The identity of your brand is what distinguishes it and makes it appealing. It’s critical to maintain consistency, whether you’re writing emails, building new landing sites, or uploading photographs on Instagram. Creating and maintaining a brand identity, on the other hand, is easier said than done.
There are numerous brand identity challenges no matter the size of your firm. You may complete a number of digital marketing campaigns in one channel, but everything may have changed by the time you move on to the next. Meanwhile, having so many hands in many buckets can result in a very confusing brand identity.
The most effective digital marketing teams have procedures in place to reinforce their brand identity. It needs dedication, diligence, and purposeful acts, not to mention time and tenacity.
Maintaining a brand identity is critical in digital marketing. Here are five essential strategies to help you keep and strengthen yours.
1. Establish design guidelines
For most marketers and designers, a design guide is an obvious necessity.. Design guidelines (here are some examples) are quite popular these days since they enable in-house and freelance designers to conform to pre-conceived standards. Off-brand materials are filtered through. The criteria maintain quality regardless of who creates the design elements.
Typical design parameters include logo iterations, brand colours, typography, and any imagery or iconography. These characteristics are excellent places to start and can assist you in maintaining brand identification as you execute digital marketing campaigns.
2. Establish voice and tone guidelines
A brand identity is more than just a logo; it also includes a voice and tone. In the same way that you want design rules, you also want writing guidelines that reflect your brand.
These rules will assist you with title and header conventions, the tone of your copy, how to write certain types of phrases, and other conventions. You’ll provide writers an idea of voice and tone, in addition to grammatical and technical matters. It is critical to present numerous examples when developing voice and tone rules. It is subject to interpretation if you advise authors to have a “clever” tone. However, if you provide numerous samples of what a witty tone looks like in practice, writers and marketers will find it easy to reach the mark.
3. Create proper email templates.
This is an email-specific suggestion, but most businesses send a lot of them. Furthermore, customers still prefer brands to engage with them via email. Email is a key element of keeping your brand identity, so get it properly.
To retain brand identification in email, establish a set of unified email templates that may keep your design constant for different sorts of messages. Here’s how it’s done:
Step 1: Make a list of the different sorts of emails you send.
The first step is to identify all emails that originate from your organisation. Examples will vary depending on industry and focus, but here are a couple to consider:
Newsletters with content
Update newsletters or product information
Highlights from the blog
Notices (like GDPR updates or privacy updates) (like GDPR updates or privacy updates)
Emails for transactions (messages like receipts or sign up notifications)
Automated sequence (onboarding emails, welcome emails, anniversary emails)
If you find yourself listing a lot of one-time emails, such as a Mother’s Day Sale or a Welcome Communication, begin grouping them with other typical sorts of email. You should wind up with a few solid groupings under which the rest of your emails can be classified.
Step 2: Create email templates for each kind.
Now that you have a categorised list, you can start making templates. Examine each communication category and identify the elements that must exist. You can construct templates once you’ve identified the requirements.
The advantage of developing templates for each category at the same time is consistency. You’ll be able to recall the design you used for welcome emails and incorporate elements of it into your newsletters or sales offers. Check your design guidelines to ensure that these templates are consistent with your brand.
Step 3: Use templates to send emails.
Your categories have been determined, your templates have been created, and each email you send will now be consistent and on-brand. Using saved templates will help speed up the process of creating emails because you won’t have to start from zero each time.
4. Create uniform designs across all digital marketing mediums.
Obviously, consistency is a vital component of brand identification, but it must be reinforced.
Meeting and informing your customers’ expectations when it comes to interacting with your organisation is a big aspect of branding. As your brand grows more recognisable, your audience will expect to see or read things in a certain way if they are associated with your firm.
This couldn’t be more true when it comes to design.
If you’re following your brand’s design guidelines, this crucial feature shouldn’t be too difficult—your designs should all be very similar. However, it is very simple to consider social media, your website, your product, and email to be silos in the big scheme of your digital marketing.
Consider these channels to be branches of a single tree. Each branch serves a different purpose, but they all sprout from the same hub (your brand) and look and feel the same. This may include having the same header image on your social media banners and website, or utilising the same colour scheme in your emails as you do on your blog.
5. Coordinate your efforts across all digital marketing channels.
To improve brand identification, you should create consistently.You should, however, evaluate how multiple digital marketing channels connect.
A good example is the use of social media in combination with email. While they are vastly distinct platforms, there are several ways in which one might improve or support the other. Consider the method of following and signing up. If your emails direct people to follow you on social media and your social profiles direct people to sign up for email, you may double your efforts and provide a more cohesive experience.
Consistency is essential for developing a strong brand identity. You don’t want your brand to appear completely different on social media and on your website.Customers would be confused, and as a result, your brand would come to appear less reliable and competent.. So, always follow a brand guide that includes all of the key parts of your brand identity. That is what allows you to develop long-term brand recognition and loyalty.