An effective brand not only attracts customers but also keeps them loyal at the same time.
You see, a brand ensures that the products and services you offer are of prime quality. It also helps ensure that your offerings come with a certain level of professionalism worthy of authority and clout in the market. But to achieve these outcomes, you must first market your brand.
Let the people know what your brand is all about. One of the many ways to do this is through a corporate website. When doing web design, you have to be consistent with the brand identity you’re trying to build.
Read on to learn how web design connects to your brand and what top branding consultancy agencies recommend you can do to make sure that it works for the success of your company.
How Does Brand Identity and Web Design Connect?
While websites are only one of many tools used for building a brand, it is no secret that a well-designed site can engage, inspire, and connect audiences with your company.
When designing a website, many companies do it with a “business as usual” vibe. Although this does exude a sense of professionalism, it isn’t necessarily effective in making sure that your brand sticks. In fact, such designs have been found to spark very little interest and may even fail to establish recall and recognition, not to mention a connection between the brand and its audience.
Designing a website for brand marketing requires consistency. This is the reason why the very first thing that you should think about when planning a web design is your brand’s visual identity.
If you look at branding agency portfolios out there, you’ll see three of its most basic aspects: the logo, typography, and color scheme.
The first and most obvious part of the brand that needs to be on your website is your logo. In fact, it may need to be in every marketing paraphernalia used in brand promotion.
Typography, or the different types of fonts used in creating the visual identity of the brand, is also important in ensuring the look and feel of your company website. It should represent the heart of the brand.
Finally, the third but equally important aspect you should think about is the colour scheme. It should reflect the personality and tone of the brand and its target audience.
How to Establish Brand Identity Through Web Design: 4 Tips
Online presence has a big impact on brand identity. The visual elements, as well as the content of the corporate website, conveys the tone, personality, and individuality that helps consumers get a better understanding of your brand.
When your website is consistent with the brand identity you’re trying to build, it establishes continuity and builds trust. This harmonious implementation of your brand identity across all channels helps instill confidence in consumers and, ultimately, makes them loyal to your brand.
Not sure how you can achieve this? Here are four tips reputable branding agencies strongly recommend:
1. Define Your Brand Identity
The first and most important step you must take before you can create a website that builds your brand is to define your brand identity. This reflects where you’re coming from, what direction you’ll take, and what you aim to achieve. This will also serve as the unique selling point of your brand.
Remember that online marketing may limit the number of words you can use, so you have to find other ways to connect with the customers in a short span of time. You should also avoid trying to be too many things at once, as it may confuse your target audience from the core values of your company.
The key is to stick to three traits that define your brand. For instance, if you’re offering a new take on an already-established product, you can go with enthusiastic, quirky, and authentic traits.
2. Pick a Colour Scheme that Best Reflects Your Brand Identity
As mentioned earlier, color is a crucial aspect of your brand identity. It evokes people’s emotions and touches their subconscious mind. This explains why you have to choose a color scheme that not only reflects who you are but your target audience, as well.
For example, green is best used for brands targeting health- and eco-conscious target audience because it resonates with health and the environment. Black represents luxury (think Rolex and Louis Vuitton). If you’re looking for something less serious and youthful, then orange might be your best bet.
The bottom line: When you’re choosing colors for your brand, consider the interest of people you’re aiming to connect with. Also, think about the cultural interpretation of the colors you’re using. If you’re aiming for an international market, use universally favored hues.
3. Incorporate Personality
Another neat trick you should implement when designing a website is personality incorporation. These are elements that serve as human-like attributes that allow people to identify with it through what psychologists call “anthropomorphism.”
An excellent example of this is Twitter’s little bluebird. This winged mascot immediately makes people think of the social media brand because of the human-like familiarity with the icon.
4. Display the Logo Correctly
As one of the three basic aspects of branding crucial for web design, you have to make sure that you maximize the effectiveness of your logo. When placed on your website, your logo should be pronounced.
You can get creative with the design but never with its placement. Logos should only be placed in one location: on the upper left corner of the page.
You should also make sure that the logo’s image is large enough to be immediately noticed by visitors and links back to the home page when clicked.
Connect with Customers Online
In this digital age, having a solid online presence is crucial for brand recognition and recall. This is why most companies require websites and social media pages to keep in touch with their target audience. Make sure that your website is designed with your brand identity in mind.
Consider the tips listed in this article and, when in doubt, seek help from professional branding agencies when needed.
Hasan Fadlallah is a Serial Entrepreneur – Founder & CEO of Brand Lounge, the region’s leading and award-winning branding consultancy, whose role is to help organizations align their business behind an idea that will deliver success time and again. Equipped with over 20 years of professional consulting experience, today he advises businesses throughout the Gulf and Africa on brand development and in 2014 was recognized by the World Brand Congress who awarded him the prestigious Brand Leadership award in Brand Excellence.
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