Imagine that your company’s website is a digital storefront, serving up your audience’s first impression of a product or service. Because this first impression leaves a lasting imprint, you should pay extra attention to how you convey your brand identity on every page. While there may be hundreds of websites selling similar products or services, your brand identity can set you apart from the pack and make your offering feel more unique.
There are several ways to ensure your branding shines through your website, depending on your goals. Here are 7 tips designed to help you brand your website and stand out from the competition.
Have a Clear Goal for Your Website
Websites are created for different reasons and understanding why you’re building one is the first step towards developing a coherent and impactful brand. Defining your website’s goals helps you understand the best way to present yourself to your prospective audience.
Begin by answering some of these questions: why are you building the website? What is your goal? What is your value proposition? What factors differentiate you from your competition? These questions may not cover every attribute and feature, but they can help crystalize your values and form an angle to approach your branding from.
Invest in a Good Logo
Your logo is one of the first things people notice when they visit a website. Your logo is a key part of your brand identity. For websites, it’s a good idea to have a logo with a tagline so that visitors know at a glance what your site is about.
It pays to invest in a good logo design. You can use sites like 99designs or Freelancer to find a designer.
If you can’t afford to pay out for a professional designer, which can set you back a few hundred bucks, you can use an online logo maker, if you go this route checkout Tailor Brands they do quality logos for very affordable prices.
Pay Attention to Your Colors
Several studies demonstrate that colors can elicit emotions and behaviors from viewers. Before you randomly select colors, think about your brand identity and values. Translate these to basic emotions (‘energetic’, ‘optimistic’, ‘serious’, etc.,).
With those emotions in mind, find colors that transmit your values. This will give your branding a subtle way to bring readers into the specific mindset you want your website to instill. When applied appropriately, the right color combination can help you create separation and transmit your site’s value proposition.
Be Consistent with Your Style
Once you’ve established your goals and the foundations of your brand, it’s important to stay consistent and on-message. Cohesion is the result of working hard to create a consistent voice, visual style, and even a steady content format.
Work on developing a style guide based on your initial branding work, including the way your articles are formatted, how visual content appears on your site, and even the vocabulary you employ. This will inspire greater familiarity and define a style that makes you instantly recognizable.
Think About Your Site’s Layout
Visitors to websites exhibit similar patterns when they view content. Understanding where the ‘hot-zones’ of vision and readability are located can help you highlight specific aspects of your brand identity more clearly.
Studies have shown that people view websites from left to right, with the top-left corner taking the most attention. Place important branding elements such as your logo and tagline in the most visible areas to encourage instant recognition of your brand.
Find the Right Outlets to Spread your Website’s Message
No matter what field your website represents, it’s important to find ways to draw readers in. With the amount of channels available to promote your website, finding one that is consistent with your brand identity is important.
Find outlets—websites, social platforms, applications—that align with your brand’s values and style and become active on them. This will help you find readers that are more likely to connect with your website, building you a better funnel to attract viewers.
Have a Cohesive Content Strategy
Today, user acquisition is moving away from traditional ads and toward long-form content. Moreover, your website needs to have fresh and engaging content to keep readers interested. However, simply adding random content can have an adverse effect on your readership.
Spend time creating a content strategy that resonates with your brand identity and audience concurrently. This will give readers value when they visit your site and reinforce your branding. Additionally, it will help you draw in new readers from other parts of the web.