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6 Ways to Figure Out Your Blog’s Brand Essence

girl grey portrait photographyA brand essence isn't something that is easy to communicate – instead, it's a few words (the fewer the better), that communicates the feeling that your brand evokes. Unlike your visual identity, or a tagline, your brand essence is the intangible, often ephemeral or instinctual response that your audience experiences when they engage with your brand. For bloggers, the pursuit of defining a brand essence offers clarity in that illusive, slippery road of figuring out how to communicate your distinct point of view.

Your brand essence is typically not something shared publicly, and it is often grounded in a long-term vision of where you see your blog going. As an example, Hallmark's brand essence is the phrase, Enriching Lives. They use this terminology to guide the choices the company makes, from products to how they treat employees. Guess? sums up their brand essence in three words: wonder, passion and freedom.

Ready to employ some soul-searching to get to core of your blog essence? Consider the following questions/exercises and then put what you come up with in the comments!

1. When someone reads my blog, they feel _______________

2. Unlike [name of a blog that is different, or similar to yours], my blog is __________________

3.  Stick your About Page and a favorite post into a Wordle. Which words have the most emphasis?

4. If my blog was a clothing brand, the people who would wear it would be ___________________________

5. What do you stand for?  What do you stand against? Play around with sentences that start with “In my world __________” or “I believe in _________________” or “I am tired of _____________”

6. Tony Hsieh, Zappos’ CEO, said, “We’re a service company that just happens to sell shoes.” Try “I'm a __________________ that just happens to blog.”

Did you uncover anything good? Right now, I'm working with “encouraged,” “championed,” and “roused.” Any thoughts there?

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9 Responses

  1. TRENDSURVIVOR

    1. I am usually told they feel happy and optimistic.
    2, Trendsurvivor is about fashion trends and stylish lifestyle.
    3, Haha Style and Trends must be on my blog more than 100 times
    4. In the world of fast fashion I believe in quality items that age well.
    5. I am in the entertainment business who just happens to write a fashion blog.
    Great exercise Crosby. Thanks! 🙂

    Reply
  2. Monica Joseph

    1. When someone feels my blog they feel… inspired to see how style closely relates to personal growth.
    2. Unlike a lot of blogs my blog has posts that are more text based. I like to write a lot, not just post pictures.
    3. Fashion, shoes and high
    4. If my blog was a clothing brand, the people that would wear it would be girls of all walks of life that don’t care what others think of them or what they wear.
    5.”I am all for equality for everyone gay or straight, short or tall, black or white, thin or fat.” “I don’t like bullying and the consequences that occur from them. So many kids commit suicide this year just because of bullying.”
    6. “I’m a diary, an album of things I like and an experience that happens to be a blog.”
    What do you think?
    http://girlofhour.blogspot.com

    Reply
  3. fly won

    this is an awesome post. I have been really trying to detail what my “brand” is REALLY about. Since I read Rich Dad Poor Dad and he mentioned that the CEO of McDonalds said he’s not in the hamburger, he’s in the real estate business, that has really changed my thinking and forced me to reevaluate what business I’m in. I’m still not certain, but closer to figuring it out

    Reply
  4. Indie

    1. When someone reads my blog, they feel … fun and hyper

    2. Unlike how two live, my blog is bright and flashy

    3. Stick your About Page and a favorite post into a Wordle. Which words have the most emphasis?
    I don’t have an about page but my most used word would probably be ‘yayayay’ or ‘awesome’

    4. If my blog was a clothing brand, the people who would wear it would be… young and arty

    5. I believe in the power of art and the power of fashion- the industry that can mould and change lives. I am tired of people assuming that because I think fashion is beautiful, I must be dim-witted and shallow

    6. “I’m a scrapbook of colours and all of my favourite memories and things that just happens to blog.”

    Reply
  5. Natalie

    Love this post- very helpful tips. I have been trying to establish my blog “brand” and think these are great ideas to start the process!! thanks ifb !

    Reply
  6. Ashley Taylor

    1. When someone reads my blog, they feel … inspired to be daring and feel sexy

    2. Unlike (a lot of personal style blogs) , my blog is … edgy and resourceful. I re-use pieces from my wardrobe, over and over again, through every season.

    3. Stick your About Page and a favorite post into a Wordle. Which words have the most emphasis? thrifted and love

    4. If my blog was a clothing brand, the people who would wear it would be … daring, sexy, edgy, confident, and thrifty

    5. What do you stand for? What do you stand against? Play around with sentences that start with “In my world __________” or “I believe in _________________” or “I am tired of _____________” … I am tired of trends, and bloggers pretending to have more money & less problems than they do in reality. I believe in living in your means, being thrifty, resourceful, and feeling sexy and confident doing it.

    6. Tony Hsieh, Zappos’ CEO, said, “We’re a service company that just happens to sell shoes.” Try “I’m a __________________ that just happens to blog.” … I am a style-obsessed, lover of giving old things, new life, who just happens to blog.

    xo Ashley
    thetiniestfirecracker.com

    Reply
  7. Onianwah

    I have no idea how come I missed this post. Thankfully, I knew what I wanted people to feel whenever they visited my blog or interacted with me. Comfortable, I wanted them to feel comfortable and feel like they were interacting with a long lost friend. So far, I have been able to achieve that. Sometimes though I get side tracked with competition and all but I looked at my blog again after reading this now and I know that it still feels….. ‘comfortable’

    Barbara
    www.barbara1923.com
    Lagos, Nigeria

    Reply
  8. Cailin Koy

    Thanks for this! I actually just wrote a book on blog branding based on my experiences from my blogging days entitled Go From Blog to Brand in 30 Days, and it uses a lot of similar brainstorming worksheets to figure out your brand essence. Check it out on Kindle:

    Blog branding is so important, but so many bloggers ignore it! Why? Sending a consistent and powerful message to your readers is one of the best ways to increase traffic.

    Reply
  9. Jasmine

    This post was very helpful! It really motivates me to what to make a few of my answers more defined, thanks so much for sharing these tips.

    Reply