Brand Identity: Split Personality or Consistently Cool?

Vivian Swertinski

 “Hey, it’s me. As you know I was browsing online and ended up spending quite a bit of time on your website.    

I really enjoyed my visit and could tell we have a lot in common. When I saw that you had an email sign up list I was excited to see what interesting information you would be surprising me with. The email arrived…but to be honest, I almost didn’t open it. 

I saw the first and last name of the sender but didn’t recognize who this email was coming from. I’m sure everyone at your organization knows her… but to me she was a stranger. The subject line indicated that this was something I requested so hesitantly I did open the email. The news articles were very interesting and I can see this publication being a great resource for me. In fact, one article reminded me of a topic I need to research on your site. I looked around for a quick link that would take me back to the website but I didn’t see that option. No worries, I’ve made a note on my to-do list and when I get some time I’ll get back to you.”

Can your audience readily recognize your organization from one marketing channel to another? Are you making it easy for your audience to do business with you? Savvy marketers know that brand continuity is achieved by purposefully coordinating all client facing elements to give a consistent, recognizable look and feel for your organization.

For many organizations the audience’s first impression begins with their website. Website visitors become familiar with the look and feel of your brand and you want to build on that memorable experience. Make sure to:

  • Be intentional in creating branded email templates that convey a consistent tone and voice for your organization.
  • Be purposeful about welcoming new audience members by making the friendly from name recognizable at the onset.
  • Incorporate a website navigation bar into your email template that compliments the navigation on your website.

Not only will this encourage your email readers to click through to the site, they will become more efficient in finding and utilizing website content.

Paying attention to the little details can make a huge difference in how your brand image is perceived. Now is the perfect time to take a look at your brand from the outside in and give yourself a brand makeover.

For more email design tips click here.

About the Author
Vivian Swertinski

As the Strategic Services Manager at Informz, Vivian partners with clients to maximize their digital marketing efforts with customized strategies leveraging the Informz marketing automation platform. Outside of work Vivian enjoys shopping, boating and volunteering her time to help disabled individuals in the community.