What company immediately pops into your mind when you see this image?
Coca-Cola. And that’s thanks to great branding. Even if Coca-Cola doesn’t show their logo in an advertisement, you still know it’s them. And you associate certain feelings and emotions with their branding.
When you successfully brand your own company, you build trust with your audience, become recognizable, and stand out. And since billions of emails hit the inbox every day, your email marketing needs to stand out.
Howard Schultz, the CEO of Starbucks, says, “Great companies that build an enduring brand have an emotional relationship with customers that has no barrier. And that emotional relationship is on the most important characteristic, which is trust. “
Here’s how to brand your business and email marketing.
What is branding?
Your brand is your business’ personality. You define your branding by how you design or talk about parts of your business, like your:
Great branding is consistent. Every time your audience hears, sees, or buys from you, they should recognize your brand.
Step 1: Create your mission statement.
Your mission statement tells the world what your business does and why it’s important. It will give you more insight about what type of customers you want to attract and will set the tone for how you speak to them.
To create a mission statement, think about how your product or service can positively transform your audience’s life. How do you want your audience to feel or what problems will you solve for them? Your statement should include aspirational language that speaks to your overall goal.
Sweetgreen states their mission clearly. They talk about what they strive to do for their customers (connecting people to real food) and why they want to do so (to inspire healthier communities).
Step 2: Research what other brands do.
Research companies you admire or aspire to be like. Identify what draws you toward their design, product, or voice and write down your observations.
You might jot down:
the fonts they use
their color palette
what types of photos they use
how they describe themselves on their about page
Step 3: Identify what makes you unique.
You’re most likely not the only company in your space. So it’s pivotal to communicate this to your audience. To find out what makes you unique, ask yourself:
How are you different from everyone else?
Do you serve a niche audience?
Do you help your local community?
Do you have great customer service?
Are you the first in your space?
Why should your audience look to you and not other brands?
Patagonia sets themselves apart from other clothing brands by talking about their superior standards. One of their core values is “Build the best product.” And their jackets meet their strict “H2No(R) Performance Standard.” Their high standards set them apart from other retailers and show how much they care about the consumer and their product
Although it may seem unimportant, typography — or a specific set of fonts — is essential to a stand-out brand. Typography helps your customers identify your company at a glance, and it says a lot about who you are.
For example, Sweetgreen uses simple, rounded letters, which convey friendliness and openness, as opposed to a sharper font with harsher, straighter lines. The simple, rounded font works well with their mission statement: “To inspire healthier communities by connecting people to real food.”
When choosing a typeface, select fonts which are easy to read at any size and with long or short paragraphs and sentences.
Only select 1 to 3 total fonts to use across your brand, and choose a primary font that you’ll use 85% to 90% of the time.
For example, Nike does a great job of consistently using one font on their homepage. To highlight the most important text, Nike displays headlines in bold, large, capitalized letters. They display sub-headlines, which are less important, in unbolded, smaller, sentence-case type. This is called design hierarchy, and it helps you find the most important text on a page at a glance.
Be sure to define font styles for the following things:
Body copy (text that is standard on all paragraphs)
This text should be easy to read at a smaller size.
Headline copy (text that describes what you are about to read in the paragraph below)
This font size should be larger and most likely bolder so that it stands out.
Button or links
Don’t think too hard about this one. Your buttons should be simple. They should be either text over top of a color box or underlined text of a certain color to indicate that you should click. Setting a standard for these will help create consistency throughout all of your web marketing materials.
LinkedIn does a great job of using a consistent photography style. Within the LinkedIn style guide, they speak to how they represent different parts of their marketing.
When they show photography of their app, they use images of a phone laying flat among everyday objects that “represent human touch,” (a.k.a. It should look like a person left the objects there.).
When they show people working and collaborating, they use images of people in candid moments.
Document your decisions.
Now, write down everything you learned and guidelines for how you portray your brand. The best way you can start to implement these ideas is keeping a document that states all of your findings so that you can always reference it when you go to create something new.
Steve is a seasoned online entrepreneur providing turnkey white label SEO and digital marketing services offering SEO, PPC, Social Media, Blogging, Affiliate Marketing training and Web Design Services to other online entrepreneurs and small businesses alike.