Why You Need a Brand Kit (And What It Should Include)

Wondering why brands aren't banging down your door to work with you? One of the main reasons could be because you don't have your business suit on.

Meaning, you don't have a brand kit that tells them everything they need to know about you and your blog; Basically making working with you a no-brainer. If you're scratching your head wondering what the heck a "brand kit" is (and more importantly, what you put IN the brand kit), let me help you out. 


What Is a Brand Kit? 

A brand kit is a page on your website that houses all of the super important, need-to-know information that advertisers want to see — traffic, social engagement, testimonials, advertising packages, and the cover charge to get a prime seat (with bottle service, no less) on your blog. But more than a webpage, you'll also want to provide a PDF download of your brand kit so it can be passed around to all the brand VIPs that will give the thumbs up to your participation in an upcoming campaign. 


What Should Be In Your Brand Kit?  

Details, details, details. Details are important, but know this — the landscape of sponsored content is changing so rapidly that most brands can't agree on which metrics are the most important. Some brands still live and die by the pageview, while others are looking to new and higher quality metrics like time on page. So the more upfront information you provide, the better. For example, if I were building a brand kit, I'd include the following: 


  • Visitors Per Month — This is the number of people hitting up your blog. 
  • Pageviews Per Month — A legacy metric, this tells the brand how many pages are being seen by your visitors. 
  • Shares Per Month — Using a social plugin like Shareaholic automatically tally's shares on all of your posts so you can keep track of which ones are being shared the most. 
  • Average Time on Page — This metric tells the brand how much time your readers are spending with your posts. If they're spending a long time with your post (even if they aren't sharing or commenting), that usually means that they're actually reading it. This is important to a brand to make sure that your readers aren't hitting the page then bouncing immediately by hitting the "back" button. If they're doing that, then they don't care about your post. And that's a problem for the brand, but for you, too.  
  • Traffic Locations — U.S. vs worldwide. Where are your readers located? This can be important for location-specific campaigns. 

Reader Demographics

  • Who is Your Reader? — Give the basic demographic information of your reader: sex, age, and a few details about the kinds of content they like (a.k.a. the kinds of content you're posting about) 
  • Where They Hang Out — Are they coming to your blog mostly from Pinterest? Twitter? Reddit? List out where your readers are hanging out online and finding your content. 

Subscriber Stats

  • Social Follower Count — List your social following by platform, then give one big number to how many followers you're reaching every day (a fancy way of saying, total up all those numbers). 
  • Email List — Got an email list? Tell the brand how many subscribers you have. Email lists are attractive to brands because they're a direct line to your readers, so if you've got a hot email list your stock may immediately rise. 


  • Clips and Quotes — List and link to other places you've been published and quoted 
  • Testimonials — Here's where you'd include some awesome testimonials from other brands on how great you are to work with. Don't have any of those yet? No problem — read this post then get to work. 

About You

  • Who You Are — Give a brief overview about who you are and the history of your blog, why you started it, and your mission and vision for your blog. 
  • Where You're From — Where in the world you live can be important for brands who may have a live event component to their campaigns. If you live in London, but the event is in focused on NYC, it's likely not a good fit. Just saying. 

Advertising Packages and Rates   

Package Deals — One secret to raising your sponsored post rates is in the packaging. Package up your available ad space (or, the ways you'd be interested in collaborating with brands) and tie it up in a cute little bow to keep your potential brand partners entertained and informed. Here's how

Price — You could go one of two ways here: give your rates up front, or ask advertisers to email you for rates. It really doesn't matter which way you go. 

I know lots of you have fears about putting your rates out there for all to see (either your "competition" will see it or brands will be turned off from your rates before you get a chance to talk to them), so just go with your gut. 

Here's one thing to note though: if you do ask that the brand emails you, or uses a contact form for rates, you'll immediately get that person's email address to add to your Rolodex.

We're diving deep into pricing your sponsored posts tomorrow, so stay tuned! 

Pro Tips

  • Use some graphics to break up all the text on the page. Use a (free!) program like Canva to create your brand kit. Utilize all the free graphics there to make your brand kit super visual. 
  • Offer a PDF download option. Your stats should live on a webpage, but be available for download as well. 
  • Check out this post The Blog Maven for great examples of media kits from other bloggers. 


Today's Action

Gather all the data, stats, and sweet stuff to get your brand kit in order. If you signed up for the Blog to Business Challenge, I've got a free checklist for you in today's email; So check it out in your inbox! 

Stay tuned for tomorrow, which is our FINAL scheduled lesson during the Blog to Business Challenge. Next week will be all Q&A and hot seats, so stick around for that goodness, especially if you submitted a question, brainstorm, or headline hot seat request!