Blogs are taking the virtual world by storm. One is witnessing a sharp increase in the number of blogs that are getting published. But are you aware that blogs can greatly assist you in brand creation? That's right! Blogs can be used for creating a brand. Here are some reasons as to why you should make use of blogging to create a brand?

Just take a glance at this statistics:

According to Technorati:
a)    As of January 2006; 75,000 blogs were created daily
b)    A new blog is created every second
c)    50% of the new bloggers are still posting three months later
d)    10% of all blogs update weekly or more.

Blogs are taking the virtual world by storm. One is witnessing a sharp increase in the number of blogs that are getting published. Blogs are online diaries that can be read by anyone who is accessing it. Blog can deal with a host of issues. For instance, one can use it to post one's feelings or may be to provide views and perspectives on a particular happening.

But are you aware that blogs can greatly assist you in brand creation? That's right! Blogs can be used for creating a brand.

Today's fast paced world literally sees a launch of several products in a given area. Given the fact that we live in an era of globalization, product manufacturers and service providers not only have to compete on the local level; they also have to face the heat from foreign producers.

The fact that today's marketing world is driven by the dictum 'out of sight, out of mind' puts an additional pressure on the marketing guys to make sure that their brand is seen and heard everywhere.

Being visible 24 hours a day is not a easy task. And this is where blogging can come to the rescue. I know that for many of you blogging and brand creation seem to be an unlikely pair. But you know what? They can prove to be a lethal combination.

Here are some reasons as to why you should make use of blogging to create a brand?

The onset of the virtual world and technology has seen a change in the consumer's perspective on marketing. According to Eric Kintz, Vice President of Global Marketing Strategy & Excellence for HP, "customers are shifting massively their entertainment and information consumption away from traditional media to the new web space." Thus, a growing number of consumers are logging in to the virtual world for their daily dose of entertainment."

This has also initiated the marketing world to test their skills on the web. After all, wherever a consumer goes, the marketing world follows him. In fact, many companies started aggressiv
ely marketing their products on the net. Thus, banners, pop-ups, advertisements in the guise of mails etc were seen littering the world of Internet. I use the word littering because many web surfers saw these ads as interfering and annoying. In other words, online advertising failed to engage its target audience.

A survey carried out by the Forrester across US households revealed that only 6% of the Internet visitors trust the search engine ads and 2% online banner ads. The survey highlights the fact that banner ads and search engine ads might not be exactly effective in creating a brand or in attracting consumers.

In fact, Eric Kintz opines that 'customers trust themselves and each other in influencing their perception of a brand.' Now, where can a customer come to know about other person's opinion as well as interact with him? Well, through a blog. In fact, when forming an opinion about blogs, Kintz states that, it provides a perfect platform for, 'a more personal and two-way interaction with the brand.'

Blogging also provides various advantages over other forms of Internet advertising. Blogging ensures that the name of the company or the product crops up in the blogosphere. It is a well-known fact that Google is biased towards blogs. In fact, if you carry out search for any term, you will also notice that the results will also be culled from the blogs, which contain that particular keyword.

Having a corporate blog ensures that the generic name of your product as well as the brand name crops up in search results. In other words, you can target both brand terms and non-brand terms that are used by web surfers, through your blog.

Having a company blog also allows you to gain insights into the minds of your customers. Blogs helps you to keep a track on what is the popular reaction for your products and services. The data collected can be used to carry out improvements. In an age, where consumers have at least a dozen brands offering the same service or product, it will not be long before a consumer switches to a rival brand, if he is dissatisfied with your services. Therefore, it is essential for you to quickly gauge your customers' reaction. And blogging allows you to do just that.

Blogging can also be used to create a positive image about the company, which in turn can push the brand in the market.  Take for instance Cadbury Schweppes. It maintains a blog that not only focuses on products and history but also provides a platform to its interns to write about their work experiences. This not only spreads a positive word about the work culture but also enhances the image of the company in the minds of the general public.

Blogging can prove to be an effective tool in the hands of marketing professionals. It can give you precious clues about your customers and also help you in tweaking your products and services. Above all, it ensures the visibility of your name in the virtual world.