Case study: How 2WAY used e-mail signatures to build the team's personal brand About the client

The challenge

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Previously, email signatures in 2WAY were created manually by employees. They differed in style, layout, and data currency, which made it difficult to maintain consistency in communication.

The team also lost image potential—there were no consistent links to LinkedIn profiles, consistent CTAs, or aesthetic placement of photos and roles.

The company needed a solution that would allow it to:

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• centrally manage signatures without coding,
• combine the company's branding with the personal branding of its employees,
• retain full control over the timeliness and appearance of the e-mail signature.

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Why gSignature?

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2WAY decided to use gSignature, which allows for no-code signature design and central management.

This allows one person to:

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• control elements that influence personal branding (photo, title, LinkedIn link, CTA, specializations),
• add and rotate campaign banners,
• introduce elements of social proof, such as links to references or case studies.

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All this without the involvement of the IT department and without the need for manual editing on the part of users.

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Customer quote

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“I've been using gSignature for the past 9 months and I just love this app!

It's so easy and intuitive to manage footers across the whole team! Big fun of them!”

— Paweł Krajewski, 2WAY

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How e-mail signatures strengthen your personal brand in practice

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• Consistent expert identifier – first name, last name, role, and photo in a uniform layout create a recognizable image for each person.
• Visible contact path – CTAs such as “Book a meeting” or “Contact me” shorten the distance between conversation and action.
• Link to LinkedIn and expert content – permanent links to your profile, articles, and case studies reinforce your authority.
• Language and tone tailored to the role – sales uses transactional communication, consultants use advisory communication, and HR uses friendly and clear communication.
• Dynamic elements – campaign banners or certificates act as subtle micro-CTAs that attract attention.

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Implementation process

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1. Audit – analysis of current signatures and definition of a set of personal brand elements (photo, CTA, LinkedIn, role).
2. Base template design – creation of a main template and its variants for different departments (sales, consulting, support).
3. Central installation – assignment of templates to users and automatic installation of signatures in their mailboxes.
4. Campaign rotation – cyclical updating of banners and CTAs based on analytical results.

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Results after 9 months

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• Recognition and credibility – every email from a 2WAY employee presents a consistent, professional image.
• More valuable contacts – thanks to CTAs and LinkedIn links, the number of profile visits and scheduled meetings has increased.
• Time savings – all changes to data, photos, or campaigns are made centrally – without any work on the part of users.
• Aesthetics and order – e-mail signatures are legible, consistent, and look professional in every email client.

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Key benefits for personal branding

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• Consistent image – every email is part of the company's branding and culture.
• Signature as a mini-landing page – users are immediately directed to a conversation, profile, or portfolio.
• Highlighting competencies – certificates and case studies appear subtly but effectively.
• Scalability and automation – new employees use ready-made, professional signatures that comply with the 2WAY brand book from day one.

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Conclusions

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The case of 2WAY shows that an email signature can be one of the most effective tools for personal branding and expert communication.

Instead of treating the e-mail signature as a formal ending to a message, the 2WAY team transformed it into a space for building credibility, relationships, and recognition.

Thanks to central management in gSignature, it was possible to combine the company's branding with the individual style of its employees, creating a consistent, dynamic communication ecosystem.

Could your team also build their personal brand with consistent, intelligent email signatures?

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