The word blog has been added to the colloquialisms of millions of Internet users throughout the world. Surprisingly, this common word is actually quite new to the language. The word blog is actually an abbreviation for the word “weblog,” which was originally used to refer to a list of content updates featured on a website: a log of information posted to the web. In the early days of blogging, this Internet activity was reserved mainly for consumers who wanted to digitally document the events of their lives.Today, that concept of blogging has almost completely disappeared.Now, businesses, brands, small business owners, corporations, and even non-profit organizations are using blogs as a branding technique. With a blog, a single individual can create a brand concept and quickly solidify that concept into the minds of consumers.
If you’ve ever seen the popular AMC Network television series Mad Men, you probably realize that branding a few decades ago was a process that could take years of concerted effort from hundreds of marketing professionals. The ability of blogging to turn the branding process into a single-person effort that can occur in a few short months is a staggering innovation that has rocked the commercial world. Blogging experienced a unique transition from online consumer journal to branding strategy powerhouse, and it’s important to understand why blogs are so popular from a branding perspective.