the Branding/Rebranding Process.