Your company’s brand is the face it shows the world. It includes your company name, logo, and tagline, as well as the way that your customers perceive your company image. Therefore it is important to not only create a brand that appeals to your customers, but also to maintain it consistently through all of your business functions.
Your business’s financial paperwork – invoices, credit card receipts, and other communications – represents a clear opportunity to promote your business brand. You send a variety of paper and electronic messages to your customers, so why not use them as an opportunity to consistently promote your brand?
The Importance of Branding
Words and images have meanings and connotations that extend far beyond their textbook definitions. For that reason, it is important for you to strategically choose your company name and logo, so that they communicate your business’s values clearly and effectively.
Once you have decided on your business brand, promote it in everything you do and at every level of your business – including your financial paperwork.
“Early branding of a small or emerging company is key to business success. It is the quickest way for your company to express what it is and what it can offer. Inaccurate branding of a new business can make it difficult for people to grasp why the business exists in the first place.” – The New York Times
You produce a large amount of financial messages that are sent to your customers. For a single online purchase, a customer may receive an order confirmation, invoice, receipt, and packing slip. If each message has a different header, logo, or font, that’s a lost opportunity for maintaining your brand.
Branding Your Emails
Whether you run an online business or a brick-and-mortar office, you will produce any number of email messages. These can include automated responses to online purchases, payment confirmation from your online credit card processing service, and promotional messages through your email marketing campaign.
When your email communications are routed through these numerous different financial and marketing funnels, your branding can suffer.
In order for you to benefit from your business brand, you need to communicate it regularly. Your brand should be consistent across the spectrum of your business: it should feature in your ad content, on your business cards, in your marketing emails, and on your purchase receipts. The image it creates will effectively engage current and potential customers.
Megan Webb-Morgan is a web content writer for Resource Nation. She writes about small business, focusing on topics such as email marketing services.