Building brand identity with emails

Clone blocks newsletters

Which is short for Why Your Email Design Is Craving Clone Blocks by Moosend.

At Moosend, we try to invent new ways to help you build a brand through an exciting toolbox.

This time, we came up with a way to create a style that permeates all your email communication – consistently.

Moosend community, we give you Clone blocks.

Clone blocks, this is Moosend community. Oh, someone is shy.

Why do you need a New Email Design?

When designing your email campaigns, consistency is key. This is why you need to decide on a certain style that is aligned with your brand identity, personality, and vision. Every newsletter you send out is what the biggest proportion of your audience will come across. As a result, it is quintessential branding practice to treat it with the attention it’s due.

Why is brand identity important?

Because this is what you use to appeal to your customers: this is the sum of visual components and styles that communicate your brand even when it’s not explicitly stated. It is the light blue shade of Tiffany & Co., the business card of Apple inc employees. Your brand id is how your brand is perceived by others- and this is traced back to your brand.

According to the dictionary of American Marketing Association:

“A brand is a customer experience represented by a collection of images and ideas; often, it refers to a symbol such as a name, logo, slogan, and design scheme. Brand recognition and other reactions are created by the accumulation of experiences with the specific product or service, both directly relating to its use, and through the influence of advertising, design, and media commentary.” (Added definition) “A brand often includes an explicit logo, fonts, color schemes, symbols, sound which may be developed to represent implicit values, ideas, and even personality.”

How do I build brand identity?

Like we said, with consistency. Invest in the branding of your business. Ask a graphic designer to realize your vision and shape it along the way/over time. Make sure that this is a style that reflects both your vision, as well as your company’s mission.

How do Clone Blocks help me maintain my brand identity?

It’s easy to stick to your brand identity if you take the time to set up something which you are comfortable with, right from the start.
It’s even easier with Clone blocks by Moosend.

The latest free feature on Editor, which makes it intuitive to have a newsletter history in the form of concentric circles, all built around a common center of the circle.

This does not mean whatsoever that you should be limited by one style.

For example, if you send out a variety of newsletters, you could set up alternative styles. As a case in point, you could have your regular newsletter template, another one for short announcements and news flashes, and another for a monthly feed of news. Do make sure, whatsoever, that the header, footer, and center sections are familiar to the subscribers, therefore that these anchor their eyes immediately.

Integrate your brand identity with emails!

Whether your newsletter design is structured as a hero image at the top, a call-to-action section below that, and four tiles with additional information, or a single image with an one-liner and a CTA, you need to find out what works best for your business and stick to it throughout your email marketing strategy.

It’s in your headers and footers, your left/right text alignment or center text structure, it’s in the font or color you select: consistency is your identity card.

Not sticking to your brand style, on the other hand, might confuse subscribers regarding reliability of the sender and origin of the email. What is more, it could send out mixed messages about your brand’s positioning. This will make subscribers doubt the personality of the brand or the quality of the service altogether. Of course, this does not happen in this exact way: “This brand personality is no longer aligned with my personal characteristics. I feel that a niche brand would suit me best”. What this could come out as though, would be “This is soooooo mainstream” or “It lacks personality”, “I’m looking for something more exclusive”.

The right styles will tie it all together.

You’ll go from a noisy, sloppy identity with different color and width per header:

Newsletter parts

…to a beautiful, consistent, and uniform style like this:

Moosend's newsletters

Moosend’s Editor, beyond saving your own newsletter template, now enables you to template your sub-elements, from footer to header to CTAs.

To jumpstart the newsletter design process, here’s a few tips we thought we should share with you:
– Customize your block before you clone it
– Drag it and drop it
– Upload another one, or
– Delete it and put up a new one

Have more questions? Head over to our Help Docs or contact our Support Team!

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