A brand is one of the most critical elements of any business. It is a way of indicating to the world what your business is about – it is also something that you can use to help set your business apart from the rest, and that is where the power of it lies.
Therefore, it is imperative for all business owners to know precisely how to make a brand really come to life – and as it happens, this is something that you can approach in many diverse ways.
One of the most important ways to help define your brand is through your website. The better a website is designed, the better it will be able to bring out the brand of the business in question.
Let’s take a look at this in detail, including why it is so important and what you can do to ensure that your website brings your brand to life as you would expect.
Defining the Brand
Before you do anything with the site itself, you need to make sure that you are clear on the brand. That means defining it, choosing what it will say and how it will say it, and making a point of knowing how its expressions will appear as clearly as possible. You will have gone through this process in the early days of your business, but if you are currently doing it or you still need to, it’s essential to bear a few things in mind.
Firstly, make sure that the brand is unique and that it will stand out as well as you hope. That is a large part of what ensures that it is going to be highly effective. It would be best to think about how you will make it consistent – as consistency turns out to be how you make a brand powerful. One way is to set up a design that is then followed across the business. That design will be used on your website as well as other online properties you use for your business.
Once you are really clear on the brand and you feel it has been adequately defined, it is going to be time to start thinking about how to use your website to really bring it to life.
The Importance of A Website
So why is a website such an important element in branding? Well, for one thing, most businesses have websites today. It will look rather strange to your potential customers if you don’t have one, and that in itself can affect the branding considerably.
Beyond that, however, the website is essential because it’s one of the first places people will go to when trying to find out information about your company. And it is vital that your branding will be immediately visible from the first moment when people go to the site for that kind of information.
If you approach it in the right way, you will find that your website can prove to be a potent branding tool in its own right. This is what we will hone in on and focus on more in the remainder of this article. Remember that all of the following will be a lot easier if you have the help of a reputable web design company.
Using A Website To Get Your Brand Across
As we have looked at already, a brand needs to have a message to really be considered a brand at all. Because of this, you need to make sure that you are clear on that message – and then you can start thinking about how your website might be used to get that message across more clearly. Let’s look at some of the specific ways your website can be used to get your brand’s message across.
Telling The Brand Story
If you are clever about how you do it, you should be able to use your website to tell the story of your brand. Thinking in terms of storytelling like this is really important because people need to come to your site and immediately get a sense of what your brand is trying to say. You will therefore need to think about what elements are going to help you tell the brand story on your site.
A straightforward way is to have an about us page, and that is one of the main reasons why this is always such a prevalent factor in any website for a business. The way that this page is laid out and what you say on it about your company is really going to help you to create a story that you hope people will appreciate and understand. And a straightforward web design on that page will help give the right impression as well, so that is another way the web design is fundamental here.
Another aspect to consider is thinking about the value of your business and making sure that you are bringing those to life as a vital part of your brand. Once you are clear on what your brand’s values are, you will find that it is then much easier and simpler to accentuate them on the website. It is something that you can incorporate into the site’s design in many subtle ways, especially with the help of a small business web design team.
Once you start making use of those values on your site, you are going to find you have a much better website in no time, and your brand is going to benefit greatly.
Clarity Of Voice
A massive aspect of web design is the writing. Part of that is ensuring that the writing is suitable for the voice of the brand, and this clarity of voice is a lot easier to come across if you make sure to hire a professional writer or an agency that uses such writers. With more clarity of voice comes an increase in clarity of branding, so it really is vital to make sure that you are focused on that as best as you can be.
Bear in mind, too, that part of this is the ability to say something efficiently and openly. If your website is full of that kind of language, you are going to find it leads to some serious improvements in the way that people approach your website and your brand itself.
There are two kinds of navigation that you need to think about. Finding a way for these navigation methods to work together is actually how you will make all the difference to your branding on the website in question. One kind of navigation is the technical navigation of the website, how the pages link together, and how clear it all is. The other kind of website navigation is that which the individual goes through in order to go through your brand story. If you can bring these together seamlessly, you are going to be providing an experience that your visitors will really resonate with and which will, in turn, help to bring your brand to life considerably.
Again, a critical aspect of this is ease and clarity, so make sure that you are focused on using web design elements that make this possible. Then it’s just a case of doing all you can to make sure that your brand story is kept in line. If you can do both of those at once, you are going to find that it really makes for a hugely compelling website and a brand that is much more effective as well.
So far, we have looked at the brand’s story and how it can be brought to life, but there are other web design elements to bear in mind as well in all this, not just related to the story. So let’s take a look at some of those now.
The homepage is probably the most important page of all, in so many ways. One of the main reasons for this is that it is the first that people see, so it is a chance to really show off the brand as best as you can. The more impactful the homepage is, the better this will work. Working with a professional web designer, you can ensure that the homepage is really doing the job here. In turn, the brand will be evident and clear from the beginning and, therefore, much more effective and stronger.
As we mentioned earlier, it is hugely important to make sure that you are standing out from the rest, as that’s a big part of what makes your brand effective. The website can be used for this purpose, too, especially if you focus on creating a design which is unlike any you have seen before. While you might not want to go too crazy here, allowing some creativity is undoubtedly going to be worth doing.
It might sound simple, but the choice of colours for your website itself makes a huge difference in whether or not the brand is really visually brought to life. Your brand probably has colours that you have already thought about long and hard, so it would be a shame not to incorporate those into the design. It’s a simple case of getting the designer to be aware of this while they are designing so that those colours are there on the site and very obvious for it too.
People don’t often think about SEO in the context of branding, but the truth is that it is a critical aspect of it. SEO includes everything from the layout of a page to what the title and tags are, so these can be used cleverly to carefully make your pages a lot more in line with your brand. Using an SEO expert will certainly make that easier, of course, but you should ensure that you are aware of some of the methods they are likely to adopt, too, so that you can work out what you are keen to achieve here. All in all, however, SEO should be considered a vital part of the process of bringing the brand to life through web design.
As you can see, there is a lot to consider here. If you are keen to bring your brand to life, you will certainly need to consider all of these elements more strongly. For all of this to work out as you would hope it to, it is best if you have the help of professional web designers. They will know precisely how to make it work, and their support could prove invaluable.