Expressing Your Brand Identity Through Your Email Communications
The number of active email users is predicted to reach 4.3 billion by 2023, and according to research compiled by Oberlo, 49% of consumers say they enjoy receiving promotional emails from their favorite brands every week.
For small businesses, emails are even more important, since this form of communication can be their primary means of reaching new customers. Whether you are launching a new company or you simply wish to strengthen your branding efforts, how can you do so through your email communications?
Embracing Cutting-Edge Design
Customers receiving a plethora of promotional emails from brands they are loyal to are likely to open those they know are pleasant to view, but also interesting to take further action on (including clicking onto the respective sites to learn more about offers, discounts, new collections, and the like).
Your communications should be professionally designed, include attractive imagery and brand-loyal fonts, and contain ideas for customers to take action and click on a relevant page on your website. Even if you are sending a newsletter or a report, ensure your brand is identifiable from the time your customers look at the subject of their email.
Adding A Dash Of Creativity
If you work in a creative or design-based sector, experiment with your email communications, using effects such as creative GIFs, gradients, and captivating color palettes. If you embrace a friendly style when writing or responding to emails and you use the email service Outlook, encourage your staff to use emojis in Outlook in the body of their emails or when signing off.
To access a wide range of emojis, the Symbol function can be of aid. This displays imagery that isn’t necessarily found in standard emoji windows. Additional means of making emails more creative include the use of eye-catching frames for imagery and text, the reliance on elegant styles such as minimalism, and the incorporation of gentle, strategic touches of color that emphasize the colors contained in your photographs and illustrations.
Being Consistent In Your Style
Once you have chosen your brand’s color, logo, fonts, and general style, it is important to be consistent in your communications. When you think of emails you may have received from brands like Apple, your mind probably conjures up slick, simple, business-like styles. Mention a fashion brand like Gucci, and opulent, modern, youthful gold, red and green imagery probably springs to mind.
Whichever style (imagery, text, and layout) you have chosen for your brand, let your choice show in all communications you send. Of course, you can compartmentalize designs for different communications (e.g. newsletters, announcements of new collections, reports, and loyalty incentive emails), but the general feel of every communication should always remain true to your core values.
The number of email users is predicted to grow exponentially over the next few years, which is why giving due priority to branding via email communications is vital. Engage your customers through dynamic design and a brand-consistent use of colors, text, and imagery. Finally, always keep your core values in mind when communicating with your clients via email.
How to Build Brand Identity Through Email Marketing
Email marketing can be a powerful tool for building and reinforcing brand identity. By effectively communicating a consistent message and visual identity through email, businesses can create a strong and recognizable brand that resonates with customers. In this article, we will explore ways to build brand identity through email marketing and the importance of consistency, personalization, and storytelling in email marketing.
1. Consistency is Key
Consistency is the foundation of building a strong brand identity through email marketing. Every email that a business sends should reflect the same visual identity and message, creating a consistent experience for the customer. This includes using the same logo, color scheme, typography, and imagery in all emails. Consistency also applies to the tone and style of language used in the emails, which should reflect the brand’s personality and values.
Personalization is another important aspect of building brand identity through email marketing. Personalized emails are more likely to be opened, read, and acted upon than generic emails. Personalization can be achieved by addressing the recipient by name, segmenting the email list, and tailoring the message and offers to the recipient’s specific interests and needs. Personalization helps to build trust and loyalty with the customer, making them more likely to engage with the brand.
Storytelling is a powerful tool for building brand identity through email marketing. By sharing the brand’s story, values, and unique selling proposition in emails, businesses can create an emotional connection with the customer. Storytelling can be achieved by sharing customer testimonials, and behind-the-scenes content, and showcasing the brand’s products or services in a way that highlights their unique features and benefits. Storytelling helps to create a more human connection with the customer and strengthens the brand’s identity.
4. Use of Video
Using video in email campaigns is an effective way to build brand identity. Video content can be used to showcase the brand’s products or services in a more engaging way, or to share the brand’s story and values. Video in email campaigns can increase engagement, click-through rates, and conversion rates. It’s a powerful tool for building brand identity, as it allows businesses to create a more immersive experience for the customer.
5. Consistency in Design
Email design plays a crucial role in building brand identity. Businesses should aim for a consistent design that reflects the brand’s visual identity and message. This includes using the same logo, color scheme, typography, and imagery in all emails. Consistency in design helps to create a sense of familiarity and recognition for the customer, making it easier for them to identify the brand.
6. Include a Call-to-Action
Including a clear and compelling call-to-action in emails is essential for building brand identity. A call-to-action can be used to encourage the customer to take a specific action, such as visiting the website or making a purchase. By including a call-to-action in emails, businesses can drive engagement and conversions, which helps to reinforce the brand’s identity.
7. Test and Optimize
Just like any other marketing campaign, it’s important to test and optimize email campaigns to ensure they are effective in building brand identity. This includes testing different subject lines, email designs, and call-to-actions to see which ones perform the best. By regularly testing and optimizing email campaigns, businesses can improve their email marketing performance and build a stronger brand identity.
