By: Richmond Sajini

It is no secret that blogging has become quite a lucrative industry as it is easy to start and easy to be successful in when you have the necessary drive and dedication to make it a success. We have also seen many bloggers such as Perez Hilton becoming brands built on built on and even surpassing their blogs. How does a blogger build his/her brand and what are the important aspects to look at when branding yourself?

Who are you?

There’s a saying that goes “know who you are or others will tell you who you are and you will believe them.” This is especially true when it comes to branding yourself. You need to know what your values are. This will determine the core principles that give meaning to your life as well as the standards that determine your attitude, choices and actions. If you value honesty, this will be clearly evident in your work. A blogger who values honesty will not plagiarise other people’s work and publish it as their own without crediting the source.

It is also important to be in touch with your passions and interests when you pursue your blogging. Are the articles you write in line with what you like? Is the content of your blog in line with your passions? Many times bloggers accept invitations to events that are not in line with their passion just for the sake of having an event to cover and write a blog post on. If it is not something worth spending your time on, doing it does not serve you.

Having a personal vision and mission is also important. It doesn’t have to be a laminated or framed document you place on a wall (though this could actually be a good idea) but just a constant reminder of what it is that you want to achieve and where you see yourself and your blog going.

What do you have to offer and to whom?

Now that you have defined who you are, what you stand for and what you want to achieve, you need to establish what exactly it is that you have to offer the readers of your blog. Many times bloggers blab on and on about whatever topic and do not consider whether or not they are adding value to the lives of the people reading the post. When you know what it is what you have to offer it becomes easier for you to seek the people who need it and to provide it to them faithfully.

If you have sights on making your blogging a lucrative venture, you need to be clear about your target audience (every business has one). Who are you writing for? Does the way in which you write fulfil their needs and add value to them (important to every business) while you make money (also important to every business) from them or the page views that they give you?

What you have to offer is also an important aspect that sponsors look at as well as brands before they pursue partnership or partnership proposals. Are you offering well written articles or copied and pasted press releases? Will your representation of the brand be valuable to the brand?

Communicate your brand

Once you have established who you are, what you have to offer and who you are offering it to you need to communicate it to them. If you write good articles, don’t only limit communicating that to your readers. If you want to work with a particular brand, tag them on articles where you have mentioned them. Your profiles on social networks should also communicate your brand in such a way that it will encourage those who are interested in what you have to offer to dig further. Make information such as links readily available. Ensure that your profile or biography clearly states your interest, what you do as well as notable credentials.

The only way you can create a solid brand is by establishing who you are, what you do, what you have to offer (i.e. what value you add) as well as communicating that to the relevant people who will help you achieve your goals as a blogger.

About The Author

Richmond Sajini is a Public Relations and Communication student at the University of Johannesburg. He is an entertainer and media entrepreneur who has been told to shut up many times by people who don’t understand that he is in love with the sound of his own voice. For this reason he decided to start his own blog where he would ramble share his thoughts and experiences without inhibition. Visit his blog, www.randomramblings.co.za and follow him on Twitter @richmondsajini.


  1. Thank you for that post Richmond. I think a lot of bloggers can use this as a self evaluation tool just to make sure that they are not just blogging because of the benefits and attention that comes with blogging especially when you’re affiliated with a particular brand. Yes its good to get recognition from brands but staying true to your purpose for blogging is what will sustain you and keep you going in the long run. I wish that every blogger can read this article and really take a deeper look at their intentions for blogging. Thanks.

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