Using a personal blog for personal branding is entirely different from branding your business using a corporate website.
For entrepreneurs, they find the decision easy because they are the leader of their business. In many ways, they are the faces of their companies because there are no other faces to replace them.
There are advantages to using your blog for strong personal branding, but there are also significant disadvantages.
This guide is going to take you through the main issues regarding using your blog for personal branding.
Related Article: How Personal Branding and Content Marketing Go Together
Pro: Disengage from the Corporate Shill
The main problem people have with personal branding is that they struggle to create a distinct personality for themselves. Nobody wants to listen to the robotic voice of a business. They want to feel as if they are talking to someone they know. A personal blog provides the perfect opportunity because you are speaking as you. Remember, only 33 percent of people say they actually trust messages from a brand.
It’s your chance to create a unique personality. And this unique personality can be what launches your brand into the stratosphere. Sometimes it’s the person that creates the company rather than the company itself that is responsible for success.
Con: Taking Away from the Product
At the same time as providing a more personal approach there’s a risk that blogging for personal branding will take away from your product. Getting too personal and talking too much about your day is detracting from your marketing efforts simply through distraction.
Your branding efforts are no longer unified behind the product. It’s true that people may fall in love with you, but at the same time there’s always a risk that they won’t focus on what you are actually marketing. This significant lack of marketing can detract from your current promotional campaigns.
Pro: People Love Blogs
Blogs remain one of the most powerful ways of reaching people, which is why so many companies and brands have them. By creating a blog, you are giving your audience what they want. You are communicating with them in a different way. Variety is the spice of marketing and that’s what people want.
Blogs aren’t necessarily text-only pieces of content. More and more people are creating video blogs and infographics in order to get their points across. Countless studies demonstrate that blogs remain a popular way of communicating with people, and there’s no reason to believe that’s going to change anytime soon, which makes them ideal for personal branding.
Related Article: Real Talk: 6 Things No One Told You About Personal Branding
Con: They Take a Long Time to Create
It’s true that Google is leaning towards long-form content. The 300-word snippets of old are losing their potency and that makes it more difficult for businesspeople looking into personal branding. It means they have to spend a lot of time crafting unique content.
This could be better spent on other matters of managing your business. There are also serious questions over just how much personal branding contributes towards actual sales, which has led to a range of contradictory pieces posted on various prominent websites online.
Pro: There’s No Better Way
Personal branding is not all about you. It’s about what you can do for others. In many ways, the personal brand of the person running the company reflects on the values of that organization and its operations. The newest generation of customers is increasingly focused on the people behind the brands they use.
It’s why so many companies are now adding philanthropy to their marketing materials, based on many guides to personal branding. They realize that people are interested in what they are giving back to society. When someone decides who to buy a product from they do that by looking at the company and the people behind it as a whole. Blogging is the perfect way to give someone an insight into the foundations the company was built on. It comes in many content formats, allowing it to appeal to as many people as possible.
Regardless of whether you agree a blog is a great way to build your personal brand, this is something that’s not going to happen quickly. Big corporations have big personal brands because they have built themselves up over many years. This is a slow process and the best time to start is now.
How will you build your personal brand today?