Often, when we purchase something, we opt for a brand that we are familiar with. My mother always chose Hellmann’s Mayonnaise. Other mayonnaise had the same ingredients, but there was something about the familiarity of the Hellmanns brand that assured her that it was the right choice. Coca Cola has used the same brand since it launched the product in 1885. It’s no wonder that the Coca Cola brand is recognized around the world.
Pepsi, on the other hand, has gone through a series of brand changes over the years.
Pepsi is also a well known brand, and although they have changed their brand design numerous times over the years, the brand name has remain unchanged.
The more consistent you are with your branding, the more familiar it will be to consumers over time.
For email marketers, your email brand is that which appears in the From field to identify yourself as a sender. When a recipient recognizes the sender identity, they are more likely to read your message. Of course, you might have specific product or service brand designs inside your message, but the sender identity is the first thing that represents you to your recipients. Keeping that brand consistent will foster awareness over time.
For more about email sender identity branding, read Email Marketing: From Tom O’Leary (Infacta)
What does your brand say about you? Is it easily recognized by your audience?
