How can you use email to communicate your brand's values?

1 Define your brand voice

Your brand voice is the tone, style, and language that you use to express your brand's values, personality, and message. It should be consistent across all your communication channels, including email. To define your brand voice, you need to identify your core values, your target audience, and your unique selling proposition. Then, you need to translate them into words that resonate with your readers and convey your credibility, authority, and trustworthiness. For example, if your brand values are innovation, collaboration, and excellence, you might use words like creative, team-oriented, and high-quality in your emails.

2 Choose your email format and design

Your email format and design should also reflect your brand voice and values. You should consider the purpose, audience, and context of each email and choose the appropriate layout, font, color, and images. For example, if you are sending a formal email to a potential client, you might use a professional and clean design with a clear and concise structure. If you are sending an informal email to your team, you might use a more casual and friendly design with a conversational and personal tone. You should also use your logo, signature, and other branding elements to reinforce your brand identity and recognition.

3 Write clear and engaging subject lines

Your subject line is the first impression that your email makes on your readers. It should capture their attention, interest, and curiosity, and motivate them to open your email. Your subject line should also communicate your brand voice and values, and align with the content and goal of your email. For example, if you are sending a newsletter to your subscribers, you might use a catchy and creative subject line that showcases your brand personality and value proposition. If you are sending a follow-up email to a prospect, you might use a specific and relevant subject line that highlights your brand expertise and solution.

4 Use storytelling and emotion

Storytelling and emotion are powerful ways to connect with your readers and communicate your brand values. You can use stories and emotions to illustrate your brand vision, mission, and impact, and to showcase your brand culture, values, and achievements. You can also use stories and emotions to inspire, persuade, and motivate your readers to take action, such as signing up for a service, buying a product, or joining a community. For example, you can use a success story to demonstrate how your brand helped a customer solve a problem or achieve a goal. You can also use a personal story to share your brand journey, challenges, and lessons learned.

5 Be consistent and authentic

Consistency and authenticity are essential for building trust and loyalty with your readers and communicating your brand values. You should be consistent in your email frequency, timing, quality, and voice, and avoid sending too many or too few emails, or changing your tone and style abruptly. You should also be authentic in your email content, tone, and intention, and avoid using generic, vague, or misleading messages, or spamming your readers with irrelevant or unwanted emails. You should also respect your readers' preferences, needs, and feedback, and personalize your emails to suit their interests and expectations.