Consistency of branding is important when communicating online. Your brand reflects your business, your niche, and it differentiates you from your competition. So when you interact with customers, suppliers and the general public make sure you put your brand in front of as many people as possible. As they say, it takes 7 - 12 impressions for a marketing message to be remembered.
Here are some tips to help you ensure your online brand is consistent and properly communicated.
Your Emails
- Ensure your email address is branded You@Yourbusiness (nothing says unprofessional more than using a free bigpond or hotmail email account).
- Ensure that your sender name includes your company name. It’s the first thing people see in their inbox. Make sure they know who it’s coming from and don’t label yourself as just “jonny” or “mel” or worse, “info”. Better to say “Jonny (Your Business)”
- Ensure your email signature includes your Business Name and logo if possible
Your Website
- If you don’t have a website, get one. Even if it’s a simple 1 page landing page. When people see your branded email address, they will get curious and try to find your website online. What does it say about your business if people get a “404 website not found” message?
- For those that have a website, make sure your logo is positioned on it optimally enough so that it can be seen no matter what device or monitor resolution it’s being looked through or where you are on a web page.
Your Offline Communication
- One of the most under-utilised areas of branding is displaying your web address in the offline world. Make sure all your stationery including business cards, letterheads and quotations are all clearly labeled with your brand and web address and most importantly, that it's consistent with your website.
- If you provide a service in public view, put up a sign that clearly displays your brand and web address.
- If your staff wear uniforms, include a logo and web address
Overall, no matter which channel you are communicating through, ensure that people are being prompted to visit your website. It’s where all your products and services are promoted and where you can turn an interested lead into an active buyer. Ensuring that everything is consistent helps to clarify and reinforce your unique positioning.
