Email Signature Branding: Why is it Important?
A company’s brand represents who it is and what it does. After all, your brand is the sum total of your customers’ perceptions, notions and experience. It is the face, personality, and the values espoused by your business. It goes beyond just a logo or graphic element.
This is why it’s essential for branding to be used and displayed correctly in every possible medium, including corporate email.
Why is Email Signature Branding Important?
Corporate email is often a medium where branding goes amiss, despite being the most common business communication method. Consistent branding is important and conforming to brand guidelines impacts the design of your email signature, from your company logo to the color palette and font.
These then need to blend with the rest of the signature design such as the contact information, display banners, social media icons, and the actual contents of the email to achieve the desired impact. You’ll also most likely need to include a legal disclaimer under the main signature in line with brand guidelines.
Here are 10 key reasons why email signature branding matters when it comes to a company’s identity.
1. Promoting recognition
People prefer do business with companies they are familiar with. If your corporate branding is consistent and easy to recognize, it can help people feel more at ease purchasing your products or services.
Conforming to brand guidelines is essential when designing a professional email signature. Your company logo and brand colors are what inform the overall design. Using your company’s guidelines will ensure your brand is always presented correctly.
2. Sets you apart from the competition
Standing out from the crowd is critical in today's marketplace, particularly over email. Many companies are no longer competing just on a local stage, but within a global economy. This means you have to make sure you stand out from thousands or potentially millions of similar organizations around the world.
In the context of email, your brand needs to stand out in crowded inboxes in order to have any impact. An email that conforms to a company’s brand guidelines has a much higher chance of doing so.
3. Tells people about your mission and values
Your full brand experience such as the visual elements of your logo tell customers what kind of company you are. You need to make sure that everything you do accurately reflects what your organization says and does. Branded email signatures do this whenever someone sends an external email from your organization.
4. Provides motivation and direction for your employees
A clear brand strategy provides the clarity that your staff needs to be successful. It tells them how to meet your organization’s goals and act as brand representatives. Providing all employees with an internal email signature or even different templates for different responses helps to solidify this motivation.
5. Generating referrals
When someone has a great experience with a brand, they love to tell others. According to Adweek, 76% of people say they’re more likely to trust content shared by “normal” people so your brand advocates are one of the most credible forms of advertising. Brand advocates share your message with natural passion.
When using professionally branded email signatures, you get to exploit the high visibility of the email signature touchpoint. The information provided with a targeted message naturally generates additional referrals without interrupting an email conversation.
6. Helps customers know what to expect
A consistent and clear brand lets customers know what to expect when they interact with a company. There is no uncertainty, which is key.
Branded email signatures create a sense of trust; if the recipient of an email recognizes your brand and company, they’re more likely to reply or engage.
7. Represents you and your promise to your customer
Your brand represents your company across all elements; your staff, your marketing materials, even your corporate email signatures. Your brand needs to be clear regarding what you’ll deliver a customer. It also needs to state what it says about you as an organization.
Not using consistent branded email signatures can have a negative impact on a company’s reputation. It simply comes across as unprofessional. Do you really want your customers thinking badly of your company all because of a poorly branded email signature?
8. Create clarity and stay focused
Moving away from your original goals and plans is surprisingly easy. That's why a clear brand strategy is designed to keep a company's vision as focused as possible.
Being strategic with your brand will guide your marketing efforts including how you use email signatures to present your brand consistently on corporate emails.
9. Connect with your customers emotionally
A good brand connects on an emotional level, making customers feel positive when they interact with the brand. The strongest brands make people feel good on an emotional level.
When this branding is presented repeatedly over corporate email, the recognition created helps build these positive emotions.
10. Provides your business value
A strong brand provide value to an organization far beyond the product or service it offers. The most famous brands like Microsoft and Google are not just what they sell; their value goes far beyond that.
The importance of email signature branding cannot be overstated. It's important that all employees use an email signature design that correctly display your company’s brand on every email they send.
However, without an email signature management policy in place, presenting consistently branded email signatures is all but impossible. Mobile devices will often remove HTML that renders correctly on desktops. Email clients will not display email signature branding consistently. And updates become too time-consuming to manage. That's why so many companies choose to deploy a third-party email signature management solution.
How Exclaimer Can Help:
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