Blogging Is Branding..And Branding Is Important For Business

Simply put, blogging is the process of branding, and branding is what you need.

McDonald’s, Blockbuster, Coke, Apple, Google, Intel, Microsoft, and Betty Crocker all represent businesses that have created strong, successful brands.

A brand, however, is more than a single product, or just a company name. It is a shorthand businesses use to connect with customers, or in the case of a law firm with their clients and potential clients.

What I have come to figure out is that these large corporations are not the only ones that need to take advantage of developing such connections with the public. Law firms, and especially Third Wave lawyers, need to do so as well. Having an identity, an image and an expertise that is identifiable, memorable, and projects the image, the reputation and the business description to the client pool you are looking for is indispensable.

Brands create a positive emotional connection with that client's products and services.

The reason that branding is so important to law firms and lawyers is that strong brands typically command higher margins. Clients will pay more for the services they need. Further, if yours is a name the clients’ trusts, like, and remember you will have to spend less in marketing and advertising.

A strong brand builds loyalty for the reason that clients and potential clients feel attached to that brand and stick with that brand.

But what a brand represents above all else is authority. It paints you are the authority in your area and in your region. A sense of authority is built upon information and knowledge and accomplishment.

So how do you build a brand? Well, image is obviously important. Logo, color and design help. But what helps most is getting your thoughts, your ideas, your knowledge, your accomplishments out into the market place.

There is no better way to do this than by creating, and maintaining a well written and updated blog, that projects your image, and illustrates your authority in the field.

It takes time, but by and large it is cheap.