If you’re not spending time building your brand, your business has already failed.

That may be a harsh statement, but it’s true. Without a recognisable brand, you’ll find that potential customers and clients aren’t interested in what you have to offer. Smart businesses spend time building their brand, period.

This important step is often overlooked, because as the owner of the business, you probably feel like your brand is obvious. However, what you have to offer isn’t likely to be obvious to a complete stranger.

Fortunately, building your brand doesn’t have to be complicated, and it doesn’t have to be difficult. Building your brand can be as simple as creating a blog.

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Create an online persona that people trust

People are interested in purchasing products and services. However, if you don’t offer customers and clients a real bang for their buck, they won’t keep coming back to you time and time again. It’s about more than just the items you offer for sale. People like buying things from real people. This is especially true when someone chooses a small business over a large corporation.

The first step to building your brand is to create a persona on your blog that people trust. There are a number of ways you can humanise your products and services:

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  • Post your company’s origin story
  • Write about the details of your creative process
  • Share new experiences or certifications
  • Share recommendations/reviews with customer and client permission

As people get to know you, they’ll also be getting to know your business, which will increase your sales.

 

Establish expertise

According to Social Media Examiner, “blogging is an important part of conveying expertise.” If people are going to utilise your products and services, they want to know that you’re an expert in your field. Even though you may think that your website and physical location, if you have one, convey your expertise, they likely aren’t getting the job done. In order to really show customers and clients what you’re made of, you need to utilise a blog.

There are three things you’ll want to do on your blog in order to establish expertise:

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  • Show what you know by posting lists of facts that pertain to your business, or discuss how many years of experience you have
  • Show how you apply your knowledge by blogging about new products and services that relate to the things you know
  • Be a leader in your niche by offering new insights, tips, and techniques that others in the industry may not have thought of

As you establish your profile, clients and customers in your area will begin to consider you the expert in your field, which will result in new customers and client recommendations.

 

Share content, pictures, infographics, and more!

Blogging isn’t just about writing and posting lengthy articles! There are tons of ways you can enhance your brand on your blog:

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  • Use small snippets of content, upload quotes, and post short articles
  • Share pictures of your studio or office

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  • Infographics are a great way to share information visually
  • Post a video or link to a video on YouTube

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  • Write and post an eBook to help establish your expertise
  • Don’t be afraid to get creative!

 

Even old content that you’ve uploaded before can be renewed and posted again by adding additional content, writing a reflection, or providing new insights.

 

Blogs aren’t just for sharing information

Blogs are a great way to build your brand. Your blog can help you build a trustworthy online presence and establish expertise, which are both important if you’re looking to build a strong customer base. Even though blogs do a great job of helping you share information, they can do much, much more.

The ultimate objective is obtaining new customers or clients so you can grow your business. Wouldn’t it be great if you could steer blog visitors towards real products and services that they have to pay for? You can!

There are a number of ways that you can add unique boxes of content and widgets that can steer customers towards items and services that they can purchase online. Even if you don’t have anything that customers can buy online, you can at least encourage them to sign up for an email newsletter, which allows you to obtain their contact information.

Does creating a blog feel overwhelming?

No matter how simple creating a blog sounds, the fact remains that as a small business owner, you’ll likely be responsible for creating content yourself. Instead of slaving away on your blog, consider hiring a freelancer. The Content Marketing Institute has a great article on how to hire freelances that can make your content better.

Happy blogging!

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