In conclusion, email marketing is a powerful tool for building brand identity. By consistently communicating a consistent message and visual identity through email, businesses can create a strong and recognizable brand that resonates with customers. It’s important to keep consistency in design, language, and visual elements, personalize the message, use storytelling, video, and clear call-to-action and optimize the campaigns for better results.
By following these tips, businesses can create a strong and recognizable brand that resonates with customers and helps to build trust and loyalty. Additionally, it is important to remember that building a strong brand identity is an ongoing process that requires consistent effort and attention. Keeping up with industry trends, customer feedback, and testing new strategies can help businesses stay relevant and continue to build a strong brand identity through email marketing.
Commonly asked questions
How do you express brand identity?
Expressing brand identity involves communicating the unique characteristics and attributes of a brand to customers and stakeholders. Here are a few ways to express brand identity:
- Visual Identity: A brand’s visual identity includes elements such as logo, color palette, typography, and imagery. These elements should be consistent across all of the brand’s communications and should reflect the brand’s personality and message.
- Brand Voice: The brand voice is the tone and style of language used in all of the brand’s communications. It should be consistent and reflective of the brand’s personality, values, and message.
- Brand Story: The brand story is the narrative that explains the brand’s history, mission, values, and unique selling proposition. It should be compelling and consistent across all of the brand’s communications.
- Brand Experience: The brand experience is the overall perception and feeling customers have when interacting with the brand. It should be consistent across all touchpoints and should reflect the brand’s values and personality.
- Consistency: Consistency is key when expressing brand identity. All of the brand’s communications should be consistent in terms of visual identity, brand voice, and brand story in order to create a strong and recognizable brand identity.
- Authenticity: Being authentic and true to the brand’s values and personality is important in building trust and loyalty with customers.
- Regularly review and adjust: As the market and business evolve, it’s important to regularly review and adjust the brand identity to ensure it stays relevant and reflects the current business and market conditions.
How do you write a brand awareness email?
Writing a brand awareness email requires a strategic approach to effectively communicate the message and increase brand recognition. Here are some tips for writing a brand awareness email:
- Have a clear subject line: The subject line should be attention-grabbing and give a clear indication of what the email is about. It should also be consistent with your brand’s messaging.
- Use a consistent design: The design of the email should be consistent with your brand’s visual identity, including the use of your logo, color scheme, typography, and imagery. This helps to create a sense of familiarity and recognition for the customer.
- Keep the message simple: The message should be clear, concise, and easy to understand. It should also be consistent with your brand’s messaging and values.
- Use storytelling: Share the brand’s story, values, and unique selling proposition in the email. This helps to create an emotional connection with the customer and strengthens the brand’s identity.
- Include a call-to-action: Include a clear and compelling call-to-action in the email, such as visiting the website or following the brand on social media. This helps to drive engagement and reinforce the brand’s identity.
- Personalize the email: Address the recipient by name, segment the email list and tailor the message to the recipient’s specific interests and needs.
- Optimize for mobile: Make sure the email is optimized for mobile viewing, as many people read emails on their smartphones.
- Test and analyze: Test and analyze the email’s performance, and make adjustments accordingly to improve the effectiveness of your brand awareness email.
What are the 7 elements of brand identity?
The 7 elements of brand identity are:
- Brand name: The name of the brand, should be unique and memorable.
- Logo: The visual symbol or emblem that represents the brand.
- Tagline or slogan: A phrase that summarizes the brand’s message or mission.
- Color palette: The colors used to represent the brand, which should be consistent and in line with the brand’s image and values.
- Typography: The style and typeface of the brand’s text, should be consistent and in line with the brand’s image and values.
- Imagery: The visual elements that are associated with the brand, such as photographs, illustrations, or videos.
- The tone of voice: The style and tone of the brand’s communication, should be consistent and in line with the brand’s image and values.
These elements work together to create a consistent and recognizable visual identity for the brand. Having a strong brand identity can help businesses to stand out in the marketplace and build trust and loyalty with customers. It’s also important to note that these elements are interdependent. For example, the tone of voice used in the brand’s communication should align with the overall messaging and values of the brand.
How do you showcase a brand identity?
There are several ways to showcase a brand identity:
- Create a strong visual identity: Use the brand’s logo, color palette, typography, and imagery consistently across all marketing materials.
- Develop a consistent tone of voice: The brand’s tone of voice should be consistent across all communication, whether it’s on the website, social media, or in print materials.
- Use storytelling: Share the brand’s story, values, and unique selling proposition to create an emotional connection with customers.
- Use social media: Share behind-the-scenes content, customer testimonials, and other engaging content on social media platforms to showcase the brand’s personality and values.
- Partner with influencers: Partner with influencers in your industry to showcase the brand’s products or services and reach a wider audience.
- Host events: Host events such as product launches, pop-ups, or sponsorship events to connect with customers and showcase the brand’s identity.
- Incorporate the brand into packaging: Use the brand’s visual identity on product packaging to increase brand recognition.
- Provide exceptional customer service: Train employees to be brand ambassadors and to provide exceptional customer service to represent the brand in the best light.
It’s important to keep in mind that showcasing a brand identity is an ongoing process and requires consistent effort. Regularly reviewing and updating the brand identity elements, creating new content, and engaging with customers can help to keep the brand top of mind and increase brand recognition.