Having a good brand isn’t just about having an eye-catching logo.
It helps of course, but it’s also about having a true identity that carries through every aspect of your business. This means everything from the physical store to the advertisements you run to even the people and other brands you choose to partner with are echoing your brand’s voice.
When creating a website, it’s important to have a clear and well-defined brand identity to cultivate a consistent brand experience for your clients and customers. Your website will ultimately be one of the most representative aspects of your brand and likely the first place people will go when deciding to do business with you, so you want to make it count.
What is a brand identity?
You’ve probably heard words like brand, branding and brand identity before and thought they all mean the same thing. To achieve a well-defined brand identity, you first need to understand the difference between these three key terms.
- Brand – a set of distinctive perceptions, ideas and feelings people have about your company that set it apart
- Branding – the active process of shaping the perceptions consumers have about your company
- Brand Identity – a collection of tangible expressions of your company, such as your logo, colors, typography and voice
In other words, your brand identity is what makes your company recognizable and also what people associate with your brand. It determines how people perceive your business and if they feel comfortable doing business with you.
Why is brand identity important when creating a website?
How you choose to define your brand identity reflects directly on your brand’s image and, therefore, has a direct impact on your website. In a nutshell, the goal of any website should be to represent your brand in a way that allows you to sell more of your products or services and attract new customers. Without a clearly defined brand identity, it will be harder for customers to understand who you are and what differentiates you from your competitors.
How do you include brand identity elements in your website?
1. Know Who You Are
Before you can create any aspect of a brand, you need a strong understanding of who you are and what you want to accomplish. You should know the answer to questions like:
- What is your mission?
- What values drive your company?
- How would you describe your brand’s personality if it had one?
- What makes you stand out from your competitors?
It’s important for the designer creating the website to know the answer to questions like these to have a clear understanding of your brand before they can start designing your website. These questions might seem silly or unimportant, but they are the first steps in making sure your website is successful.
2. Have a Visual Identity
For any brand, it’s important to have a set of visuals that make up your brand identity like a logo, color palette and typography. When creating a website, these items are—at the very least—the basics for creating a consistent brand image. Having visual items unique to your business will give anyone who comes to your website a sense of reliability. Creating this relationship with visitors is vital to forming a connection that correlates directly with the goal of your website. If a visitor doesn’t get the sense you’re a legit, trustworthy business, they won’t go much further.
However, keep in mind your brand’s visual identity isn’t just limited to colors, fonts and a logo. It extends to the use of shapes, patterns, space, sizing and similar design elements. The more you do to create a unique set of customized visuals, the clearer your brand’s image becomes and the easier it is to differentiate yourself.
If you don’t already have a set of specific brand guidelines in place, it might be worth having a designer create one after your website has launched. This will help ensure that any other branded items will look and feel like your website—the most recognizable aspect of your brand.
3. Think About Functionality
Depending on what your brand or business does also determines your website’s functionality. Is it an eCommerce site? A blog? An informational site to drive more in-person business? Whatever your site is supposed to do, it has to do it well. How someone interacts with your website and how it functions reflects directly on your brand. If your site is always broken, difficult to use, hard to navigate or just doesn’t function well, that can lead to negative reactions that end up hurting your brand.
4. Use Clear Messaging
Having clear, concise and consistent messaging is a huge part of your brand’s identity. Strategic branded content that amplifies your brand’s voice will help showcase what makes your brand stand out and help consumers connect with you. Remember to keep it concise so viewers don’t become overloaded with information or get frustrated trying to sift through all the noise. Attention spans are shorter these days so it’s best to keep things brief, engaging and meaningful.
5. Choose the Appropriate Layout
Much like how your website functions, how your website is laid out says a lot about your brand, too. What’s the site’s overall structure? How are elements spaced? Is your navigation across the top or along the side? All of these are tied into your website’s branding.
If your brand is simple, clean and modern, then your website’s layout should reflect that. The navigation should be clear and easy to use with a clear flow.
If your brand is a bit mysterious and trendy, your layout can lead visitors on a journey and get them a little lost as they explore the information-seeking process. Embracing a more complex approach doesn’t necessarily mean you’re going to discourage people. If it makes sense for your brand to try new things and take risks, having something a little different will enhance your brand’s awareness and leave lasting impressions on your customers.
Are you looking to develop a strong brand identity for your company? Do you have an existing brand in need of a refresh? Are you wondering how to effectively communicate your brand through digital marketing?
At Campaignium, our Design Team will work with you to develop a strong brand identity that aligns with who you are as an organization. We create compelling, one-of-a-kind visuals and engaging content that resonates with your customers.
Contact us to start the process of crafting a brand identity that defines your website and grows your business!