Welcome To The BLG (Biggest Little Group)


For the past six years, I’ve dedicated myself to the craft of branding in all its elaborate definitions and executions.  SmartBrand (and this blog we’ve called SmartBrandBlog,has been my passion and focus throughout those years, and I’ve had the pleasure of working with truly talented people for some amazing clients.  Throughout my experience, it became apparent that my clients really all wanted one thing: a single source, turnkey effort for their communications through marketing, advertising, pr, web and social channels.

The problem was, quite frankly, within the term “brand” itself.  For me,  a “brand” is your business and personal communications strategy.  The same kind of detailed planning and strategy a competent attorney or accountant would bring to your business; you need for your integrated communications as well.  Branding is  strategic planning, competitive positioning and creative consistency that lives in every aspect of your business, from both personal and business perspectives.

Where does your brand reside?  Not on a well designed piece of paper;  but in the minds and hearts of your customers and prospects.  Their perception is really your brand, and not simply how you want to be perceived.  Branding is, at its very core, about building your own community of loyal fans and participants: people who love what you do; and why you do it.  Branding is so much more than graphic arts, media, or photography – yet it is at the core of all those, and so much more.

As a collaboratively structured company, SmartBrand assembled a pool of amazing freelance teams to meet client’s goals and needs; and we were pretty darn successful at it.  Still, the many individual interpretations of the term “brand” simply didn’t communicate the scope of our work and focus to a majority of our client roster.

Which leads me here today to BLG (Biggest Little Group).  A new, fresh, small, talented agency that singularly addresses and solves your brand’s communication needs.  A full service, turn-key, kick-butt group of professionals who have already worked together as partners.

I hope you’ll continue to check back with our blogsite as we talk about the many people, places, events and images we help our clients create and celebrate.  And certainly, please return to contribute to the love we feel for this amazing community – our Biggest Little City In The World.

Because you, the good people, amazing places, engaging events and lively discussions of northern Nevada – are at the very core of our agency brand.

8 Smart Brand Pivots


Here at SmartBrand HQ, we’re undergoing exciting changes.  As a natural progression of our business model, we’re continuing to build on our own brand and services through finding new ways to help our clients achieve their goals.  Exciting new approaches have arisen from our team, all of which are being integrated into a new communication strategies and goals.

Throughout this internal process, we’ve continued to build on our client’s successes, while uncovering the opportunity to metaphorically “pivot” our primary business functions and goals.   We’ve read insights from many resources, and have found one to be of true value that we thought you’d find helpful as well.

In  Lessons Learned , Eric Ries coined the term “pivot”, and start-ups took serious note to develop companies that can quickly change directions, while remaining grounded in their valuable experience. With a focus on both the past and the future, this became a cry for the adaptation in business now considered required in today’s volatile market.

These pivoting brands understand that they may stray from their original vision, but not the practices and principles that lead each step in their development. A true pivot is a refocus of the past and not a brand new adventure.  More than a 2.0 version of the first concept, a pivoting company leans into the future with its past knowledge as the anchor.

Ries identifies eight unique pivots – each with their own focus and intent:

  1. Customer Problem:   A customer pivot allows you to repurpose the same product to address a different problem for the same customer.  Consider Starbucks, who pivoted from selling coffee beans and espresso machines to brewing and serving drinks.
  2. Market Segment: Take your existing product or service and use it to solve a similar problem for a different set of customers. This may be necessary when you find that consumers aren’t buying from you. This can also be more of a marketing pivot, than a product/service change.
  3. Technology: Engineers often fight to take advantage of what they have built.  Their best pivot is to re-purpose the technology platform – to make it solve a more pressing, more marketable, or simpler problem.
  4. Product Feature:  Take special care to pay attention to what your customers are actually doing, rather than what you want them to do. You may need to focus and remove features, or perhaps broaden features to offer a broader solution.
  5. Revenue Model:  One pivot is to change your focus from a premium price/customized solution to a low price, commoditized solution. Another common variation worth considering is the move from a one-time product sale to monthly subscription or license fees. Another is the famous razor versus blade strategy.
  6. Sales Channel: Startups with complex new products often start with direct sales and building their own brand. When they find how expensive and time-consuming this is, they need to use what they have learned from customers to consider a distribution channel, e-commerce, white-labeling the product, and strategic partners.
  7. Product Vs. Services:  Products or services can be too different or complex to be easily sold. Now is the time for bundling support services with the product, education offerings, or simply making your offering a service that delivers a core product.
  8. Major Competitor:  What can you do when a new major competitor jumps into your brand’s space? You can charge ahead blindly, or focus on one of the above pivot strategies to build your differentiation and thrive.

