Learn 5 simple steps you can take today to build your brand identity in your email, on your landing page, and beyond with AWeber.
By Kristin MacLaughlin 18th November 2020
What does it mean for you to have a “strong brand”?
For some, images of mega-corporations like Apple or Starbucks come to mind. Others might think of brands like Bombas or TOMS that match their values.
Regardless, I'm willing to bet you've been thinking of a big, recognizable brand. Therefore, it can be difficult for small businesses to create a strong brand identity.
Unlike larger companies, you don't have a team of branding experts to help you maintain and create your brand. You may feel like branding is reserved for Fortune 500 companies only. You may not have a website and feel like you won't be able to brand your business until you do (side note: you may not need one).
Additionally, branding your business can be an overwhelming task, especially for companies with limited bandwidth, time, money, and resources.
But brand awareness is something that every company needs to consider. Brand identity is not about what you sell, it is about how people interact with your company. I think Jeff Bezos said it best, "Your brand is what others say about you when you are not in the room."
With the right questions and a marketing solution with the right tools, you can create a standout landing page that will give you the brand awareness you deserve.
We'll walk you through 5 easy steps to brand your business, get noticed online, and set up a beautiful landing page. First, let's examine why branding is important.
Why brand consistency is important
Building a consistent brand doesn't have to be a big project, but you do need to spend some time figuring out how to represent your brand and what it should say about your business.
Going through a branding exercise is worthwhile for four main reasons:
- It sets you apart from your competitors and gives your company a unique personality.
- It helps you get in touch with your customers.
- It enables you to convey your worth to your audience and build credibility.
- It makes it easy for others to see that a product, website, social media post, etc. is yours.
So let's talk about how to create brand identity and brand awareness through your landing page.
How to create your brand identity
Before you get into your design, you need to establish a brand identity. And that begins with the creation of your mission statement.
Your mission statement tells the world what your company does and why it matters. You will gain more insight into the types of customers you want to attract and you will set the tone as you speak.
Think about how your product or service can positively change the life of your audience in order to create a mission statement. How do you want your audience to feel or what problems are you going to solve for them? Your statement should contain a target language that fits your overall goal.
To establish your brand's mission, you need to take the time to search for souls. However, the answers to three simple questions can help you define your brand.
Define your brand by asking 3 key questions
Simon Sinek is famous for discovering remarkable patterns in how the greatest leaders and organizations think, act, and communicate. He is probably best known for promoting the concept of the WHY in his first TED talk in 2009. It became the third most popular video on TED.com, with over 40 million views and subtitles in 47 languages.
Sinek focuses on three questions you need to answer in order to understand the purpose of your brand:
- What – the products or services that you offer your customers
- As – the things that set you apart from the competition
- Why – the reason you are passionate and why you exist
He calls these questions "The Golden Circle".
Defining your “why” is one of the most important steps you can take to grow your brand. People don't buy what you do – they buy why you do it.
Understanding your “why” is more important today than ever. Studies show that 50% of consumers worldwide say they buy now because of their brand values and impact.
Find out your competitive differentiators
You are most likely not the only company in your field. So communicating how you differentiate yourself from your audience is important. To find out what makes you unique, ask yourself:
- How are you different from everyone else?
- Do you serve a niche audience?
- Are you helping your community?
- Do you have great customer service?
- Are you the first in your room
- Why should your audience be looking at you and not other brands?
Connected: This is how you determine your "hook". Find your unique selling proposition in 6 easy steps
5 easy steps to tag your landing page
It's time to create a landing page that reflects your brand identity. Remember that your landing page can be one of the first points of contact a potential customer has with your brand. It's an important time to make a great first impression and establish brand identity.
1. Research what other brands are inspired.
Research companies that you admire or that you would like to have. Identify what draws you to their design, product, or voice and write down your observations.
You could note:
- The fonts used
- Your color palette
- What types of photos do they use?
- How they describe themselves on their landing page
2. Be very clear about who your target audience is. The more niche, the better.
Finding your niche is a crucial step in promoting your business. Your target audience should be people who want to buy what you sell and who share your brand's values.
One of the most important aspects of branding is identifying your target audience. If you overlook this step, the rest of your branding strategy may not be as effective.
3. Establish Your branding guidelines
If you already have branding guidelines that you follow across all marketing channels, you are one step ahead! If not, you will find that creating design guidelines later can help you succeed.
Knowing exactly what your brand represents will make it easier for you to find out how to visually present it to your audience. You want to use colors, images, and fonts that don't just appeal to you – they should have a certain mood (or tone) that you want to convey to your audience.
Pro tip: Create a mood inspiration board to get a clear idea of how you want to represent your brand.
First and foremost, create a logo if you don't already have one. A logo visually distinguishes your brand from another.
Next, choose a color palette that matches the emotion you want to evoke in your readers. Not sure which color to use? There have been a number of studies on how certain colors evoke a certain feeling.
Source: Huffington Post
When you've selected all of these details, save them as a style guide that you can share with others as a point of contact for creating branding elements.
Here is an example of a style guide from AWebers Design:
Make sure you follow your branding guidelines on your landing page and all other marketing channels. Take some time to write down all of your brand's characteristics (e.g., websites, blogs, emails, brochures, social media images) so you can make a comprehensive list.
4th Link your landing page to your custom domain
Unlike websites, landing pages can be created quickly, easily, and inexpensively with a tool like AWeber. You can even customize your landing page's domain url to make your brand recognizable and recognizable.
For example, it is much easier for users to type www.aweber.com into their browser than to remember our IP address. Can you imagine typing 184.108.40.206 to go to Twitter.com and 220.127.116.11 to go to Wikipedia.com?
Linking your domain to your landing page is beneficial for several reasons:
- Branding. Achieve brand awareness and consistency across your marketing assets and channels.
- Customer trust. Customers can easily see that they are in the right place, which makes them safer when buying a product or subscribing to your newsletter.
- Discoverability. Improve your search engine optimization (SEO) so that your employees can find your landing page more easily.
How to get a domain
You don't need a website to have a domain. If you want to buy a domain to link to your landing page, services like GoDaddy, Google Domains, and Domain.com are some of the most popular platforms.
Once you own your domain, you can link it to your AWeber landing page so people can easily find you online.
5. Embed content that tells your brand story in a unique way
Your landing page can contain more than text and a registration form. Tell your brand story in a dynamic and interactive way by adding embedded content.
With AWeber Smart Content, you can turn your landing page into an interactive experience. It may sound complicated, but all you have to do is copy and paste a link.
AWeber Smart Content lets you add hyperlinks and convert them into embedded polls, slideshows, music, live videos, cards, forms, GIFs, RSS feeds, audio playlists, products, and more.
Just a few examples of how you can use the content widget
They say a picture is worth a thousand words. Let embedded content help you tell your brand story and connect with your audience in unique, unforgettable ways.
Start branding your landing page today
Take the steps today to build your brand identity in your emails, on your landing page, and beyond. Sign up for AWeber Free today to get access to unlimited landing pages and email templates.