Branding Through Your Email Newsletter

by

tallen

Branding in your email newsletter is about so much more than using your company\’s colors and logo in a header that you hope will become easily recognizable. Those might be the most basic of tools involved in branding and they work well – if your newsletter readers are in the store and they see your logo on a product, chances are they will take note of that fact. However, basic recognition of colors and shapes is only the beginning. Your readers are capable of a lot more then that. For example, rather than simply recognize your brand when they see it, it would be even better if your brand was the one they thought of anytime they considered a particular product or service. You want to be the company that comes to mind before they ever even start looking. One of the ways that you can help to make that happen is to add more density to your brand. Create a personality that people can relate to, assign attributes to. This will not only make you more easily remembered but it will allow people to connect both mentally and emotionally – something you\’re just not getting if you never move past the colors-and-shapes phase.

The type of personality traits that you imbue your brand with are going to be unique. A combination of traits that express the values, goals and objectives of the company along with the interests, needs, and desires of the target market is what you are aiming for. You can start off by taking a look at your current email newsletter and asking yourself what it says about you? What does your template choice indicate about who you are? How about the voice of the writing – what tone does it take with the reader and how are they likely to interpret that? You might look at the graphics you use – everything from actual images to outlines and decorative details and fonts. All of this comes together to form a complete image. As you might imagine, it isn\’t very difficult for people to catch when there are incongruities. You wouldn\’t expect your doctor or lawyer to send you an email in a handwriting font, and you would be very surprised to get a highly formalized email newsletter from a dog walker. The great thing about creating an email newsletter is that you have control over these options- you get to decide what your appearance says about you, you get to craft the voice that lets readers know your attitude and opinions.

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Article Source:

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