In each of these forms, change isn’t simply adding a new feature in hopes it will create overarching change.  Key to pivoting is identifying trends from metric data and real market experience, then finding the optimized product/service to fit the market.  The trick is to make this transition without leaving your core market, or worse – hurting your credibility.

Before pivoting, look for multiple data points.  As no product can satisfy every customer, no pivot should be made based on a single response from a customer, friend, or press source.  If your internal team is frustrated, that’s a perfect first sign of the need to pivot your business model.

Before you do decide to pivot, seek your investors and advisors help so there are no surprises.  As a brand in change, your ability to adapt in chaos is key to your growth – no matter what size company you are.

Is it time for your product or service to pivot its brand strategy?  We’d appreciate your sharing your experience with our readers!

Have You Connected To Your Cause?


Brands today strive harder than ever to rise above the din of conversations to make lasting impressions on their target audience.  Aligning your brand with a social cause that is in sync with your values and goals has become an important way to attract and keep a growing fan base of followers.

After presenting to an organization of non-profits last week on the importance of branding for their marketing efforts, it occurred to me how many of them try to reach a broad audience with their specific appeal, rather than align themselves with business or personal brands that could elevate them faster to broader recognition.

Companies that are successful in partnering with their customers for social causes share similar traits.  They start by considering their consumer’s purpose and needs (not just theirs), then engage them in a series of truly meaningful experiences that make an impression for a lifetime – not just a moment.  That life-long impact creates a more meaningful bond with the brand, and ultimately results in benefits directly to the bottom-line.

Social cause marketing isn’t just another marketing fad, it’s an opportunity to re-think how you connect with your customers, and how you might create a process that delivers truly meaningful communications that have an impact forever.

Mutual Values

If your brand is clearly defined, you’ll have a core set of values you can easily communicate.  When you align those values with another cause that people already support, it’s another important validation that your part of their tribe and culture.  Social media allows us to show our support with a simple click, which is a perfect opportunity to open the door to a much deeper relationship.  By creating messaging and online resources that align with the right cause, you’ll not only increase your brand’s awareness, but you’ll drive action and inspire others to follow your lead – which in turn strengthens your brand’s online appeal.

Finding The Right Fit

Your cause doesn’t need to come by an already established formal organization or nonprofit.   The key is identifying a cause that your brand and others can eagerly support.  The key is to find a connection  between your brand and a cause that makes sense – especially to your specific audience.

Start by asking yourself what are the things your service or product is invested in for the long run.  What do you really believe in?  What type of belief would inspire others to buy your products/services and support a cause at the same time?  While the process may seem a little callous at first, it’s critical to take into consideration how to partner with your cause in a way that benefits everyone – especially your brand.

Align The Messages

Ask yourself a few key questions before you commit to a cause.  Where is your brand now, and where does it want to be? By aspiring to what you want to become, you begin the motivation for uplifting the partnership between your brand, and your cause.  Focus on becoming inspirational and sharing stories that can resonate with your specific audience, and entice them to share with their circles of friends.

What can your cause engagement do to really inspire people?  What stories can you create that will undoubtedly be shared with your friends and their friends?

Resist the temptation to insert your message into the cause.  Authentic cause relationships must be honestly transparent.  Once your audience gets an inkling of an idea that you’re using the cause simple to benefit your brand – the benefits vanish.

