If you’re working on company branding, personality in blog posts will make you stand out from the crowd!
With the advent of social media came public discussions about companies that people like, and also companies people don’t. If your customers or competition are discussing your brand online, why not join in? Even better, why not own the conversation? Business blogs give you the perfect tool to create, shape, and grow your company’s message by branding personality into your content.
Step Out of Your Comfort Zone
It isn’t as tough as it seems. Often we find companies nervous to instill personality into their blog. They’re concerned about sharing too much, divulging company secrets, or appearing too conversational to their blog readers.
We understand those concerns, but branding personality into your company is one way to be sure your company’s blog doesn’t get lost in a sea of other blogs. What’s going to make you stand out from all the others? The key to winning the hearts of your readers and turning them into regular customers is by sharing your personality. Let them get to know you, what you stand for, believe in, and how much you care about your company.
Build Relationships
We see time and time again how much consumers want to build relationships with the brands they follow. At BuzzFarmers, we try to shout out companies we admire on the blog via our Marketing Genius or “Blog Ideas and Best Practices” posts. Often, they’ll Tweet us back, and we love it!
Your blog readers want the same thing. They want occasional humor; they want true-to-life stories. They want behind-the-scenes looks at your company. Remember, your readers – even if they don’t develop into customers – can help your business as brand ambassadors. Pay attention to the feedback they give you. You’ll eventually be able to plan out your editorial calendar based on your customers interests and needs.
Transparency in Blogging
How much should I share on the blog? This is likely a question you’ve asked yourself. Transparency is key to blogging and gaining trust from your readers – or should I say potential clients. Your customers want to feel as if you are being honest with them and not hiding anything. It’s tough to be vulnerable, but transparency can drastically and positively impact your reputation.
Here’s our big secret: You don’t need to share your classified and confidential information with the world if you don’t want to.
If you’ve invented a product, you’re blog doesn’t need to give a list of parts, tools, and assembly instructions. How about instead sharing the story of how the product was conceived? You can even discuss snags you hit throughout the invention process and problem-solving techniques you used to overcome. If you’re a bakery, you don’t need to share precise recipes with your patrons, but how about some “backstage” pictures of your process. Leave your readers’ mouths watering with photographs of new desserts you’ve been creating. Share some simple tutorials without sharing your complete ingredient list.
The Use of ‘I’
How much to share about your company’s day to day is a decision only you can make. No matter what your comfort level is, be sure to at least let your personality shine through. Here are a two examples of companies whose first-person blogs are stealing the spotlight.
Groove, a help desk software company, has a few informative and ultra-transparent blogs. Startup Journey, written by the founder and CEO, details the trials and tribulations the company faces as on their journey to $100,000 in monthly revenue. Transparency is part of Groove’s mission. They want to share in detail a peek-behind-the-curtain. They want their readers and customers to learn alongside them and grow as they grow.
Alex Turnbull, the CEO, even wrote a post titled, “Why I Walked Away from a $12M Acquisition Offer 18 Months After Our Startup’s Launch.” Now that’s a post that will get an audience’s attention.
Marriot on the Move, written by Marriot’s CEO, is another great example of personality on a company blog. Branding personality is evident in Bill Marriott’s writing, as he shares stories of guests, staff members, his family throughout the years, and his beliefs and wishes for his company.
One recent story he shared was about the great customer service provided by a hotel employee. It was an endearing tale about a child guest who found and kept a small local lizard in his family’s room.
Unknowingly, the housekeeper removed the cup the lizard was kept in, and the child was distraught. The employee searched through the night for a look-alike lizard, and when she couldn’t find one, she sent a note “from” the original lizard saying that he had fun playing, but his mom came to pick him up. With the note, a stuffed lizard was delivered so the young boy would always remember his brief friendship.
Real stories of quality service can distinguish your company from competitors!
How’s your story coming along? If you’re unsure how to go about branding personality into your blog, give us a call today!
