Among social media, mobile devices, interactivity and dynamism, there’s is such an important tool as all these ones, which is essential to building rapport with the right audience in the digital world, where the brand\'s presence is growing: email marketing.

Exploring the various ways email marketing offers can help strengthening the brand and increasing customer’s loyalty, although many still believe that email marketing can only be used for sales.

But how can you stand out and really get the attention you need to reach new customers and generate new opportunities?

What is Brand Consistency?

E-commerce, social networks and virtual life brought noticeable growth of digital marketing. Thinking of a brand nowadays without thinking about strategies, so that you can, at least, show yourself in digital environment, might be really risky.

Digital marketing should be used to confirm, expand and highlight the strategic positioning of your brand to the public who wants to be reached or maintained, and based on that, the first step to be set before venturing into the digital market, and also in management of any brand in terms of marketing, is to understand the concept of brand.

Brand is a set of associations and sensations perceived by the customers or potential customers, and they attach value to the product or service offered. For a successful brand, these aspects must work with consistency and coherence, balancing the concepts, whether in social networking, marketing, email, landing pages, online services, etc. Anyway, in all digital touch points that the company offers next to their audience.

Brand management - or branding - has become an innovative strategy to build and strengthen the image of a brand, adding values such as trust, identity and purpose. With the intention of creating dialogue and proximity to your target audience, companies use this tool to express their identity and authenticity.

Some marketing professionals argue that a brand should be more concerned with consistency than with consistence. This means that there is no point worrying about graphics standards or be able to play your customer across all touch points, whether your promise is not consistent with the positioning of the company. Thus, any interaction between customer and company should be a reflection of what is preached by the brand.

The secret of building a strong brand

It is essential to study the market and the company comprehensively, in order to verify if it conforms to the proposed positioning, thus, draw a planning goal. The more the company\'s shares are linked to the brand\'s attributes, the better their acceptance and engagement with the public.

You can find an audience that shares the same values that your brand if these values are well defined. In addition, you must clearly know how to communicate this positioning using communication tools such as logo, advertising, branding, jingles, strategies in search and social networking sites.

Social networks also strengthen the relationship between brands and consumers. Realizing the company\'s position in the market and setting a communication consistency, all the points of contact are favorable to improve the relationship of a brand with its consumers. There are plenty of successfull stories in which brands were able to work social networks to improve engagement, both with consumers and with their competitors.

The experience marketing is also a branding strategy that seeks to create exclusive ties and strengthen the relationship between a company and its consumers. This explains why people pay R$12.00 for a coffee from a well-known brand without thinking twice, and complain about paying R$5.00 at the corner bakery. After all, at the famous brand coffee shop, the person is served by a professional, called by the name, there’s an incredible environment to consume coffee, and at the bakery, it\'s only about buying a simple coffee.

Branding for email marketing

Email marketing is an opportunity to create direct links with consumers that, when set up properly, can help leveraging the ROI of any marketing campaign. When planning your e-mail marketing campaign, it is extremely important to mention your brand accurately, so your company will become a reliable reference for consumers as well as being a way of being present in customers’ lives whenever there’s something new going on. Thus, the chances of someone to unsubscribe becomes lower and your business will always be present before the eyes of your target audience.

Check out some tips for creating trust and authority, beyond reinforcing your brand, through building email marketing campaigns which add value to your consumers’ lives:

1. Personality and Voice:

Your brand is serious or inconsiderate? Scientific or colloquial? Whatever your personality defined, it should be makes the over all points of contact of the brand. Stay true to your brand and make sure the tone is representative of your personality and values. Consumers will notice the difference.

2. A consistent template:

Your email marketing template is an opportunity to reinforce who you are as a brand, making consumers to trust you. The human brain is programmed to recognize patterns, and this pattern recognitions are the basis for the brand. Consumers will know, although they may not be able to articulate when something does not adhere to their brand standards. Thus, they may not be able to draw a parallel with your brand, and you might lose a potential customer. By creating a template for your email marketing, refer to the standards of your brand. Are you using your logo correctly? Are sources consistent? Are you using your color palette properly? Do the buttons and designs match your website or other brand guarantees? Make your email marketing campaign to be recognized instantly, reinforcing your brand standards and getting stuck to them.

3. A stamped preview pane:

You spent long time working on a beautiful template, but completely forgot the display panel! If you have not marked the third top of your email message to be viewed as a panel, consumers will have a superficial first impression of your brand, and could potentially put you out. Be sure to include your logo on the display panel, since subscribers are more likely to open emails from brands they know. You should also use this area to hook consumers with compelling images. This section is basically the "elevator pitch" of email marketing and determines whether you will be able to be read or deleted. Use this section to give a succinct overview of what\'s ahead, and do not forget to include a "call to action", so that consumers get to know what to do.

4. Custom Landing Pages:

Whether a sign up page or unsubscribe page, you should ensure that the consumer experience is always consistent, so that consumers know where to find common items. In addition, all assets value of your brand should be consistent with consumer perceptions.

5. A consistent picture style:

When selecting images, refer to the brand standard, especially the brand personality. What tone of humor do these images want to convey? Not all the images you selected will transmit the same attributes. If you are using a black and white photography, make sure you use it everywhere. If you choose illustrations drawn by hand as a more effective way to communicate who you are, use that consistently as well.

Anyway, email marketing is still the fastest way to get in front of consumers and is an opportunity to reinforce your brand. Therefore, above all, make sure you are constantly exposing your brand. The more consistent you are, the more consumers will be likely to remember and trust you, and the more likely they will be willing to complete a transaction.

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