Whatever the size of your business, branding is hugely important. The cues in your branding remind customers who you are, and have they perceive your business. People form relationships with brands, and emotions can be recalled every time they see the logo, colour palette, or other pieces of brand identity they mentally associate with it.
Branding and Email – Freedom or Not?
In some places, you have a lot of freedom to represent your brand however you like, for example on your own website, brochures or stationery. In others, such as on your Facebook page, your brand has to comply with the branding of the platform itself, and so you can’t be as free with things like fonts, colours and images. For example, whatever your palette, your Facebook page will still have a lot of Facebook blue on it.
Email is a kind of grey area between the two, because in theory you can design every email like a web page and make it look however you like. However, this isn’t always the best thing to do – especially when these images can display poorly on things like email apps.
Issues like this can make all the work you put into building a good list of email subscribers and verifying active addresses count for very little. It is, therefore, better to keep things simple with your body text, and not make your whole message an image with your text on it. So, how can you make your emails fit your brand identity without this causing them to look weird for some users or not display at all? This is something you need to figure out before using a check email address service and coming up with a list of leads.
One of the most important things about brand identity is that all your marketing materials are consistent with each other. To make sure this is the case with your emails, ensure you use a template or at least a defined signature, so each email a reader gets from you looks uniform. The template should determine the fonts and font sizes used, and also where you place any contact details or links to your website. These can take the form of a kind of digital business card that makes up your signature. The template should be used consistently by everyone in the business (of course, with the names and contact details changed on the signature for the relevant sender).
Don’t Depend on Your Logo
Keeping unnecessary images out of the emails you send is always a good idea. However, you probably do still want your logo to appear as a header or part of your signature. When you decide where on your template the logo should go, make sure it is in a place where it won’t look strange if a placeholder comes up instead if the image isn’t downloaded. Remember, if users fail to see the logo, they still need to know it is from you, so make sure the company name is clear in normal text too.
Also, remember to ensure that you write in a consistent style or tone – the words you use can be as much a part of your branding as anything visual, and can give a sense of your business’ personality and values.