Time and time again, people look at their marketing strategies and focus on their frequencies, images, copy, etc. But with all the energy put into those, they forget one important thing, the name. What is your name? Who are you? Do I know you?

So today, let’s give a little love to that sometimes forgotten piece of marketing – the name. The name is the way that the viewer can associate you with something they’ve seen before. And by strategically placing your name within your marketing communications, you’ll provide assurance to the viewer that they’re dealing with the same people and they’re building a relationship with you.

For example, if you have a Web site, make sure that the look, feel, and name match your email marketing and PPC campaign efforts. And if you’re targeting relevant content to the right segment, you will begin to get that brand recognition you’ve always yearned for. Whether you like it or not, putting that extra effort into your name can make all the difference. As a member of some target group out there myself, I notice even the smallest inconsistencies with branding and it irks me that they didn’t value me enough to take the time to reach out to me properly. So make your recipients feel like they’re deserving of your time by assuring them that you’re the same, relevant company they already know and trust.

In email for example, you have the opportunity to brand numerous spaces. Not only should your creative have your name, but also consider the from name, from address, and links. Usually the email template only needs to be set up once, and you should be good for the rest of your sends. Then when readers click through to your Web site, make sure to have the same name placed in a viewable spot.

Simply put, recognition is everything.

If you haven’t already done this, take a crack at it. Providing consistency to your customers and prospects across all communication channels helps reinforce a positive relationship.

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About The Author

Ghia Espino is an account manager at Lyris. She strategizes with clients to improve their online marketing performance and works as their Lyris advocate.

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