Brand Journalism: A Field Day for Web Marketers explains a little about what brand journalism is, but leaves me wanting more.
Most people think they know what a brand is. You whip up a nice looking logo, slap it into the proper hole in the layout -- done!
A logo is not a brand. This is such a misunderstood concept I've taken to thinking of logo design as the single biggest hurdle to successful brand development or a functional business identity.
The Crux: A brand is everything that happens Outside PhotoShop ...or Flash, if that wasn't clear. (And I can put up ten screens worth of quotes from marketers, branding gurus, graphic designers and logo designers repeating a logo does not make a brand.)I find it rather ironic and frustrating that while so many owners, executives and managers have absolutely no idea what design can do for their business, they have entirely unrealistic expectations for what a logo can do for their business .... the logo is just the simple mnemonic that can be used to mark (brand like a cow) products and marketing materials so that people know who made them or who is trying to say something to them. The logo itself only articulates what the brand already broadcasts. That’s it.
-- Logo Misapplication
Now, getting back on topic. Brand Journalism vs. Positioning is very good counterpoint to brand jounalism. But I think, given your content strategy, you could use brand journalism for positioning a focussed business identity to a well targeted market.
Whatever your take on the subject, a crucial point is typing isn't writing. You can type up five thousand unrelated blog posts about a variety of interests, or you can write with an objective.
You should understand one thing: brand journalism is focussed copywriting. It is tying together what one person types at their blog with some kind of coherent content strategy. Writing with an objective is different from typing to fill out the layout container, or giving the search engine 'bots a fresh alphanumeric string to parse.
Writing builds a business identity in ways fussing over the 'perfect' logo never will. Writing shows your philosophy, and explains the benefits of doing business with your company and not a competitor.