Just follow the steps outlined by Marketing Sherpa, and you too can have a corporate blog with all the identity of Borg. I mean, have a look at what they suggest:

Before you get in a room with stakeholders to discuss the blogging issue, you must understand what you hope to gain from blogging -- because the direction of that discussion will depend upon your answer.

This falls under their "Set Goals for Blogging" theory. I started this blog back in 2002. Did I have goals? Heck, at the time, I wasn't really sure what I was doing. I started because I thought it might be cool to build a blog server using the Cincom Smalltalk Web Toolkit - I even made it multi-user at first. That stopped, and I eventually invited a community here.

And setting a direction? heck, I don't have one - I post on things that interest me, as they come up. I don't have even a vague plan for what I'll post - it's all ad-hoc and driven by events. I read a lot of content, and a lot of what I read is from RSS searches for keywords of interest to me and my area of business. Step one should be "read what other people are saying about you".

I rather suspect that a "goal oriented" blog would get really dull, really fast - just like the political blogs that stay "on message" get really dull. If you want to sound like a corporate version of one of the "talking points" folks that show up on the political talk shows every night, follow their advice. Just don't be surprised when you end up with something that no one but the trolls cares about. Here's the kicker on that:

In other words, the company's communications strategy should be mirrored throughout the company's blogs -- but they can show more of a person's or company's personality.

Here's a tip: If this is what you think, then don't even bother. Your "blogs" will be the same kind of puffery as the press releases you already have.

The only useful thing in the entire piece is the idea about a blogging policy - letting people know what corporate considers out of bounds on an official (i.e., hosted on corporate servers) blog would be useful - that way, no one will be confused about what the boundaries are. But - those boundaries should err on the loose end.

Hat tip to Scoble.