Any successful business knows that the key to building a positive reputation starts with an easily recognizable brand. Even a simple and distinguished logo contains key information about a company and what it stands for.

In the digital age, many employers now realize that corporate electronic communications reflect the tone of an organization just as much as letterhead.

As email continues to dominate the written forms of business communication – with 376.4 billion emails expected to be sent and received daily by 2025 – email signatures have never played a more essential role in maintaining the brand image.

Although easy to ignore, your electronic signature is as important as any other part of your corporate identity. Think of your electronic signature as a digital business card that you give to customers with every email you send.

A poorly designed electronic signature can not only hurt your professionalism, but also have a wider impact on your organization’s image, potentially discouraging customers from returning to your business. A strong email signature, on the other hand, can add significant value to your brand.

With that in mind, I’ll discuss ways businesses can use electronic signatures to build consistent branding and build reputation.

Consistency is the key

Keeping all messages consistent is key to ensuring that your brand is instantly recognizable to customers and that your brand’s voice should align with your brand values.

You want your customers to believe your business is reliable, so sending mixed messages through inconsistent branding will only create mistrust. With 90 percent of consumers viewing brand authenticity as an important deciding factor in choosing which businesses to support, brand consistency has never been more important.

There are three key rules to consider when building stability within a brand:

Employee behavior: Your employees are the first line of contact with your customers, making them key players in conveying your brand message. From top to bottom, your chain of employees should all exhibit the same behaviors to reinforce a cohesive brand image.

Design: A big part of recognizing your brand involves incorporating simple yet memorable designs into your logo and a larger corporate identity. Take the example of IKEA, with its striking blue and yellow logo reflecting its Swedish roots and designs. Even his whimsical TV ad is consistent with his branding, you know you’re watching an IKEA ad long before the logo is revealed.

Communications: What you communicate to your customers and the language in which you do it can have a big impact on how your brand is perceived. To communicate effectively with your customers, you need to be transparent and consistent in the content you share and use a tone of voice that reflects your brand.

The above also applies to electronic signatures which, although often overlooked, are an important part of a consistent branding image.

Professional consistency

Delivering a consistent brand experience in business emails is essential for building customer trust and authority. By not having a uniform electronic signature across the company, it could potentially damage the professional image of your organization.

However, whether for legal or marketing purposes, different departments often have personalized email signatures to accommodate different business leads. For example, a sales department may seek to impose a promotional signature by advertising certain products.

Leaving your employees to manually edit their electronic signatures is not only a waste of time, but can easily lead to copy and design errors in your company’s electronic signature, resulting in an inconsistent branding experience.

Having a centralized solution allows businesses to manage the basic design and content foundations of an electronic signature, ensuring that a consistent brand identity is represented on every corporate email.

Create links

Since working from home has become the new normal for many employees, business communication is mainly digitized for various organizations.

Yet emails don’t have to be impersonal – your email signature can be a useful tool in forging connectivity between individuals, leads, and businesses.

Email signatures bridge the gap between a sender and a recipient, helping to make an interaction more personalized and memorable. Including a head photo in your email signature puts a face to a name, humanizing the interaction for the customer.

Adding links to personal pages like a “Meet the Team” page on your website or even LinkedIn profiles can also help establish and develop meaningful connections between the company and the customer.

Links to social pages are also important to include in your email signature. Social media is often a haven for company news, highlights, and in some cases, the latest promotions. Not only does this help build a relationship with customers, giving them an informal place to engage with your business, but it also helps build brand loyalty.

A marketing and customer service center

Consumers’ needs are constantly evolving, with the pandemic in particular causing a change in customer expectations. Unfortunately, businesses that can’t or won’t change to meet the demands of their customers can be left behind.

With 79% of consumers admitting they would only buy from brands that show they understand and care about them, it’s critical that businesses consider customer feedback at all times. opportunities.

Innovation starts with understanding the problems your customers need to solve, and the only way to get that information is to give them a voice. This is where your electronic signature can help customer service.

Consider including one-click surveys and simple traffic light performance indicators in your e-signatures. These help respondents feel heard and give businesses the opportunity to gain critical feedback at every stage of the user journey.

Email signatures are also a great place to subtly display accolades – it’s a great way to boost your trust as a brand without explicitly listing your credentials.

Businesses can also benefit from using their electronic signatures as a way to demonstrate ethical practices that customers may find attractive. For example, many now take a company’s environmental impact into account in their purchasing decision, with 74% of consumers willing to pay more for sustainable packaging. It is therefore profitable for brands to highlight these references.

Maria Canton, Global Marketing Manager, Exclamation


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