Don’t worry about the packaging before you have something you can package. Before you get that logo designed, and before you agonize over colours and fonts, and before you choose a blogging platform, start writing. Write daily. Write as often as you can. Whether you publish it or not, just write. Some of it will be good. A lot of it will be bad, but it doesn’t matter. What matters is consistency. Once you’re consistent, then worry about the packaging.