Are you about to launch an email marketing campaign for your business?
As you likely know by now, branding is a significant component of email marketing. Specifically, maintaining your brand identity throughout these communications is vital to ensuring your brand’s success.
Let’s take a look at brand identity, why it’s important, and some tips you can follow to sustain your own brand identity in your marketing emails.
Importance of Brand Identity
Brand identity refers to the collection of visual elements of your brand. These elements could include your logo, colors, design and even fonts that distinguish your brand from competitors.
Brand identity is important because it’s a compilation of visuals that helps to build a perception in consumers’ minds. Ideally, this perception will be a positive one and hopefully positive enough to encourage customers to develop loyalty to this brand. Plus, developing a distinct brand identity helps your customers distinguish you from your competition and position you in your industry.
Research has also shown that consistent branding also increases revenues.
Specifically, according to Lucidpress, the consistent presentation of a brand through visual components boosts revenues by 33%.
Many brands have done this exceedingly well. Take McDonald’s as an example: nearly everyone can tell you without even looking at it that the McDonald’s logo features a red background and the golden arches creating the ‘M’. That’s a telltale sign of effective branding that has spawned an incredible level of brand loyalty.
Maintaining Brand Identity in Marketing Emails
Now, let’s get into the important information: how you can effectively maintain your brand identity in your email marketing campaigns. Here are our top tips that will help you stand out to your customers.
1. Include Your Logo
Your logo is often the first impression that consumers get of your brand. That’s why you want to make sure that it’s aesthetically pleasing and that it’s on everything you send out from your brand. Whether it’s on your merchandise, on your websites, or in this case, in your marketing emails, your logo needs to be visible at all times.
If you don’t have a logo, there’s no better time than right now to create one. Best of all, you can make a customized logo completely free. Explore free logos online to get started on building your unique brand identity.
2. Develop and Implement a Design Guideline
It’s best to ensure that your logo, colors, fonts, and other visual elements look uniform across all marketing emails. This gives you a more polished and professional brand identity. Plus, it’s straightforward for consumers and gives them a cohesive image to perceive. To make this uniformity more attainable, it’s a good idea to develop a design guideline.
In this guideline, include all the important aspects of your brand identity: logo iterations, typography, colors (including HTML color codes), and any other relevant images. Having everything in one place will simplify the creation of a consistent email marketing campaign.
Make sure that everyone involved in the creative process (from copywriters to graphic designers to head of marketing) has access to this document.
3. Use a Distinct Tone of Voice
What’s the underlying tone you’re trying to convey to your customers in your messaging? Are you aiming for an informative, formal, and professional style of communication? Or are you trying to give off more of an approachable, fun, and playful kind of vibe?
Whatever it is, find your brand tone of voice and stick to it in all of your messaging, including marketing emails. This allows your customers to gain a genuine insight into what your company is all about. This kind of authenticity will resonate with them and allow them to remember your brand more clearly. It may even be enough to sell them on your product or service offering.
In short, consistency is key. From your subject line to your salutation, make sure you’re implementing the same tone of voice across your entire marketing email.
4. Create Branded Email Templates
Save yourself some time and build your brand identity all at once. Create branded email templates for a variety of purposes, from blog posts to newsletters to event invites. Not only will this streamline your marketing messaging, but it will significantly cut down on the time you need to spend in formulating your emails.
By developing and using branded email templates, you’ll maintain consistency and uniformity in the colors, fonts, and other visuals you’re using. However, you’ll still have the chance to change the text to fit the messaging for that particular initiative, which is both practical and gives you creative freedom.
5. Try Incorporating Videos
Did you know that roughly 64% of consumers buy a product or service after seeing a branded video? This fascinating statistic from Forbes is the perfect reminder that email marketing doesn’t need to only include text and images.
In fact, integrating video content could be a unique and effective way of helping consumers identify more strongly with your brand. This is largely because people are often more inclined to watch a video than they are to read.
However, by adding a video to your marketing email, you marry the best of both worlds.
6. Mention Your Values
Forbes also reported that a whopping 64% of consumers say that shared values allow them to create trusted relationships with brands. The more trusting a person is in your brand, the more likely they are to purchase from you now and in the future.
With that in mind, keep your values at the forefront of your email marketing. Don’t tread into highly opinionated or controversial territory. But inject your messaging with both personality and humanity. Not only will this appeal to consumers, but it will allow you to set yourself apart in your sector. Highlight the values that your brand holds dear that your competitors simply aren’t mentioning. Consumers will gravitate towards this unique and transparent approach and, ultimately, feel a stronger connection to your brand.
Brand Identity is a Key in Email Marketing
Clearly, brand identity is a key ingredient in any email marketing. Not only does it allow consumers to easily identify your brand and distinguish it from competitors, but it can drastically boost revenues. Implement these tips when branding your marketing emails and you’ll take your brand to new heights.
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