If your website doesn’t accurately represent your brand, you’re doing your business a huge disservice. Derby Hub’s Koobr discuss why and how you can strengthen your brand identity with a better website.
Your brand identity is the absolute summation of who you are and what you do, while your website is your most powerful online presence. It only makes sense for both of these things to ‘work together’.
If your website doesn’t accurately reflect your brand identity, you’re going to experience a massive disconnect between the way customers view your business and the way you want them to.
Let’s say, for example, that you own a high-end cupcake company. Your brand identity would most likely come across as very contemporary and on-trend — something that would resonate with your target market. Therefore, it would be extremely disconcerting if your website wasn’t aesthetically designed to convey the same level of style and sophistication.
The types of images, words, and graphical elements used throughout your website are an extension of brand representation. Everything you choose to put out there conveys a certain tone and feeling that needs to be right for your brand identity.
Likewise, functionality is an equally important aspect of a website that is on-brand. Mobile responsiveness, navigation, and user interface all contribute to the overall customer experience — which is another extension of your brand identity.
Deliberate and professional web design is imperative for any success online brand.
With in mind, we’ve shortlisted 3 ways you can make the most of your website in order to strengthen your brand identity.
1. revisit and rewrite your content
One of the simplest ways to change your website for the better is to revisit the words on your website from a different perspective and rewrite it accordingly.
Brand identity isn’t always at the forefront of people’s minds when creating their own website content, often writing from a purely commercial or technical viewpoint instead. Whilst this may include elements of who you and what you do, it isn’t necessarily reflective of your personality and company values.
Having a consistent tone of voice throughout your website (one that should correspond with the tone of voice across all your marketing channels) will help visitors to engage more and connect with your brand. After all, the internet can be a typically anonymous environment, and, at the end of the day, people will always buy from people.
2. impactful homepage
The homepage is effectively the first thing visitors will see when they land on your website. Like the front cover to a book, or the packaging of a product, a successful homepage needs to be aesthetically pleasing in a way that communicates who you are and what you do.
It’s been stylistically on trend for some time now to incorporate hero images (or a looping video) that fill the entire screen on the home page, with your logo and any key marketing messages positioned on top. This is a great way of capturing people’s attention and giving them an impactful feel for your brand identity. Cap this off with a simple call-to-action and you can successfully direct visitors to crucial areas of your website without them having to find it for themselves.
3. stand out from your competitors
One of the main functions of your website is to make your unique brand identity stand out, especially from competitors. It’s not enough to slap your logo on a website that looks and feels exactly like every other website out there.
Everything about your website; the way it looks; the structure; page layouts; features and nuances; these all need to be thought out and executed in a way that is on point with who you are and what it is that you specifically want to achieve.
Most importantly, you need to provide an online experience that users will remember positively and associate with your brand, and your brand alone. So make it different!
Koobr is recognised today as one of Derby’s leading agencies and specialises in graphic design, website creation, digital marketing and brand development. You can find out more about our services by visiting us at Koobr.com