When it comes to branding, it’s imperative to be consistent wherever you promote your brand. Whether online or offline, your promotional efforts have to align with each other to be effective. In this day and age, the website is not just a resource for more information on a brand– it’s a modern day store front.
When searching on the internet, people are not thinking of going offline to discover more about your brand, so neither should you. That’s why your website is the ideal platform to create a brand image with continuity so that any user who comes across it knows exactly who you are.
But how exactly does one create a lasting brand image on a website? Not to worry, we have five tips that will guide you in making the most out of your brand online.
1. Make Use of the Branding Basics: Colors & Logo
If you haven’t already branded your business with a set of colors to use as well as a brand logo, this is the first thing you should do. You may not think it’s a priority, but these visual factors play a strong role in keeping your brand in the minds of viewers.
When you pick your brand colors, you need to be mindful that each color stirs certain feelings and associations in people. For example, red tends to convey feelings of excitement or boldness while gray gives off feelings of balance and calm. Do some research into the meanings of each color and decide from there which ones are in alignment with the feelings you want your brand to communicate.
Whatever colors you pick need to be the ones you stick with. This will help reinforce your brand in a potential buyer’s mind. Not being consistent with your color scheme makes you less memorable.
And if you haven’t already, have a logo designed! It doesn’t need to be the long, drawn-process that you make think it is. You can go on sites like Upwork or Fiverr and have a logo produced by a designer inexpensively.
When you’re happy with your logo, have it placed in a fixed header on your website so that it can be seen on every page of your site. No matter what page a viewer of your site is on, the logo should always be visible.
2. Use Language that Fits with your Brand
Your brand voice is incredibly important. Since much of a website is textual, you need to use language that speaks to your ideal buyer and client base. If you’re not sure what language to use with the people you want to reach, start by considering how you want your brand to feel to your audience.
Write down a list of words and pick just three that you want to use for the base of your brand in the form of text. Here are just a few ideas:
What words jump out as ones that would work with your brand? If you’re a law service, you probably wouldn’t want to choose “playful, fun, and laid-back.” These words might fit with a brand that sells fidget spinners, but a law service might be better off using words like “reliable, helpful, and dedicated.”
Brainstorm your list using words that could apply to your brand. Then consider the tone and description of your voice. Will you use slang or formal language? Will you use contractions or not? Will you use long-winded sentences or short, direct sentences?
These are all things to consider before writing the content for your website. Language is important in conveying your identity.
3. Use Relevant Imagery
It almost goes without saying that the images you use on your website must be high-resolution and quality, but these are not the only factors you need to consider when selecting images for your website.
There’s truth in the saying that a picture is worth 1,000 words. With that in mind, put yourself in the viewer’s shoes. Someone visiting your website wants a real glimpse into the brand that they’re researching.
Many brands choose images for their sites as if the presence of pictures is just a checkbox on a list of how to create a good website. These images are often stock images that are vaguely related to the brand. But why would you use imagery that’s open for public use to describe your supposedly unique brand?
You need to use original imagery that truly describes your brand and gives viewers an idea of what you’re like. Include images of your staff, your products, and services, your office. All of these original and unique images communicate a sense of trustworthiness to viewers because it’s more transparent.
Plus, it’s much more pleasing to look at a website that features real images of a brand rather than a brand that hides behind stock photos.
4. The Essential Pages
No matter what your brand does, you should always have a page on your site describing who you are and what your brand values are. This is the chance to get explicit about your brand mission and vision and drive home what makes your brand unique as compared to your competitors.
Note: This page is important, but too many brands make it difficult to find on their website. Make sure yours is easily accessible as soon as someone lands on your site.
There’s little more frustrating for a user when they can’t find the contact information on a brand’s website. You’re a business; you want people contacting you! Make sure anyone who goes out of their way to find how to contact you can do so easily. Include as many contact methods as possible: phone, email, physical address (if applicable), and hours of operation.
5. Get Social
Many brands think of social media, again, as a checkbox on a list of things to do to be a successful business online. But social media is not just a nice addition to your brand; it’s an extension of your brand.
Think of it this way: there are more eyes on social media sites than there are on your website. Instead of leveraging people off of social media, engage them directly where their attention is. Your social accounts should be just as active, if not more active, than your website.
Be sure to link all of your social accounts to your site and make it easy for people to find your various social channels when they’re on your website. Social media should be a big part of your branding strategy.
Marketing to people via email is a great way to perpetuate your branding long after they have left your site. Allowing visitors to your site to signup or subscribe to an email list not only gives you a qualified list of leads, but it also provides you with an opportunity to brand your business directly into an inbox.
Plus, most email marketing software has built-in analytics that allows you to track the performance of the messages you send out.
In the digital world, having a website that brands your business is a must. Don’t create a website for the sake of having a website, put effort into creating the best digital version of your brand. Be sure to be consistent with your logo and brand colors, be mindful of the language and imagery you use, and make it as easy as possible for the user to learn about who you are.
Staying connected with internet-goers beyond your website is also imperative. Provide as much contact information as possible, and engage people on social media and through email marketing.