However, once you engage the right partnership and align your campaign messaging with their cause, you’ll create something that resonates with your audience…not simply more information for them.  Be sure to stay focused, and don’t forget to exercise control to keep your messaging on task.

Here’s Your Chance To Think Big – Really Big

The smallest campaign can catch a wave of support if it’s properly positioned and delivered.  Social media enables even the smallest cause campaign to go viral – and it doesn’t take much other than transparency and honesty to reach thousands of supporters with very little investment.   While you’re building that relationship, don’t forget to dream big, and inspire others to follow that dream.

Now is not the time to think solely about your brand’s engagement – dream of how big you might grow your cause related campaign and how best to work toward that together for everyone’s mutual benefit.

What causes is your brand aligned with?  Can you share an example of how cause marketing has worked for your brand?

Reno Rallies Through Social Media


Courtesy of Gary Weinhiemer

In a blazing display of community engagement and social media support, Reno’s Veterans Guest House was recently presented with a check for $250,000.00  from The Home Depot Foundation’sAprons In Action” Facebook contest.

During the Aprons in Action Contest, which began in April 2011, The Home Depot Foundation’s Facebook page served as a platform for 44 non-profit organizations to earn funds totaling $1 million through Facebook votes and to generate further awareness of their community efforts.

Through Aprons in Action, each nonprofit heightened its visibility both locally and nationally.  As a result, the nonprofits have been able to establish new community partnerships; have experienced an increase in volunteers lining up to help; and have seen exponential growth in Facebook fans and followers.

As Noreen Leary, C.O.O. of the Veteran’s Guest House noted: “We went from 325 likes on our Facebook page on 2/1 to 1540 likes today. Wow!!! Engagement unbelievable. Those 1500 have 340,000 friends. So the viral reach is amazing.”

While fundraising through social media isn’t anything new, this specific achievement is an important development from several perspectives:

First, and perhaps most notably, the local non-profit received 75% more votes in comparison with other much larger communities like Detroit, New Orleans and  Salt Lake City.  Think about that: Reno is a community of approximately 220,000 people who didn’t just beat, but crushed the engagement of cities like Detroit with 920,000 – four times its size.

While Reno had suffered years of poor brand image and perception, and has endured a tragic year of natural and man-made disasters, the community rallied online to support a small non-profit at its core.  Not only did the northern Nevada residents become daily participants in this contest, media support was unrivaled with television, radio and news channels seeking even greater community support.

Secondly, Facebook’s power to connect community and focus attention on a hyper-local basis has become a centerpiece of fundraising for nonprofits of all types.  Who can deny the potential to engage community donors in an effort that simply requires a moment a day to participate?  How many new individuals and supporters did the Veteran’s Guest House gain from this contest – and how will that affect their long-term fundraising strategy?

Finally,the benefit to Home Depot for engaging their online community through charitable support positions them as a “caring brand”, who increases their online reach and broadcast range into much deeper, more meaningful ways.  While their mission is to ensure that every veteran has a safe place to call home, they’ve committed nearly $30 million dollars over three years, in addition to the volunteer skills of thousands of Home Depot associates to activate their individual communities.

Clearly, Home Depot has a winning campaign through the Aprons In Action social media contest.  More importantly, they have established their brand as a community builder and donor – a uniquely engaged position that their competition can not compete with or claim.

In today’s ever competitive brand marketing arena – positioning your brand as an engaged community donor and supporter may be the key differentiation that leads to greater acceptance and awareness.  That alone is worth every penny donated (and tax deducted) from your business.

Isn’t it time you considered a charitable donor strategy for your business?  How can you go about creating a similar impact like Home Depot’s contest? 

Focus Your Branding For Success


One of the important challenges we face as a communications team is convincing new and old companies that having a formal, written, focused marketing strategy is and essential foundation for success.  You’d think this wouldn’t be all that difficult to accept from a logical perspective; planning is key to reach any of your goals.  Yet, we’re constantly surprised at how few do have one, and how many say they do… but really don’t.

