Your brand identity represents not only all that your company has to offer but the values that it holds dear. Just like your personal identity, your brand identity is what separates you from everyone else and your website provides you with a huge opportunity to share it!
Many people think the terms brand, branding and brand identity are interchangeable, but it’s important to know they are different.
- Brand: The way your company is perceived by everyone else
- Branding: The marketing practice involved in shaping a brand
- Brand identity: The collection of all visual elements to portray the right image to the customer
One of the first places consumers go when they are looking for answers is the internet, which is why it’s vital that your website is there to portray the right message. Your website needs to match your brand identity and vice versa.
It can be extremely difficult to portray your brand identity through a standard website template. How can you stand apart from others if you can’t alter your website to the way you want it to look? We always advice that if you really want to showcase your brand then you need a bespoke website design to ensure that you’re accurately representing all that you have to offer.
However, whether you are using a bespoke website or a templated one, there are still a few things you can do to showcase your brand identity on your website.
Choose the right images
Stock images look fake, out of touch and clichéd. Avoid stock images and instead, find images that really convey the sentiment of your brand. Some of the most successful companies will include headshots of the team and photos of customers interacting with your brand. Creating your own photos will allow you to choose colours that harmonise with your brand, rather than stock photos, which can provide an incohesive contrast.
Tip: If you have product or service colours, why not use these in your images on those pages. For example, if one of your products is a green colour, use green imagery throughout the page.
Make your logo the star of the show
As the face of your brand – although only part of the story – your logo should be given centre stage on your website. Make sure that it stands out from its surroundings, is high quality and instantly recognisable to your customers. When someone visits your website, their eyes should move directly to your logo.
Tip: People should be able to see your logo and instantly know who it is. Nike, McDonalds and Apple are all great examples of branding and how a simple logo design can be so powerful.
Highlight your calls-to-action
Many people underestimate just how important it is to encourage customers to click. Highlighting a call-to-action on every page can generate a huge amount of leads but, just like your logo, you need to ensure these are free from any clutter. Use colours, fonts and shapes that match your brand but also stand out from the rest of the page and draw the eye.
Tip: A call-to-action doesn’t just have to be, “BUY NOW” or “Order Here”. You can try softer ones like “Learn More” or “Let us Help You”.
Focus on your core message
While we’re not suggesting that your website be a cluttered minefield of information, images and call-to-actions, we do suggest you take the focus off the aesthetics of your website and think more about your company’s core message. Ensuring this is coming across in the clearest way possible may mean that you’ll have to simplify your design, make more room for white space, and forego your favourite colours and fonts for something that suits the overall tone. Your website is the main place where your customers will view your brand, so consistency is incredibly important.
Tip: If you don’t have a core message go back to the very beginning. Why did you start the business in the first place? What do you want your customers to feel about you?
Don’t copy your competitors
A lot of web design companies are approached by customers who simply point to a competitor and ask for a similar website. This can be incredibly detrimental to your overall brand as it takes away any uniqueness you might have built up in your branding efforts. Copying a competitor essentially means that you are inadvertently supporting their brand instead of developing your own!
Tip: When looking at inspiration try going away from your industry. Look at random websites that you may have never even thought of before, these might inspire you more than your competitors.
As a company, you should never underestimate the importance of your website branding and how it can convert users to customers and then, in time, loyal followers of your brand. By keeping your brand identity in mind, your website should clearly convey your core values and allow your customers to connect with you on an emotional level, encouraging them to make that all-important click.
If you feel as though you’re not currently maximising your website’s potential or would thinking a about a brand change, then get in touch with us on 01249 847 447 or drop us an email at firstname.lastname@example.org.