Your website is most likely the first point of contact a prospective customer will have with your brand. It’s where they’ll get the most information about your business and it’s where they’ll decide to take the next step in their customer journey. The question is, are you leveraging your brand’s full potential?
We already know that your online presence is a huge component of how your business is perceived. When your online presence is in line with your brand persona, that’s when you start building trust amongst your audience. Through continuous brand building and authentic engagement, users will start to easily identify your brand across all platforms.
But how do you achieve such a thing? Let’s take a look at how you can build an engaging brand identity and create a website that shows off the very best that you’ve got.
What is a Brand Identity and How Do You Develop One?
Let’s kick things off by establishing what exactly a brand identity entails. Just as you have your own, distinguishable identity, so does your business. Aside from the service or product that you’re providing, it’s what sets you apart from your competitors and establishes your brand within the market.
Think of it this way – in your life, you’ve probably come across people with the same name, right? Let’s call these people Michael. Both Michaels are male, in their 30s and work in banking. On paper, they would seem relatively similar. However, what makes them unique is their identity! It’s their hair colour, the way they speak, what they value and most importantly, that hard to place je ne sais quoi.
What does this mean for your business? If you’re in a saturated market where the competition is heated, your brand’s character helps your audience buy into what you’re selling. Having great branding promotes instant recognition within your target audience and forges a connection with potential customers. Your business becomes more relatable and interacts with your audience on a more human level.
Think of your business’ identity more like a brand image. It’s the overall picture that you’re trying to paint for your customers that make your business “human”. A positive brand image promotes loyal customer connections that will last longer than any other marketing campaign.
How Do You Craft an Effective Brand Image?
Establishing the basics of your brand’s persona is instrumental in developing an effective website. After all, your website is an extension of your brand and should be harmonious with your other marketing efforts. Having these basics down will streamline your website building process by basing it off of how you want your company to be perceived.
Your brand image should include:
- A clear brand position and a highlighted unique selling point
For communication purposes, this is an important step to complete. At all touch points, your audience should be reminded of why your brand is unique and why it should be their brand of choice.
- Your company’s logo
Your marketing efforts will require a myriad of logo dimensions. Defining your logo for each platform will keep a constant communication of brand recognition.
- A colour palette
The colours that you use tells consumers a lot about your brand’s personality. Think about Google’s logo – you immediately get an idea of the fun and innovative foundation for their branding.
Picking a font that works with your logo and colour palette will work wonders for your website. It will help elevate your website design to a clean and finished look.
- Your brand’s personality
When thinking of your brand’s personality, try and answer what would your business look like if they were a person. How would they talk? What are their values like? How would you describe that person in 3 words? If you can answer these questions, you’ve just gotten yourself a brand personality!
Building Your Website’s Brand Identity
Now that you know what goes into an effective brand communication strategy, it’s time to dig into what it means for your website. Like we said, having harmonious brand communications will instil a sense of trust in consumers.
To ensure that your website is complementary to your brand’s persona, try incorporating these design principles into your design:
- Stick to the Basics
The colour palette and typography that you’ve developed in your identity should be relayed onto your website. These design elements will convey the emotions behind your brand and allow users to easily recognise your brand’s tone.
- Remember Who Your Brand is
While the visual appeal of your website is instrumental to its success, it’s also important to focus on how your website communicates. Those personality questions that we posed to you earlier should be kept in mind when designing your website. Stick to copywriting that “sounds” like your brand and that reminds users why your brand is unique.
- Keep Your Logo Centered
Above all else, your logo is the face of your brand. It’s one of your main distinguishing features and it’s what people will remember you by. Due to the importance that your logo holds, give it the space it deserves. We’d recommend having it front and centre for immediate identification. Another strategy you could try to amplify your logo is to surround it by white space and help it stand out from your other content.
- Relook Your Imagery
The imagery that you use in your website’s content should always be in keeping with your brand guidelines. The images that you decide to use will help tell people more about your brand and what it is that you do.
- Take a Step Back
With all of this in mind, it can get overwhelming. Remember to take a step back and evaluate your website by asking yourself, “does this feel like my brand?”. If it doesn’t, consider relooking certain design elements.
A cohesive and effective brand identity is what makes award-winning brands the best out there! Just by establishing who you are as a business will give consumers a reason to trust you and recognise your efforts above your competitors. That’s exactly why your website should encapsulate the very best of your brand.