Focus, in marketing, is critical.  The risk of losing focus is failure, and often signals the end for a brand.  But how do you go about focusing and developing a cohesive, integrated brand marketing strategy?  Our advice (obviously) would be to hire a professional to help you… unless you have a strong background in marketing; let alone advertising, public relations, social media, and web development.  All of these important brand strategy tools are there for you to consider, and strategically plan into an actionable list of tactics and to-do’s.

If you don’t have the experience or funds to invest in a professional’s guidance and help, strategizing and defining your unique communications is more than challenging – it’s nearly impossible for many entrepreneurs and emerging brands.  Although you may not have the resources to hire a professional or agency, the need remains, and many businesses close their doors because of scattered and unfocused brand strategies.

There are a few mistakes that continue to reveal themselves when investigating our client’s unique brand stories and goals.  If you can identify any these trends in your communications, consider that it might be time to adjust your thinking and plans:

Serving Too Many Masters.  Focus your attention on one, possibly two messages at any given time.  Consistency is key – in both appearance, tone, and frequency.  If you can’t clearly communicate your value in various time frames you’ll encounter from the elevator pitch to the hour long lunch, you’ve not defined your brand clearly enough for anyone to easily understand.

Not Everyone Is A Fan.  In fact, few people will be fans as you introduce and continue to communicate your brand’s services or products.  If you’ve not defined your target market with extreme precision and detail, you’ll not spend your time or money wisely with a shot-gun approach.  Your unique enthusiasm for what you do, and who you serve needs to be carefully tailored to be in the tone and mode your very specific audience is welcoming.

Cheap Is Not Always Good.  That 150,000 coupon booklet opportunity might seem like a great media buy – until they scatter your brand in the wind after delivery to your neighbors doorstep.  Randomly choosing media options that appear to be a good deal is not part of a targeted media campaign.  While great deals happen, you need to have a media and communications plan (PR+Social Media+Advertising) that broadcasts your message to a very specific audience. Start with a 90 day commitment at a miniumum with good frequency for that specific media channel.

Not Following The Herd.  Investing time mingling in social circles that your brand should be known is, including networking events and social media channels, may be one of the most effective use of time and money for your brand’s success.  Even the largest national brands maintain strong social presences in their specific industry’s circles.  Once you’ve got a solid brand strategy and communications plan in place, it’s critical to network your way to larger circles of connections – and opportunity.

Don’t forget – the 80/20 rule still applies in brand marketing today, especially with tighter budgets and more communication channels to choose.  Time is still money – and spending both are critical first steps for any brand – no matter what its age.  If you find you’re in need of direction with this critically important step in branding, please contact us.

Focus your brand’s strategy on an innovative, integrated communications plan – and get started on the path to greater rewards for your investment of time and money now.

Creative Ways To Use Your Facebook Timeline


For those of us who help create and manage social media campaigns across many platforms, changes to any social media channel’s format often present a host of challenges – and opportunities.  Once you’re past the angst of having to deal with an entirely new format, it’s time to think about ways you can leverage this new development to your advantage.  Here are just a few creative ways you can use Facebook’s new Timeline layout to elevate your brand:

Design Creative Cover Photos

Like an overpowering billboard, the new 851 x 351 pixel “cover photo” is up to you to plan and use effectively.  With a little creative elbow grease, you can transform this expansive area into something downright awesome.  Not everyone is capable of graphically designing with the complexity of the space provided in mind, let alone using the free online opportunity to their real advantage.

Yes…there are rules to using this space to Facebook’s specifications.  This is not a space for commercial use.  Inviting your visitors to like your website, or tell your friends about your business is not allowed.  Nor can you include such things as price or purchase locations – and don’t think this is a place for your business address and contact information.  But do think of it as a first impression to your brand’s overall image, a visual “hello” to old and new fans.

Don’t let that discourage you from promoting your business.  If you’re stumped, take a moment to review these examples of effective Facebook Timelines. 

There’s no reason you can’t use your timeline area to promote the benefits of your brand – and change the image out frequently to keep your Facebook audience interested and engaged in your ongoing progress.

