From Kelly Forst April 26, 2021
Learn 5 Simple Steps You Can Take Today To Build Your Brand Identity In Your Email, On Your Landing Page, And Beyond With AWeber.
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 that you’ve had a big, recognizable brand in mind.
Unlike larger companies, small businesses don’t have a team of branding experts to help maintain and create a brand.
You may feel like branding is restricted to 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 a website).
Additionally, branding your business can feel like 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, but how people interact with your company.
With the right questions and a marketing solution with the right tools, you can create a great branded landing page that not only gives you the brand awareness you deserve, but also converts visitors into subscribers with ease.
Why branding 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 you recognizable.
So let’s talk about how to create a brand identity and create 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 starts 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 lives 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.
3 questions to define your brand
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 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
- How – 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 build 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. Hence, it is important to communicate how you are different from your audience. 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?
Once you have your “what, why, and how” figured out, it’s time to create your own branded landing page.
Connected: How to locate your “hook”. Find your unique selling proposition in 6 easy steps
5 easy steps to creating a high-converting brand landing page
Your landing page could be one of the first points of contact a prospect has with your brand. It’s an important time to make a great first impression and establish brand identity.
Here are the 5 steps you can take to create a branded landing page that will convert.
1. Be very clear with your target audience – the more niche, the better
Finding your niche is a critical step in creating a branded landing page. Your target audience should be people who want to buy what you sell and who share your brand’s values.
If you don’t know who you’re talking to, you also don’t know how to write your landing page so you know you understand their problems. You need to position your offer as the solution to their problems.
You are selling transformation. So you need to know who can benefit from your product or service.
If you overlook this step, the rest of your branding strategy may not be as effective.
2. 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’ll find that creating design guidelines now will set you up for future success.
Knowing exactly what your brand represents will make it easier for you to figure 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.
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 create 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 to 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.
3. 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 people to type www.aweber.com into their browser than to remember our IP address. Can you imagine typing 126.96.36.199 to go to Twitter.com and 188.8.131.52 to go to Wikipedia.com?
Linking your domain to your landing page is beneficial for several reasons:
- Recognition. 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 to make it easier for users to find you online.
4. Embed content that shares your brand story
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 video, 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.
5. Make sales right on your landing page
As mentioned earlier, brand identity is not about what you sell, but how people interact with your company.
However, if you have a compelling brand story to tell on your landing page, there is no better place to showcase your products and services.
Enabling sales on your landing page will reduce the friction a visitor has when they have to visit a third-party marketplace on another sales page. It also reduces expensive websites or e-commerce platform fees.
Creating an ecommerce landing page is the answer to establishing a recognizable online presence, telling a transformation story, positioning your products and services as the solution to visitor problems, and generating sales.
Create your branded 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 for access to unlimited landing pages and email templates.
Additional reporting from Kristin MacLaughlin