Branding yourself combines the creation and presentation of standard elements, like a logo, color theme, fonts, layout, and using them consistently in all forms of communications- especially beneficial for web and email marketing.  As you create your brand, for your opt-in email marketing, your goal is to create top-of-the-mind-recognition.  This quite simply means that when your customers open your free email marketing newsletter they don’t really have to read it to know that the content within will offer them something of value. Your product or service, supported by careful branding consistency, sets you apart from your competition and is a reflection of your company’s reputation.

You don’t just want to be Generic Product X, you want something that really stands out in the minds of customers, that has an attitude, and is a reminder of who you are beyond just being a supplier of a particular product or service. When sending out an email newsletter you have the opportunity to show and tell your readers who you are.

The basic qualities that you are looking to demonstrate come from your understanding of who your target audience is, what you specialize in, and what you have to offer is unique and valuable.  If you sold high-end cat food, for example, you would create a different personality and voice for yourself than if you sold dog treats meant to appeal to the holistic hippy-type of consumer.  Likewise, someone specializing in the latest in green technology would present a different face and attitude than a wholesaler of conventional electronics.  How you differentiate yourself from the pack is a big part of branding.  If you base your brand on your known qualities in combination with what your target audience is looking for, you are ensured a much greater degree of success.