I was driving home along the motorway last night and passed a lorry bearing the tag line “a brand is a promise” - it got me thinking.

A brand is a promise

It’s like a line from an inspirational speaker at a dodgy weekend, residential seminar but it does have a very valid point.

Blogging is a strange beast, there is no contract between the blogger and the consumer but by setting out your stall and publishing a feed there is an implied promise that your brand will maintain a certain quality. That is why people subscribe to RSS feeds - they like what they have seen so far and sign up to receive more of the same; they are investing their trust in the author to deliver.

Blogs that fail to keep that promise will lose their subscribers as they move on to a more ‘reliable’ source and seek to control the amount of information they consume in these data saturated times.

Your brand

With this in mind, what makes up your brand?

• Have you identified your voice?


• What is your writing style?


• What makes you tick and what are you passionate about?

If you can’t answer these questions y