Hélène is going to explain how to transform your food blog into a powerful brand. Branding can seem like a very daunting process but with some clear guidelines/examples and cheat sheets it can be made easy. She will take you through key branding principles when developing, growing, running your blog and explain how clear branding is really helpful when developing logos, website design, social media presence, PR pack… and approaching other brands.
What is a food blog brand?
Meet the cook
I’m Katie Bryson –
freelance journalist, wife
of a strapping vegetarian
and mum of two
boisterous boys –
keeping them all fuelled
and trying to stay sane is
a daily challenge so I
thought I’d share my
A food blog brand can be analysed in
the same way than any other brand
A French mum’s
How to (re-)define your food blog
brand and make it powerful?
AUDIT STRATEGY EXECUTION
Do you already have a
blog up and running?
Are you about to
launch a new blog?
Where am I now?AUDIT
Name - Logo - Tagline - Tone of voice, personality - Positioning -
Presence on social media - Partnerships…
- Readers (target + actuals)
- Competitors blogs
- Points of difference/ of parity
Where do I want to be/go?
• Defining and structuring the key components of
Where do I want to be/go?
For (target audience), (brand/company) is the only/best
(consumer frame of reference) that delivers (key
benefit/point of difference) because/by (reason to
believe, key credibility point).
For women aged 35 to 50 years old, Dove is the only soap that makes my skin soft and
smooth because it contains ¾ of moisturising cream.
For (target audience) _______________________,
(blog name) ________________ is the only/best
(consumer frame of reference) _________________that
delivers (key benefit/point of difference) ________________
because/by(reason to believe, key credibility point)
Let’s create your brand positioning
Benefits of having a blog positioning statement
• Keeps you focused and consistent
• Easier to create content and find your angle and
• Target specific audience only and build loyalty
• Pitching will be so much easier “elevator pitch
Where do I want to be/go?STRATEGY
How do I make this happen?
Everything needs to be developed considering how
well it supports the positioning statement
• Brand elements: name, logo, tagline, colours,
• Marketing & Communication: partnerships, social
media presence, press kit…
Powerful Branding = Consistency
Brand identity guidelines
High resolution versions of your logo (all
versions) in 2 formats: EPS and JPG or PNG
Usually up to 3 with their own purpose
Usually up to 3 with all their colour codes
(Colour Code Converter)