Effective branding and building a good online presence involves maintaining consistency in the design elements – whether it is on email or social media. Lack of consistency in the design elements will lead to users questioning your brand’s credibility and legitimacy.
Creating sales and traffic is the top priority while promoting your brand via email. Users should be able to tell from one glance which brand an email has come from. The easiest and most obvious way to go about this is to simply make sure that your brand’s logo figures prominently in every email that you send.
Beyond the logo, you should also look at the colour scheme. The colour scheme of your emails and website should match. However make sure that the colour is not coming in the way of users reading the content of your email – the text colour and background colours should complement one another so that the former stands out clearly.
The same typography you use on your website should be used in your emails. This will help users to become much more familiar with your brand identity. While sending emails, make sure that the font matches that of the standard font of your website. When users land on your website via the link in your email, they should feel they have arrived at the right place, and not feel ‘lost’ or ‘misled’ due to inconsistency in design elements and themes.
It is very important to ensure consistency in the call to action buttons in both your email and website. When users see a familiar call to action button on your website after having seen the call to action button in your email, they will see it as much more credible and there will be higher chances of them clicking it. You may have to use a different colour for the call to action button in your email if it is not standing out prominently enough, but you should ensure consistency in font and button shape.
Maintaining consistency in design elements while building online brand presence via social media is just as important as it is in emails, but as social media is not just one platform but multiple online communities, you will need to look at the needs of each before proceeding.
Just like email, your brand’s logo should be prominent in all social media interaction and content. While using images on social media, it is wise to go for images which are already there on your website, so as to create consistency, brand recognition, and a sense of familiarity when users land on your website.
You should go for images which cater to the needs of each social media platform. Beyond the design elements, there is the narrative tone. You should make sure that this narrative tone remains consistent. While going for different social media platforms, cover different elements of your brand and business on each platform after studying the needs and interests of the audience of each.
Social media and emails are a great way of expanding your brand’s online presence, and the key to successful integration of your website design with emails and social media is consistency.