The relative newness of using blogs for commerce, for professional blogging means only one thing in design terms - Branding - It is ultimately how you brand the end
product that is what will sell it, and Branding is more than just the design.
There is no need to re-invent, just go with the flow.
The design of any product is a very important part of branding when you're doing something truly innovative, but if you go all out to add bells and whistles to an established product then it just won't cut it. e.g. You can design the trendiest new equivalent of an iPod, but if it doesn't look similar to, work or feel the same way an iPod does, the chances of you selling it on the mass market will be, very likely, limited - just ask the kids!
Learning from Others, is a tried and tested method
Google's home page is an example of one that set the mould, since they rolled that very simplistic, now distinctive, design out, most every other Search Facility that has evolved since models their style on that simplistic theme.
It is Google's distinctive logo which is their branding, and one which is put to good use as evidenced by their novel use of Holiday Logos to add bit of spice at times..
But it is Yahoo's (and others) use of the same simplistic model that shows us that Googles Model has now become the basis for the designs which followed. In other words they're using Googles tested template because that is what the consumers are already familiar with.
The same design principle applies as much to blogs as it does to iPods and Search Interfaces. Blog design doesn't need re-inventing, doing so will possibly send users away to more familiar surroundings.
Using Templates
Most CMS blog platforms come with a few basic built in templates already uploaded, and there are lots of sources to pick up others too. Chris covered some of the more popular blogging software which have templates so I'll not get too in depth about the templates here yet, but my favourite quote from the themes section in his Drupal review
There are more themes available and the best ones seem to be ports from other blogging systems.
Again just emphasising my belief that the easiest thing is to use what works! In other words by porting them they have been tried elsewhere already!
My advice if you'd just like to start your blog, without getting bogged down in design details, would be to find the simplest looking template, that you like, feel comfortable with. If you can, then ignore things like color schemes and icons, just see if it fits right with you and can you use it. From that point any/all colors, images, icons, typography can easily be changed to fit with your particular branding style. The code behind some of these template designs is already well laid out, therefore easily customisable, which makes things very easy mostly thanks to the
developers of the CMS software in the first place. If you've got an existing design that you're just adding blogging software onto then rather than struggle porting your own design, get someone to do it for, your time is likely better spent increasing awareness of your brand on what you do best! ~ Blogging
Choosing a Template
Possibly the most famous/used template on the go right now is "Kubrick", the picture shows the Drupal port of Kubrick
It was originally developed for WordPress, by Binary Bonsai's Michael Heilemann, but has been ported to most platforms now, the reason for it's popularity, I believe, is it's simplicity ~ it's easy to brand just by changing the top graphic, which to a complete beginner in design is often enough as a starting point.
Then as time or experiences permit, things like the fixed width could be removed if you decided it wasn't for you, the header graphic could be replaced with a smaller heading leaving more above the fold space for extra content, such as menus, or advertising space, very like Darren Rowse's ProBlogger
Even with a large budget to spend on testing, whether it a product, a design, or usability study, inconsistent results will likely be displayed, and that goes against the grain with Blogging anyway, the most successful ones are those which have evolved into being, with both natural content and design - Give your customers what they want! The holy grail that is your optimum ROI (return on investment), is only found through trial and error by you or in your niche! ~ You and you alone have to try things, analyse the results, and then decide for yourselves. Be prepared to be your own constructive critic, if it doesn't work chuck it! Sure you can look around for and implement advice, tips and tricks that others have tested previously, even try the things that are being maligned if you like, it might not have worked for their particular niche but it could work in yours ~ there is nothing set in stone.
Standards and guidelines
There aren't any official ones! - there are however some simple tips, tricks and advice, from those who have already found some cross industry consistencies, which you can follow to get started. Then the KISS principle applies, keep it simple, keep what works for you, change or remove what doesn't, repeat as necessary, and you've found you and your audiences best possible communication platform.
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