Pin Or Star It For Emphasis

Some information on your page may be promotional in nature.  Pinning your posts to the top of your page will keep that one special post at the top of your timeline for an entire week (7 days).  If you’re running a business promotion or have a conversation that’s become extremely popular, pinning your post to the top is one way to control the content on your timeline page without the previous landing page options.

Pinning is easy:

On your Facebook fan page timeline, choose the post you wish to pin to the top.

Hover your mouse over the top right hand corner of the post and the pencil will appear with the options Edit or remove.

Click to Enlarge Image

Click the pencil.

The menu will now appear with the option to Pin to Top.

Select Pin to Top.

Another Timeline option Facebook as enabled is the ability to “star” posts – enabling them to be given preference in your timeline.  A starred post will expand to display across the full-page of your profile – a wide 403 pixels.  Consider starring messages that have great images of your brand, or even you, to emphasize its importance to your audience.   Here’s a great example that includes a video in the post – for a wider screen appeal:

Celebrate Your Brand’s History

Facebook’s Timeline features “milestones” – a great way for you to make special note of your brand’s development over time.  Did you start in a garage only to grow into an office?  We’re products or services added to your company mix that were new to your business sector?  Milestones are a great way to tell your brand’s story in historical order.  Don’t forget to  make note of any awards you’ve received, sales goals achieved, or new campaign launches that may have been memorable.

Here’s another good opportunity to engage your employees – and even your fans to help you identify which milestones they feel were most important in your development.  You might even be surprised by their answers and insights!

This tactic works especially well for older brands with rich histories that have been ingrained in our culture.  Take for example Ford and ESPN – both of whom share old television campaigns we may likely remember (if you’re old enough!).

    One consideration  here is to review all of the past content your brand has used, and integrate them into your timeline as historical milestones.

Create A Contest

One of the first and most talked about Facebook/Timeline contests has been from Red Bull.  The socially savvy used their own timeline as a platform to launch a well received scavenger hunt.  By searching through the brand’s timeline, and learning about their key milestones, clues were provided to win the contest.  A simple and effective way to both educate and engage a loyal following of growing fans.

Or, for example, take Coca-Cola – who has hidden clues and riddles in their posts on their Facebook page.  Once unlocked, it takes you to a third-party website; an easy way to track the promotions click-through rates to prizes.

There’s no doubt these are just the beginning of many creative applications to come from agencies and brands around the world.  As the administrator of your brand’s Facebook page, it’s time you started thinking about ways to creatively use it to your unique advantage.

How are you planning to use it for your brand’s page? 

Publishing Your Brand


If you listen very carefully, you might hear it… the groans from small business owners all across the land when the phrase “Content Is King” is mentioned to them.

As true as that saying may be, most of today’s consumers go directly to search engines to answer even the slightest of trivial questions.  The mistake that most businesses make today is that they churn out content every day, but without making it part of their overall communications strategy.

Content publishing should focus on two simple goals: educating and building trust.

Content strategy is delivered through very specific content forms, and not volume alone.  Every business today is publishing content, and today is the day you need to think like a publisher.

How best to build trust with your audience?
Blog: There’s no doubt that blogs are the best starting point for content strategy as they allow for simple content production, and syndication of your message.  Search engines gobble up blog content.  Blog content can easily be delivered through other channels like e-books, workshops and guest articles.

Social Media: Step one – claim your stake with profiles on sites like Facebook, LinkedIn and Twitter.   But don’t let that stop you.  Take it to the next step by claiming your place on communities like Entrepreneur, Inc., or even Business Week.  Creating these profiles and optimizing links back to you site plan an important role in content strategy publishing.

Testimonials:  Third party testimonials may be the most powerful tool in your publishing arsenal.  Seek testimonials in a variety of forms including written, audio and video.  Share them on sites such as YouTube and Google+ to continue to build your publishing portfolio.

Reviews:  Depending on your specific business, sites like MerchantCircle, CitySearch and Yelp! can offer positive user referrals.  While never in control of reviews, overlooking them may prove more harmful than bad reviews.  One thing is certain, you’ll need to actively monitor these channels at all times.

Consider these two easy ways to educate your customer with content.

