How can I use blogs to promote my brand?

How can I use blogs to promote my brand? I want to tell people about my start-up but don’t want to come across as sales-centric. How can I get the balance right?

All this talk of blogs and brands can get a little tired. But I’m an evangelist for the company blog and here’s why – there’s no cleaner, more direct route to broadcasting to your customers.

Company news, announcements and milestones are the easy ones to write. But the best use for blogs is for the ‘edgy’ issues – clarifying an incorrect news story, setting the record straight on a contentious issue or letting people see your progress on an upcoming release.

Company blogs aren’t going to set Google Analytics on fire. They’re for core users and ‘super fans’ of the company.

The most important thing in the company blog is to be honest with your customers. Leave the sales for your sales staff.

Just think of your blog as a way to give your company the appearance of a group of living, breathing humans doing the best they can for their customers.

For examples, have a look at Tony Hsieh at Zappos, Avner Ronen at Boxee or the occasional post from Steve Jobs at Apple.

Let your blog tell your company story, understand that it’s going to be for super-users more than the general public and most of all, have fun with it. People want to connect with people and this is your company’s way to break down that barrier.