The aim of the article is presenting blogs as important tools of marketing communication that are helpful in brand image creation. The digitization of marketing processes caused that blogs had become a new and effective instrument of the communication with the market. Bath private, as well as company blogs are based on creating and sharing contents. Unlike the typical promotional form, the blog doesn't have coaxing but rather information, educational or entertainment character. Blogs, fitting perfectly in the model of content marketing, can effectively influence recipients by forming evaluations and positioning of products and brands. The article concentrates on private blogs that as the community medium as well as the tool of whispered marketing can indeed influence the perception and the positioning of brands building their market image.