Seminars:  Today’s consumer wants their information neatly pre-packaged for easy consumption. Seminars, workshops and presentations are everywhere – both online and offline.  Once engaged, these channels provide a great opportunity to really engage your audience.  Taking your white paper or ebook and turning it into a 30-45 minute, value-packed presentation may be the most cost-effective way to both engage and convert casual leads into loyal customers.

White Papers & Ebooks:  In communicating their brand story, documenting the values and views are effectively done in the form of a white paper or book.  This content needs to highlight the businesses truly unique values including why it exists, what it will accomplish, and ultimately – it’s special purpose.

This is certainly a short list of ways and channels for you to reach new, actively engaged customers. What are others you might be using that are working for you?

Once you’ve developed your specific system of content publishing that works in unison for your brand, maintaining and growing our channels becomes a fun and welcomed task, instead of one to dread and avoid.

Gather ‘Round The Brand Fire


Since the very dawn of man, we have gathered around fire to share and communicate.  Today’s complex network of media channels have replaced the tended campfires of old, but the process of communicating via emotionally engaging and meaningful stories has never changed.  Even with today’s technological advances, we crave the basics of meeting our needs through sharing the emotional journey of a good story.

Everyone can agree that, at its deepest core, great marketing and advertising is basically good storytelling.  The most memorable ads whisk us along a journey that appeal directly to our wants and desires.  The fire in messaging is sparked by connecting your product or service with the desires and emotions of your specific audience.  When that emotional connection is made and the timing is right… the story brings a flood of emotion into their reality.  Reality is much more than an advertising promise – it’s an experience they’ll come back for time and again.

Today’s marketer has a much bigger toolbox at their fingertips to help communicate these engaging brand stories.  In combination: online/offline ads, events, websites, retail spaces, public relations and social media, all play key roles and share the brand story telling experience.  Really understanding exactly how and where to target your customer…where they routinely and comfortably consume media and would welcome your story, is key to effectively positioning your brand’s story.

How do you craft a successful brand story?

First…you must understand how your brand’s services or products really connect with your customer’s basic emotional needs.  Everyone has deeply rooted emotional needs on a variety of levels, your job is to connect the benefit of your brand directly to that deep desire.  Even if the need is not physically oriented, nearly everyone seeks prestige, acknowledgement or pride.

Once you honestly understand the subtle values and emotions you’re connecting your story to, research to learn two things:

1) What media your potential customer may physically be exposed to your story, and

2) What is their emotional state is at the time their engaged with that media. This is critically important, because no matter how engaging your message may be, if it’s not delivered at a time that is open for reception, the message won’t resonate at all with your target audience.  It’s one of the simple, basic needs we all increasingly have in today’s mash of brand stories.

Finally, make sure your brand story is consistent about your story – no matter what campfire you may be gathered around.  Inconsistency in the subtle nuances of your story degrades the power and impact of your emotional connection – especially if it’s changed again and again over time.

Every brand has a story… including your personal brand as well as your business’ product or service. Engage your customers with an captivating, emotionally connected story that speaks to their specific desire, and you’ll begin a conversation that will develop loyal fans, referrals and sales for years to come.

Do you have your brand’s story written out in detail?  Is it as concise and engaging as it can possibly be?  Do you really know if it’s resonating with your audience? Or are you honestly just guessing because it resonates with you? 

If you’re confident you can consistently engage your audience with an emotionally connecting brand story  – you’ve taken the first important step toward building a growing community of loyal fans and customers.

4 Pinterest(ing) Reasons To Build Your Brand


(ING)

Unless you’ve been huddled under your own little social media rock without outside contact, you’ve probably heard of Pinterest by now.  Considering its staggering audience growth as the brand is exponentially building a following from today’s 7.2+ million active participants.  Launched in 2010, the Palo Alto based company has secured a solid place in today’s online marketing mix; especially for very specific, key demographics.

