Branding Begins with Email Branding, Brand with each Email

Posted in   Branding   on  February 8, 2022 by  Glasco Taylor0

Email Branding(Newbie Error)

The most frequent mistake I see small companies and solopreneurs make is using their personal or any other non-domain email address and complete ignoring brand identity. This is against email marketing standards. They are losing a chance to develop brand recognition. This is similar to taking the bus with the driver in his personal vehicle. You appear unprofessional.

This seems strange, but it's how ridiculous you appear to anyone with even a basic understanding of technology. The amusing aspect of this is that the offender seldom perceives any issue with it. Furthermore, they are frequently irritated when you bring up the problem.

How Using a Business Email Helps Branding

  1. Trust - The simple use of an email address that matches the domain immediately shows a connection to the domain, but most importantly builds immediate trust.
  2. Professionalism - It is quite unprofessional and lazy to use [email protected], [email protected], or [email protected] These are designed for personal use only. These are ok for civic organizations and PTA, but not for a for-profit or serious non-profit organization.
  3. Branding - It brands the email as a part of the organization and vice versa. This is magnified with a well-crafted signature file.
  4. Marketing Efforts - This will add a boost to your marketing efforts. Also build brand recognition and brand consistency. This is a marketing channel you are already in.

Your Own Email Signature

Create your own signature. Make certain everyone in your organization has the same standard information in it. If you are a creative org, go crazy. However, if you are technical, perhaps it is good to tone it down. The only directive, other than the standard info, makes it individual to each person.

branded email Signature Management

Here is a generic list of the must-haves for your email signatures:

  • Name
  • Position
  • email (in the event they print and it is not written anywhere else)
  • website
  • office hours in your time zone (if your customers are not in the same time zone)
  • company logo
  • social media sites
  • small images (either you or what you do)
  • call to action (optional)

Please develop your own brand guidelines.

Email Marketing and Branding

If your bottom line depends strictly on email marketing and want to include brand identity, it is important that you use your signature and the entire email to help your brand. I have said it before, but it is worth saying again. Do not use @gmail.com, @aol.com, @hotmail.com, or anything like this. It should be your organization's domain name if you want to be taken seriously and full press your email marketing. This must be included as a part of your marketing strategy. If you are concerned and need help, you can go to Fiverr and get a professional email signature done for you.

Possible brand Email Pitfalls

You want to be certain to be aware of brand personality and more importantly brand consistency. Often I see the tone and actual tag lines change in different emails. Email marketing is something you have total control of, use it. 

We have a Branding solution for this

With Infestus Consulting we leverage your web hosting provider or we lean into Google Workspace. With your web service provider, you will need someone in your organization to manage this, else we can do so. Know that the manager will have to enter each of the email accounts' passwords. Email marketing remains an important method of reaching your audience.

With Google Workspace, individuals are able to log in and change their own email passwords. We think it is the best way to go.

Don't miss this opportunity to start your own email branding.

About the Author Glasco Taylor