Every time a business owner or freelancer creates a brand strategy, they establish ways to create a strong brand identity. Creating a brand identity is a process that requires a lot of time and effort. In fact, it takes 5 to 7 brand impressions for brand recall.
This means that as a business owner or freelancer you should maximize each contact opportunity. Things like email campaigns are a great way to build and gauge the interest of clients and prospects. It can all start with building branding in your email campaign (link blog on “Branding in email communication”).
There is doing something and there is doing something right. For example, an email signature is an opportunity to build brand identity through your email campaigns. Here is a guide on how to create a strong brand identity for your email campaigns to help you with your branding journey.
What is Brand Consistency?
Before delving into brand identity, let us establish what brand consistency is. Because the key to brand identity is creating brand consistency. The first step for a stellar email campaign is managing your email content.
Once you have a defined purpose, you begin drafting content, but once your content is ready for dispatch, email branding is key. Email branding and brand consistency in the process is a key component in creating a strong brand identity for your email campaigns.
Each time your audience engages with your content, the message needs to be consistent. For example, you cannot talk about apples one day and oranges the next. Similarly, your email campaign is an opportunity to connect with your clients and prospects and develop trust.
90% of users expect to have the same branding experience across all platforms. While each communication channel is an opportunity to relay your message in a different method, the core message cannot change.
Consistency is key in branding and creating a strong brand identity. If your clients and prospects resonate with these ideas then they will likely become lifetime consumers of your content and products. Make sure you understand this and take the opportunity to create a strong brand identity for your email campaigns.
Add a professional email signature
After creating a logo and brand presence, the next step is to use this material as often as possible without spamming your clients and prospects. Before you begin an email campaign, create professional email signature, and integrate it with your content to give your audience a complete brand experience.
Whether it includes your company website or your recent badges, an email signature is a great way to leave your audience wanting more.
In fact, an email signature creates an opportunity for brand identity, brand contact, and provides you with an opportunity to extend a consistent message across all interactive platforms.
Use consistent template
The email content is crucial, but packaging it well is equally important. A template with a well-integrated brand identity will improve the aesthetics and performance of your email campaign. When your client or prospect clicks on your email, it is a glimpse of your company experience.
In other words, the email campaign acts as a representation of the company and its core values. Keeping all this in mind, create a unique template for your email campaign and consistently use this template. This way you develop a sense of connection and familiarity with that particular design.
So, the key is to create a unique template and stick with it because companies that are consistent are 3.5 times more likely to build connections rather than their inconsistent counterparts. Connections are important because they ultimately help with the bottom line of your business.
Use your own messages, tone, fonts
All of your company materials including your email campaign needs to have a consistent but unique message. Though there might be finite ideas, sometimes replicating a successful idea might be all that it takes for you to stand out. But in the process of being successful use your own messages, tone, and fonts.
Once you have established what it is that you’re going to use as your brand identity stick with it and make sure you’re consistent with it across all platforms including your email campaign. Why? Because a strong brand identity can give you a 25% edge on company performance.
Add only branded images
While creating a strong and unique brand identity for your email campaign, think of visuals too. Identify the images you want to create and start using them wisely. Visual content begins with your logo and can extend to range from infographics to explainer videos.
Regardless of what you choose to share, it is important to invest time on creating visuals to enhance your brand identity. Once you have established the images you are going to use, make sure you are consistent with the images you use across all platforms. Consistency in images across all platforms can increase revenue by 23%.
So, create and share images that are consistent across all platforms, including your email campaign, for desired results.
Use your company colors
Colors are a huge part of creating a strong brand identity. Depending on the industry you are in, you may benefit from a specific color. For example, blue triggers trust in us and you might notice that many financial institutions choose this color for branding materials like their logo.
Do your homework and begin with choosing a color that triggers the emotion you want among your clients and prospects. Once you have your color in place stick with the 60-30-10 rule. 60% of your design material should be a neutral color, 30% should be a consistent secondary color and 10% should be your brand color.
This will help you create a strong brand identity without overwhelming your audience with colors. The key to creating a strong brand identity for your email campaigns lies in consistency. Create a clear plan of action and make sure it is consistent across all of your branding materials including your email campaign. With this in mind, you will make sure your email campaign efforts are in line with your brand identity and it will increase the likelihood of customer engagement.