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Any successful business knows that the key to building a positive reputation starts with having an easily recognizable brand. Even a simple, distinguished logo carries key information about a company and what it represents.

In this digital age, many employers now realize that corporate electronic communications reflect the tone of an organization just as much as letterheads.

As emails continue to dominate written forms of business communication – with 376.4 billion emails anticipated to be sent and received daily by 2025 – email signatures have never played a more vital role in maintaining brand image.

Consistency is key
Keeping all messaging consistent is the key to ensuring your brand is instantly recognizable to customers and your brand’s voice should align with your brand values.

You want your customers to believe your company is reliable, so sending mixed messages through inconsistent branding will only create distrust. With 90 percent of consumers deeming brand authenticity an important deciding factor in which companies to support, brand consistency has never been more important.

There are three key rules to consider when building stability within a brand:

Employee behavior: Your employees are the first line of contact with your customers, making them key players in driving the message of your brand. From top to bottom, your chain of employees should all demonstrate the same behaviors to reinforce a consistent brand image.

Design: So much of making your brand recognizable involves incorporating simple yet memorable designs within your logo and wider corporate identity. Take IKEA as an example, with its striking blue and yellow logo reflecting its Swedish roots and designs. Even its whimsical TV advertising is consistent with its branding, you know you’re watching an IKEA advert long before the logo is revealed.

Communications: What you are communicating to your customers and the language in which you do so can have a big impact on how your brand is perceived. To effectively communicate with your customers, you should be transparent and coherent in the content you share and use a tone of voice that reflects your brand.

The above also applies to email signatures which, though often neglected, are an important part of a consistent brand image.

Professional uniformity
Delivering a consistent brand experience across business emails is vital for building trust and authority among customers. By not having a uniform company-wide email signature, it could potentially harm the professional image of your organization.

However, whether it be for legal or marketing purposes, different departments often have personalized email signatures to accommodate different business leads. For example, a sales department might be looking to push a promotional signature by advertising certain products.


Regards,
JWick