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Learn how you can take the steps today to build your brand identity in your emails, on your landing page, and beyond with AWeber.

In today's world, people think of a “brand” when they use your product, engage in social media posts, and visit your landing page or website.

Every time you interact with Apple – whether online, in-store, or with a product – there is no doubt about which company you are working with. From their simple color scheme to their clean website and packaging, it's easy to see that you're getting the Apple experience.

Another good example is Starbucks. Depending on the order, people are usually willing to pay 2-4 times what they can get for coffee almost anywhere else.

Source: The Creative Logo

Why are people willing to pay so much for a simple cup of coffee? It all comes down to the power of branding. Starbucks doesn't just brand the cup of coffee, it brands the entire experience. No matter where you are in the world, when you visit a Starbucks the experience will be similar. You know what to expect.

Starbucks took the time to think about who they are, what they want to be, and how to build a loyal customer base.

They also practice what they preach in their mission statement: "To inspire and promote the human spirit – one person, one cup and one neighborhood."

Starbucks sells a feeling – not just a cup of coffee. That's the difference between selling things and marketing a brand.

Create 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 life 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.

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 the WHY in his first TED talk in 2009. It became the third most popular video on, 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".

As the previous Apple and Starbucks examples show, people don't buy what you do – they buy why you do it. Defining your “why” is one of the most important steps you can take to grow your brand.

Your “why” will help you differentiate yourself from other companies promoting similar products, services, or content.

And that's more important now than ever. Studies show that 50% of consumers worldwide say they buy now because of the brand values ​​and the impact.

Identify what makes you unique

You are most likely not the only company in your field. So communicating how you differentiate yourself from your audience is important. 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?

Connected: This is how you determine your "hook". Find your unique selling proposition in 6 easy steps

Research what other brands are doing

Research companies that you admire or that you would like to have. Identify what draws you to their design, product, or voice and write down your observations.

You could note:

  • The fonts used
  • Your color palette
  • What types of photos do they use?
  • How they describe themselves on their about page

Pro tip: Split test your website and emails to test out new design changes.

Identify your brand's target audience

The goal is not to do business with everyone. Finding your niche is a crucial step in promoting your business. Your target audience should be people who want to buy what you sell and who believe what you believe.

Think of our earlier examples for Apple and Starbucks. These brands each address a specific target group. Your company should target a specific target, not every single person on the planet.

One of the most important aspects of branding is identifying your target audience. If you overlook this step, the rest of your branding strategy may not be as effective.

Think about how you want to present your company visually

Knowing exactly what your brand represents will make it easier for you to find 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.

Pro tip: Create a mood inspiration board to get a clear idea of ​​how you want to represent your brand.

Embrace basic design rules

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 evoke 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:

Implementation of your vision

To ensure that your brand is consistent across all media, you need to implement your design assets wherever your brand touches. 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.

Building a consistent brand takes a lot of hard work. However, if you can create something that your customers can recognize and connect with, it's definitely worth it.

Determine brand consistency on your landing page

Not every business needs a website, but you should consider a landing page. Landing pages can be created and customized to match your brand's design in less than 10 minutes.

But something as simple as linking your brand's domain to your landing page can also add to brand awareness.

Associating your landing pages with your domain will make it easier for users to find you online.

It is much easier for users to type into their browser than to remember our IP address. Can you imagine typing to go to and to go to

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 are some of the most popular platforms.

Once you own your domain, you can link it to your AWeber landing page so people can easily find you online.

Linking your domain to your landing page is beneficial for several reasons:

  • Branding. 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.

Establish brand consistency in your emails

Once you've got your branding in place on your landing page, it's time to bring your design across to your emails.

Fortunately, tools like AWebers Smart Designer make it easy to create an email template with your existing branding. Just enter your website url or social channel page and let Smart Designer create a template for you.

You can also choose from any of AWeber's 700+ professionally designed templates and customize the colors and logos to be unique to you.

Brand identity matters: the case for a consistent brand

Building a consistent brand takes a lot of hard work. However, if you can create something that your customers can recognize and connect with, it's definitely worth it.

The development of a strong brand is not limited to listed companies. It doesn't have to take a lot of time and effort, but it does require you to spend some time figuring out how to present your brand and what to say about you and your brand.

I know you are probably wondering if this is even something to devote time to. There are four big reasons for this:

  1. It sets you apart from your competitors and gives your company a unique personality.
  2. It helps you get in touch with your customers.
  3. It enables you to convey your worth to your audience and build credibility.
  4. It makes it easy for others to see that a product, website, social media post, etc. is yours.

A company with a clear brand can present itself as a reputable company, which makes it easier for others to understand how they can benefit from your product or service.

Take the steps today to build your brand identity in your emails, on your landing page, and beyond. Sign up for AWeber Free today to get access to unlimited landing pages and email templates.

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