the art & business of crafting your online self

I came across a very interesting article about the art & business of crafting your online self by Tara Gentile and I began to think about this very concept in terms of marketing your business online.
You have no doubt heard the mantra that people buy from those whom they trust, so how can you possibly trust someone whom you’ve never met and who could live on the other side of the world?

In my journeys around the blog-o-sphere I have come across two articles that attack female bloggers specifically. They got my ire up because that smacked of blatant ignorance. In the past I have shared my opinion. It’s not that I don’t want to share my opinion. It’s more like does it matter? I know the truth. So do many other people. So why should I expend energy on someone else un-fact based opinion? I am passionate without a doubt. I can easily get caught up in other people’s fights because I feel the need to protect those who are being bullied. But is it what this blog is about?
No.
(The post includes some great tasting and looking blueberry cupcakes!)

So often we hear about brand loyalty. There are some people who will only buy certain products because of the brand it has— even if there is a less expensive product that is just as good. How can we as writers show our blog's "Brand" and gain readers.
There is a concept in the business world called "Living the Brand". In this concept, a person has a picture in their mind as to how they want to be perceived by other co-workers, and even their customers. This picture is their brand. Using this picture, the person then strives to present themselves so that they will be perceived by others according to the brand.