Did you know that written communication can be a very powerful branding tool?
Whenever you communicate in writing with your existing client base or even prospective customers, you have the opportunity to brand your business in their minds.
Written communication was once limited to sending out letters, brochures or other printed material. However, these days your written communication can extend to emails, newsletters, social media, community forums, blog posts, websites and various other media in which writing is integral.
While most people tend to focus primarily on the visual aspect of branding, written communications offer you a way to extend that brand awareness in other ways.
Here are some tips for building your brand using strong written communication:
Consistency
Wherever possible, your customers need to be exposed to a consistent level of communication from you. This means ensuring that they receive the same positive, professional message every time, no matter whether you’re communicating via fax, email, newsletter or brochure.
You may be using different words each time you send out something new, but you should still be using the same tone and respect for your customers at all times.
Presentation Quality
Writing to customers in a professional tone and then using a comical font when you print out your letters can really send a mixed message. Be consistent in your font use across all of your communications. It should be clear and easy to read so that
customers aren’t forced to try and decipher fancy fonts or squint to see awkward colors
If you send printed letters, use professionally printed letterheads that display your graphic brand in some way. Simple notes, thank you cards or even business cards need to be presented the same way, in the same tone and using the same graphic brand customers expect to see from your business.
Email Signature Line
The same holds true for using email stationary. It’s very possible to include a company graphic within your signature line as well as a link to your website. Some business people also include a short mission statement to reflect their business motto or brand.
A good signature block should include your name and any credentials you have on the first line. The second line is ideal for placing your job title, while the lines following should always include contact information for you.
Error-Free
When you spend time building up a respectable, recognizable brand, the last thing you want is to be judged on poor grammar, bad wording choices or other simple errors that could easily be amended. Simple errors have the potential to reduce your business’s credibility in the eyes of some customers.
Take the time to spell check your writing before you press the print button or before you send out that email. Run a quick grammar check while you’re at it, just to ensure you haven’t inadvertently written something that could be misconstrued accidentally.
If you’re not confident in your own writing abilities, enlist the help of someone else to double check what you’ve written. This can be an effective way to make sure your choice of words really conveys the message you’re trying to send.
Overall Branding
Branding is far more than just having a cool logo displayed on your website or on your business cards. The way customers view you as a result of any of your communications with them is all a part of any successful branding effort.
Strong written communication will help to enforce your business image in customers’ minds.
