Each Monday, we take a look at the blog writing and blog marketing habits of some of the world’s biggest brands. From airlines and luxury jewelers to social networks and toy companies, we’ve seen how brands of all kinds use blogging to connect with a global Internet audience. Even brands thought of as “old-fashioned” are taking to blogging with resounding results. This week one such brand, Bigelow Tea, is using blogging to take the company into the next millennium.
Constant Comment is the tea flavor that put Bigelow on the map, and still is the company’s top-selling product today. To pay tribute to this fact while nodding to the very nature of blogging, Bigelow has cleverly named its company blog “Constant Comments.” The cleanly-designed and image-rich blog has more of a food magazine look and feel than a boring old blog blabbing about tea. As tea is often associated with relaxation, the uncluttered design and short, easy-to-read posts are surely intentional. That isn’t to say the blog posts are uninteresting, though. The company is obviously passionate about tea and it shows in the varied and entertaining posts. Customer contests, recipes, tea-themed party ideas, profiles of Bigelow-sponsored events and behind-the-scenes videos are the kind of dynamic posts featured on Constant Comments. Bigelow has taken a lot of care in curating the kind of posts its audience will like to read.
Every detail is thoughtful and well-executed here, and that’s inspiration any size blog can take away. Thinking about your brand’s image and personality before you start blogging is a wise idea and really helps your blog’s message be clearer. Consider your branding, your logos, your other ad campaigns and images and then integrate those idea into your blog. Using already existing ideas and language also helps alleviate the stress of creating a blog language from scratch. Bigelow’s brand thoughtfulness in regard to its blog pays off in a well-written, great-looking and fun-to-read blog which lines up perfectly with the rest of the company’s image.