For effective brand development, How to Build a Brand recommend that you step into the shoes of your ideal client. How does she think? What does he want? Would she appreciate free, no-strings-attached, quality advice? And would you appreciate the business boom that results from that kind of brand development?

If the answers are, “Yes,” then a focus on your website’s content is in order.

Part of good brand development is offering your expertise and knowledge to those who want it. This doesn’t necessarily mean that you throw everything you have to offer out there, leaving no room for sales; however, it does mean offering complete thoughts, not just teasers, with high-quality, garden-fresh website content.

Brand Development with Blog Posts

Google loves fresh food. It looks past stale content, choosing to gift websites that update regularly with better search engine rankings. So, what’s the best way to keep content fresh? It’s the blog. Every website should support one. It’s the easiest, most efficient way to keep your website crisp.

A new article should be posted to your blog no less than once per week. Each one should do the following:

  • Include one main keyword (a number of times) and other supporting keywords and synonyms.
  • Be optimised for search engines using proven SEO techniques (ref: meta tags, page titles).
  • Include links to other pages of your website, as well as links to other websites.
  • Consist of 500 words.
  • Contain a call-to-action with obvious access to email, phone number, or other preferred methods of contact.
  • Use short paragraphs, of no more than 5 sentences each.
  • Utilise branded language, as decided upon in your branding strategy. Don’t speak to a generic audience, but rather, directly to your ideal client.
  • Keep the language simple enough so that all of your audience members will be able to grasp concepts with ease. Each article should be easily scanned. Purple prose (flowery language) should be avoided unless your audience’s main interest is literary prose. Leave out junk words; pare your content down to only what’s necessary to convey your message.
  • Offer advice that will make your readers’ lives easier, help them to avoid pitfalls, give them peace of mind, or help them to feel like industry insiders. Don’t tease, but instead, provide complete thoughts and information they can use immediately.


  • Listen to what your audience is saying on social media and through other channels of engagement. Use this information to craft blog posts that give them the information they’re craving – rather than the information you want to give them.

Don’t overlook the brand development power of your website. It’s your platform. If you’re speaking authentically, to the right people, your content will be of interest; it will spur connections and build relationships; people will begin to trust you and your expertise; they will come to like you and want to know you better; you will be recognised as an authority in your niche…and then, you will realise the sales – and the success – you’ve been pursuing.

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