It would be impossible to review all the potential uses of the largely visual platform in one blog post, but suffice it to think there are some basically good reasons you should explore adding Pinterest to your social media marketing mix:

1. SEO Goodness:

With each image/photo you publish on Pinterest, you can link back to the image’s original online location, which in turn can help your search engine rankings.   Links back to your website on various boards do count toward your inbound link strategy.  Be sure to use easy keywords in your descriptions to aid in making it easy for others to locate you online.

2. A Viable Social Media Channel:

I know…we all agree…how many social media channels can one person, let alone business, keep in motion successfully?  The options without professional content help can feel overwhelming, to say the least.  But… it’s called social media marketing for a reason; with Pinterest now playing an increasingly important role for some brands to be visible, and connected to.  Unlike Facebook and Twitter, this channel takes little time to develop and maintain – and is simple to navigate and use.

3. Reach A Specific Target Audience:

Pinterest itself says it best: Redecorate your home! Plan a wedding! Find your style! and Save your inspirations!  Clearly – the main audience on this channel is female, and interested in sharing their many stages of lifestyles and dreams.  But that’s not the only audience on Pinterest, just the most prominent.  Your audience is likely there and just now developing into a cohesive chain of professionals and individuals with your specific likes as well.   The better news is, it’s viral.  Once you’ve been “repinned”, that audience is now connected to your visual identity or interest – and on your brand goes without much effort to like-minded/friendly potential followers.

4. Bonus Bennies

It’s easy to use. Known social contacts from other channels will join you and help spread your brand images (personal or professional) by “re-pinning” and sharing with their network of friends.  Although you do need to keep an eye on your Pinterest site(s), it’s much easier to simply pin images with brief notes and links than having to write a blog or maintain conversations and comments (like Facebook and Twitter).

Jump in to Pinterest, and start discovering your own path to the benefits of this free, new social channel. While you’re there, stop by and say hi.

Building Brands By Blogging


Oh that blogging were as easy as pushing a button on your computer… and voila! – you’re published.  If you’ve ever had a blog, you know it can be a challenge to maintain and keep relevent.  Over time, you’ve likely abandoned it, and felt a little pang of guilt for not tending to it.  If you’ve not – then you are among the very few who have started and maintained their New Year’s resolutions.  Good for you! (However few of you out there).

While it may seem tedious and self-imposed, blogging really does provide a foundation for authority for any brand.  There is no other vehicle quite like a blog to help establish your authority in the market, while providing content that both engages, and excites your specific audience.  Think of it as owning your own broadcast station – and you’re controlling the programming (and advertising).

If you’re not creating content…you’re losing precious time establishing your brand in your customer’s mind, and certainly not keeping up with search engine optimization requirements today.  Everyone has some kind of specific viewpoint they can bring to blogging – and many voices are yet to be heard in this continually expanding part of today’s marketing mix.

Consider this:

You’ve got a uniquely personal brand, but nobody seems to know much about you?
Perfect – blog.  Do it ritually – twice a week for starters, more when news or the Muse strike.  Reward yourself as your audience grows…and keep at it.

Your blog let’s others learn how you can help.
If you simply blog about what you know, what you’re passionate about, and what you’ve done – others will feel as though they know you. Put that in your personal branding quiver.

Great blogs create buzz.  Great buzz creates recommendations.
Connecting to others with content they can share is the key to helping spread your brand with the most powerful marketing tool of all – word of mouth.

Integrate.
Sharing between social media channels today is easy, and a quick way to make your content simple to link back to and distribute.

Writing is cathartic, and authentic.
While often a struggle, writing provides insights into your personality and traits that are difficult to communicate in any other media.  For that, readers may reward you with following you.  What could be better than to have your own army of brand advocates ?

Blogging is here to stay.  Really…it is.
Journalism will not die anytime soon – with blogging taking a key role in the distribution of information and interests.  Don’t be left out of those conversations.  Get your brand’s unique perspectives known to your audience today, and establish a basis for referrals later.

It’s true – you may not have time to blog as much as you need – or as much as you’d like.  There’s a simple solution to that – hire a content developer or social media team to help you do it for you.  It’ll be worth your investment and in the long run, return with big dividends.

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