Which brands have mastered their blog?

A significant and growing proportion of companies are investing in their brand blog. For organisations of all sizes, blogs are proving to be a way to get people through the door, to inspire them and convince them that it's a business worthy of their time and money. But what elements make a great blog and which brands are executing them skilfully?

British Gas provide variety

British Gas has got it sussed when it comes to their company blog. It’s interesting, varied and a great source of industry news. Thanks to an impressive roster of credible writers and journalists, the British Gas blog makes a surprisingly good read and establishes them firmly as an industry leader. Interviews with other leading companies on their energy policies, such as Virgin Atlantic and MGM Resorts give interesting insights. Entertaining ‘Could the flux capacitator from Back to the Future really work?’ pieces take a potentially yawn-inducing energy blog and turn it into something pretty cool. Bravo British Gas!

Mulberry lose the hard sell

Your blog is not the place to shout ‘BUY ME, BUY ME!’. Your website does that. Your blog should serve to inspire, inform, and gently coax your reader to spend time with you and consider you. That said, there should always be plenty of opportunities to link back to the main site and your blog should never stand completely alone. Where relevant, links to products within blog posts can be useful to readers too. Just don’t overdo it. Take tips from Mulberry – their super-classy blog employs wonderfully gentle techniques that serve as a brand-building masterclass.

Wal-Mart demonstrate an authentic side

Showing your readers what the heart of the company is like is important. Especially if you’re an overwhelmingly large corporation like Wal-Mart. They cleverly use their blog to humanise themselves and show the ordinary people behind the corporate machine. Smiling employee faces and first person accounts from staff help foster a warm, fuzzy feeling (with a blatant objective to win you over). Be careful not to try too hard though or it’ll have the opposite effect.

J Crew go behind the scenes

You can show appreciation to your loyal customers by inviting them into your world and showing them behind the scenes at your organisation. J Crew, the American fashion brand, has this tactic mastered. Totally image led, J Crew’s posts introduce you to the designers, explain their thinking and impart their top tips, maximising the opportunity a blog presents to tell your brand story. You get a glimpse into the rooms the products are designed in and the world behind the glossy shop floors, making you feel it was worth the visit.


Coca-Cola provide insight from company leaders

How much is there to say about a soft drink manufacturer? A lot, as Coca-Cola’s UK blog, Coca-Cola Journey, demonstrates. They use their blog as an opportunity for company leaders to talk about sustainability, community projects and health and nutrition, as well as wider industry news. Crucially, Coca-Cola UK avoids the risk of being a faceless major organisation by posting pieces from the leadership team, in a chatty, friendly style.

Whole Foods Market know their audience and are genuinely useful

Sure, a company blog is a great place to talk about your products, but that won’t keep readers on your blog for long. By providing useful content and being relevant to your readers, you’ll have them sticking around for longer to find more interesting and inspiring content. Take Whole Foods’ blog for example: yes, they talk about their products, but in the context of recipes, healthy eating and food allergies. Beyond that, posts about food hygiene and safety make the blog a genuinely useful resource. These guys know their audience and speak directly to them about things they want to hear.

The White Company promote their blog and invite people in

The White Company promote their blog very well, including in their customer emails, social media and printed brochures. It makes sense, of course. People might not be looking to buy, but if a tempting blog post on an email catches their eye, they might be inclined to click for more, rather than just delete the email. Fortunately, when people do click through, they won’t be disappointed – The White Company’s blog is full of inspirational editorial and ideas, along with tempting competitions (another blog tactic not to be underestimated).


air bnb use inspirational imagery

It’s easy for a travel company to make the most of impressive images on their blog. But air bnb has really seen this advantage and maximised the potential, allowing the images on their blog to do the talking. Think big, screen-filling images. But that’s not to say that the written content on the blog falls short. Posts are relevant, punchy and informative, and frame the air bnb brand perfectly. Two thumbs up for air bnb.

Virgin Atlantic keep them coming back for more

If your content is good, enjoyable and relevant, you’ll become a valued source of information and you’ll see an increase in repeat visitors. Regularly updated content is crucial. Virgin Atlantic know this too, their blog is crammed with fabulous posts, with new ones appearing all the time. This is especially important when your business landscape is changing all the time. In Virgin Atlantic’s case, for example, they need to let their customers know the latest and greatest places in a city which might evolve quickly with new openings and attractions, so being in-the-know is vital to be credible and valued and ensure visitors come back for more.

If you need help with your brand blog, Eloquent Ink can help. Get in touch for more about how.