Use your forms to build your brand
For many businesses – and yours may be among them – their brand is their most valuable asset. It takes years of careful, intentional effort to craft the right image in the minds of consumers. Then you have to constantly maintain and reinforce that image.
Every aspect of the consumer experience adds to, or diminishes, the perception of your brand. A strong brand built from consistent experiences can develop a powerful reputation that withstands challenges. And any incident that’s out of character can make a brand more fragile.
To maintain your brand’s equity – the value you have in your brand – smart marketers and business owners look for every opportunity to connect their brand with the people, ideas and emotions they want to be associated with.
Your online forms provide some of these opportunities.
Here are 5 ways online forms can strengthen your brand:
Use your brand visuals
This includes your logo, but also your brand colors and typeface. Try to make your online forms match the same look and feel as your website and other branded materials. If possible, use your site’s CSS to style your forms for a seamless connection.
Write in your brand’s voice.
Is your brand playful or serious? Does it convey authority or empathy? Make sure the language you use on your forms matches this tone.
While you’ll want to consider the voice used in your website, also think about the language your customer service people use. This will help create a seamless experience for your customer throughout each interaction. If your form feels more like you’re having a conversation than completing paperwork, you’re doing a great job. (More on that in another article.)
Embed your forms directly on your site
This makes it easier for customers to find your forms, and to continue their brand experience after completing your form. Whether you’re emailing out a survey, inviting customers to sign up for a newsletter, or collecting information to quote a custom project, your website is the ideal environment for hosting your forms.
Ensure your forms provide value for your customer
While it’s easy to think of online forms as a way for organizations to collect information, consider them from another perspective – your customer’s. Be sure your forms are helping customers achieve their objectives – even if that goal is just buying a t-shirt.
Think about what customers are trying to achieve, and how you can make that faster, easier or more enjoyable for them by how your structure your form. If you place your customer’s goals first, your goals will start to take care of themselves.
Keep the conversation going
After someone completes your form, be sure you thank them and show appreciation. Send an email with a discount code, and include links to your social medial channels. Completing a form should be the beginning of an ongoing relationship.
How do you use online forms to advance your brand?
Ace is the Marketing Communications Manager for Cognito Forms. When not at the office, you can find him volunteering with the American Advertising Federation (and soon on stage with his band: the Cottontown Soul Society).