Using Variables To Select Column Names

Hi

I've tried declaring and setting variables in my sql statement and then trying to use them instead of defining a column directly - sorry quite hard to explain, i'll do a simple example

eg

DECLARE @column
DECLARE @value
SET @column = 'col1'
SET @value = 'bloggs'

Select * FROM table1 WHERE @column = @value

It keeps returning no results even though i've tried

Select * FROM table1 WHERE col1 = 'bloggs' -- which returns results

I realise its the column which is not being selected, but there must be a way by using a variable?

thanks