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How to Brand Your Small Business With a Blog

Tue, 06/03/2014 - 12:16pm | by Jessica Watts

How to Brand Your Small Business With a Blog

Many small businesses that bump along unnoticed for ages tend to look down upon brand building exercises as mere frippery – it’s something that big businesses with too much money do.

In truth, though, the way modern markets and consumers are set up, it can be difficult to get anywhere without adequate branding – even if all you have is a lemonade stand.

For very small businesses, their blogs can be a great aid in getting their branding off the ground.

Obtaining branding through an online persona

Businesses try hard to create branding for the same reason that they put their messages to music and call them jingles – they help keep a message on the consumer’s mind.

When you have a successful branding effort, you need to work less hard to convince people to choose you over the competition. Your branding helps create a unique identity for you in the consumer’s mind. Each time he thinks of a product that you deal in, he can’t help but think of your business. If you don’t have branding, you have no way of standing out among the competition.

Large businesses build their brands by telling their story – through their sponsorships and charities, their product placements in movies, their high-priced logos and their websites. The common thread that runs through all of these activities is that they help brands tell their story – whom they would like to be associated with, what they are like, how good they are and so on.

A small business can achieve branding identity by telling its story in whatever way it can, too. A blog happens to be one of the best storytelling tools available. It helps the customer base learn about where the company comes from, and what its aims are. That is what branding is all about.

Consider a small business selling 4G Internet plans in a small neighborhood. Can such a one-man operation build a brand? Many people don’t really understand 4G yet. What places are such services available? How dependable are they? Are they a waste of money? The small business that sells Internet plans can start a blog that talks about how opaque and unfair the big carriers are in the way they price these plans and provide scant information.

In the mind of the public, this little store gains branding as “the rebel”. Once a business has a brand, it gets an image, much like a person does. People begin to think of businesses more when they have an image, just as they think of characters in movies. Branding makes a business real.

Branding promotes conversations and word-of-mouth

Business blogs aren’t press releases. They aren’t supposed to simply put out thinly veiled advertising and call it a blog. Instead, their writing needs to be provocative enough that it can get people engaged in conversation. When people realize their conversation started on a business blog it can give the business a special identity in their minds

Put a lot of emotion into your blogging

Businesses don’t tend to be particularly transparent. They may put on a show of being fun and friendly; being transparent and open isn’t what they do. For this reason, to most people, the businesses they deal with tend to be an unknown quantity.

Being an unknown quantity isn’t conducive to brand building. While other businesses waste their time being inscrutable and then pretending to be friendly, you can throw your business and your personality open through your blogs. The longer you do this, the more you identify with the “transparent” brand. This is a great place to be.

Jessica Watts is a branding consultant. She loves to write about branding on small business blogs.


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