When we buy a product, we will hardly think of the product first; we think about the brand.
Branding is what keeps your business alive in this competitive digital arena. There are many steps you would need to do to sustain your name and fame in the market. Having a unique brand identity is the need of the hour, irrespective of the size and structure of a business.
The question is, what is the best way to build and maintain your brand image? Growing companies often divide their branding goals into smaller chunks and then try to achieve them. Some conglomerates fly solo in the quest of attracting their customers. Either way, every business has to run an extra mile to get that brand sustainability.
But what is the best marketing strategy to sustain your brand identity? We would say your email channel has got a lot of potential.
In this article, we are going to discuss how email marketing strategy can create a long-lasting and sales-inducing brand image for you.
Why Is Brand Identity Imperative for Businesses Today?
Businesses of every size and structure require brand identities that will help them survive in the market. There may be different strategies for small, mid-sized and big businesses, but everyone needs a branding strategy.
Whether it is choice of logo design colors or stringent paid campaigns, you need to do every possible thing to imprint your brand name in your customers’ mind.
Here are the most evident reasons for having a brand identity today:
Emails Are The Best Branding Strategy For You
So, now you know that branding is necessary for your business’ growth. The next important step is to choose the best strategy. Emails are a cost-efficient and impacting system that can work wonders for your business.
If you are just starting up and resources are limited, email marketing is the ideal solution for it. Here are a few things you need to consider while using email marketing for your brand’s uplift:
Identify your target audience
Before you even start to create your brand marketing strategy, you need to identify your target audience right down to their age, gender, reading level, preferences, buying behaviour, affinity, and even the kind of device they use to access your email or newsletter.
Not only this will help you ensure that you are “speaking” to the right people but also able to convince them that your brand is trusted and an expert in the subject that they read in your email newsletter.
Planning your email marketing campaign therefore starts with your target audience.
Stick To Your Brand Identity Design Guidelines
As mentioned above, your consistency is the key to your success. Design guidelines are highly helpful for creating your brand identity design. Whether it is newsletter or sales emails, you need to be consistent with your brand with every email campaign. There are brand consulting firms out there that can help you create engaging design guidelines for your email marketing.
Newsletter Templates Must Go With Your Guidelines
You would agree to the fact that newsletters are essential tools to connect with your audience on a regular basis. It helps create a closer relationship with your customers in an interactive manner. When you are creating newsletter templates, make sure they end up looking like your brand. Find a smart format and template that will have a unique approach. It is good to have multiple formats and alter them accordingly, but there should be uniformity, or your audience will not take you seriously.
Feel Free To Re-Use Images and Designs
It is true that originality is everything in today’s digital market; marketers are smartly recycling the materials. You need to have something that will set your business apart. When you create a newsletter, offers and gifts are the major attractions, but you can think about re-using your images. Don’t think that using your brand designs will lead to repetitions. Instead, it will make your audience familiar with your brand image and make you easily recognizable. Whether it is a design copy, sales email, or newsletter, all the elements of your brand designs must be included.
Use Your Brand Tone In Your Copy
Each email copy should speak your brand. Email copywriting is the most important component of branding. Hence, you need to focus on creating copies that resemble your brand voice. The brand message should have design consistency, just like other components. The brand voice should majorly focus on etymology, sound, and syntax. Your choice of words makes a great deal in reciprocating your brand voice. For instance, a formal tone will work well with professional images, and similarly, modern pictures may best be depicted with modern slang.
Build Campaigns According To Your Brand Image
Last but not least, your brand campaign should be created around your brand image. Think about your brand when you are creating a brand campaign. Remember the image, voice, purpose, and everything that your brand stands for. All your emails must have a compelling call-to-action to it that will attract more audience towards your brand. Whether it is written or graphical content, your marketing campaign must be something that points to your brand.
The Bottom Line
Email has always been a great tool for marketing, even before digital marketing was a thing. If you have limited resources and just starting up, you can always trust your branding needs. For instance, email newsletters are the most potent tool that can leverage your brand image. It has all the essences of your brand, including tone, logo, signature style, etc. Email marketing can provide you with a bunch of branding benefits like setting your brand apart from others, making your audience familiar with your brand, and using cost-effective branding techniques.
Your business needs a brand image that helps in its growth. If you haven’t yet thought about email marketing, now is the time to get started and embrace its potential to achieve the required success.
Written by guest author, Kris David
A student by day and a wordsmith by night, Kris David works as a freelance blogger. He is currently pursuing a degree in Communications and relying on his freelance gigs to jumpstart his career in journalism.
.png)
