15 March 2010 167 Comments

Brands: Why your brand suffers without a blog

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals

Branding BlogToday many brands are yet to see the impact of running a blog can have on their performance. Many brands still believe that blogs are just for small kids or any brand that just want to join the bandwagon, plays ‘me too’ game. What an individual do not know will rob him of its value. Blogs are gradually becoming a positioning tool that helps some brands to stand out when properly done. There is no denying the fact that great blogs are products of strategic goal, planning, dedication, commitment, research, reading, and listening among other factors. Content is key and optimization of the blog, content is also a great work.

For some who may not know what a blog is, it is good for us to start this way, a blog is the shorten form for the word web-blog which can be translated as a web journal. Interestingly blogs have become a veritable tool in social marketing. A tool to gather feedbacks from the target as it has transformed monologues to conversation. Though what I have noticed is that to have a personal, corporate blog that will really help the brand, individual needs consistent, compelling, creative contents that draw people back.

Blogs offer visibility that a brand may not have enjoyed before. It has also increased ‘linkability’. In a recent data released by Technorati 2009, I understand that 71% say they have greater visibility in their industry when they have blogs. 56% say their company is now regarded as a thought leader as well as 40% have been asked to speak at conferences. Adam singers say ‘the importance of having a blog today is premised on the fact that the future is not telling it is showing’.

 A blog helps a brand to remain in the radar instead of being out of radar. It helps a brand to stay in touch especially if the blog has become a force in intelligent and relevant knowledge sharing. A great brand blog can help the brands make more engaged customers who are willing to give a referral, positions brand’s expertise, launch a project as well as to experiment with great ideas that the brand may want to push. The instance response to the ideas expressed on the blog can provide a bird eye view opinion of what the future of that brand’s idea look like.

For brand to go far know, not being afraid to give away free knowledge by the brand will help to create a thought leadership. If in doubt find out from many brands that have recognized blogs. They will be able to tell you that they enjoy WOM than those brands that have remained silent. Those who do not have spend more money on pushing their ideas and they all have to depend on third party to express their opinion. Meanwhile strong brand platforms in forms of blog can serve as a voice for any brand to express its own side of the story. This may/will help the brand to enjoy public sympathy that may not be there before. Interestingly many strong brands now have a platform through which they disseminate news that may be of interest to them.

Without a blog today, you may be doing a lot of damage to your brand without knowing. Thought leadership helps brand to stand out as well as fashion out a strong niche that draws necessary attention from the target market. I know you have being involved in the conversation but where is your brand’s platform that guarantees your brand’s voice will be heard loud and clear?

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