According to a study of blogging styles and attitudes conducted by Zemanta, a content suggestion engine (according to Wikipedia), I’m a Life Stager/Hedonist/Life Improver. Translation: I write about How to Enjoy and Survive Midlife With A Smile on Your Face, or My Face, as the case may be.
If that sounds like a mish mash of styles and attitudes, it is. According to the study, I’m not alone in exhibiting more than one blogging persona. And that, my blogging friends, is comforting to know for a couple reasons.
I’m forever being asked what my blog is about. I’m forever finding myself searching for a one-word answer because people like one-word answers that quickly categorize who you are, and because I teach marketing. I tell my students that an effective brand positioning statement is consumer-centric and singular in its promise. It is the rare branding success that offers two benefits in one drink. (Miller Lite’s Great Taste…Less Filling!) So if my blog is a brand or a product, it should offer something singular. Something it can own.
Here are some of the words I’ve tried on their own: Transition, Humor, and Midlife. But they don’t work on their own. Transition from what? What’s funny? And midlife, what does that mean? Midlife is about as broad in definition as Middle Class. Far as I can tell, Midlife means you’re not wearing diapers.
However, I also teach my students that a target audience or consumer can’t be defined narrowly by demographics. A brand’s consumer is more nuanced than a woman between the ages of 45-55. My students learn how to develop consumer personas, which include a demographic description along with information on attitudes, goals, lifestyle, and behaviors related to the product.
The Zemanta study highlights, for me, that while a blog has a brand identity, it also has a persona attached to it. Maybe I have difficulty describing my blog in one word because I can’t define myself with one word. Maybe I’ve just rationalized why I shouldn’t even worry about coming up with the one word. Maybe I should just focus on the one thing that differentiates me from the rest of the midlife bloggers talking about the midlife journey with a touch of humor. Right now the only answer – and it is one word or two, depending upon how I express it, is: Me. or Julie Danis. Only I can own that.