Thanks very much to Toby for pointing out this post at marketingprofs.com
The post, titled First Impressions, Blogs, and Your Personal Brand nicely summarizes what Ive been preaching here for some time. The author, David Armano writes
Design and how you write can differentiate your blog from others and help you define your own personal brand. Take Diva Marketing, for example. Now theres a great first impression. Its unique, fun, consistent, easy to use and the theme is simply delightful as is the writing style. They go hand and hand. Diva Marketing definitely has blog brand
Im fighting the urge to quote the entire article. You can read the whole thing here