Branding is more than finding a clever name for your blog. It starts
there, but then you must extend the brand with a tag line, logo design,
colors, your photo and bio, and create a consistent profile everywhere
on the Net.
Equally important is to harmonize your business name
with your blog name. For example, when I first started this blog, my
business was called Customized Newsletter Services. This blog was my
communications center for everything about e-newsletters for coaches,
so I called it CoachEzines.com. When things evolved, this blog evolved
into blog writing for marketing on the internet for small businesses,
so I changed the name to Writing on the Web.
Ah, you see
why there are days when I wish I could start over. I didn't think
things through 4-5 years out into the future. Don't make these branding
mistakes like I did.
Make sure that the name of your blog is similar to your business name. For example, one of my client's business name is Working Resources (Dr. Maynard Brusman). His blog is simply named Working Resources Blog. This makes sense and is clear as a bell.
Never sacrifice clarity for cleverness. With a blog name, you'll want to write a short tag line with it so that readers can know exactly what they're going to find.
You can see mine above in the banner: Writing on the Web with Patsi Krakoff, co-founder of the Blog Squad: How to Use Content Marketing to Attract, Sell, and Profit Online.
Copyblogger's tag line is Copywriting Tips for Online Success. Notice the benefits to readers.
Your tag line clarifies:
- what the blog is about
- who the targeted readers are
- what's in it for them
- your name and expertise
You don't have to put your name there, especially if it's a
multi-author blog, but it's a good idea if you want people to identify
and remember you.
Brian Clark is well-known as Copyblogger. Darren Rowse is well-known as Problogger. (I'm not well known but "wanna be," so I put my name up there prominently.)
Naomi Dunford's blog is called IttzBiz: Marketing for Businesses without Marketing Departments.
That's very clear who she's writing for. She doesn't have her name in
the tag line, but there's a clever cartoon representation of her.
Once you've found the name of your blog and it's tag line, then it's time to get visual. Unless you've got skills with graphic design, don't try to do this on your own. Get help from the many talented freelancers online. You won't regret it, even if it costs something significant. Great visuals carry impact and can be used over and over in many ways, on different sites and on products and services.
Another reason not to do this on your own is that different people perceive colors and designs in different ways. You need other people's eye balls to make these decisions. I love bright pink and green and purples, but these are risky because not everyone's computer monitors are the same. Get an expert's help on visual details.