Your Guide to Website Design and Brand Identity

June 21st, 2021 by Bob Ottaway

The internet is an endless source of information. By creating a website, you are adding to the seemingly limitless amount of information accessible to consumers. As a brand, your website should be telling those accessing it as much helpful information as possible. This information is what makes you stand out to consumers when compared to other brands with similar services. Your website should be telling visitors everything they need to know about your business. Not only is the information that they’re receiving important, but the visuals of your website can also affect your incoming leads.

Importance of Website Design

two computer screens open on web design

The design of a website should be important to brands of all sizes. It is an inescapable side-effect of being a service on the internet. Your website has to be visually appealing and easy to understand. If your website is unorganized and unappealing to your customer base, this can negatively impact your site’s engagement. Hiring a professional designer can help your website and benefit your brand. That’s not to say you can’t learn things on your own.

Many factors go into building a brand, one of which is logo design and brand name. Although those are essential parts of a business, it is just as important to take the time to build your brand identity. To do that, you first need to understand what brand identity is.

What is Brand Identity?

Brand identity is more than your business name, logo and list of services. Your brand identity is the part of your business that goes beyond its face value.

This involves getting to know your business. Establish your business values, how your brand is perceived, the communication of your product or service, and similar topics. If what you’re doing now doesn’t align with what you want it to, you will have to make necessary changes to meet that goal. Establishing your brand image tells the customers who you are beyond your services. They won’t know it until you give them that information.

The first impression you make on your customers is what identifies your brand. Their experience is what lasts beyond your services and differentiates you from similar brands. If they have a high-quality experience with your business, they will most likely return to you and even refer your company to people they know.

Implementing Brand Identity On Your Website

someone holding a phone with a website open

Once you’ve established your brand identity, it’s time to incorporate it into your website. Both the website’s design and development are essential for your online brand strategy. Your website communicates with your target audience for you. Ensuring that the information is easy to access as well as easy to find is vital. Making sure that the website is mobile-friendly is also critical in website design. Brands might miss out on a large mobile customer base due to poor design.

 

Here are a few ways that a company can include brand identity design into its website:

  • User-friendly: Customers can make assumptions about your brand depending on how user-friendly the website is. Organize it in a way that’s easy for customers to navigate. Separating the information into smaller sections makes it easier for site users to skim the page. Doing this will prevent people from losing interest.
  • Website Pages: Include vital information about the brand that you want site visitors to know. This includes the business location, lists of services and all forms of contact. There can even be a section about the company values.
  • Graphics and Images: The imagery on your website should be intentional. Every piece of information that is on your site is telling the customer something about you. If your website is the first place a customer discovered you, images are crucial to your visual brand. This is your chance to control their visual and their opportunity to get to know you! Use your own photos to establish credibility and make an excellent impression online.
  • Color Palette: Pick a simple color palette. This should fit your services but allow you to stand out from competitors. A pop bottle with a red logo might get you thinking about the brand Coca-Cola. The color red was also intentionally chosen because it invokes a specific emotion from its customer base.

Final Thoughts

Incorporating brand image into the digital design can benefit any brand regardless of its size. A small business with minimal experience in digital design can gain from it just as much as a large corporation with a long-established website. Including your brand image on your website tells the public that you’re more than the services you offer. These improvements are made for your brand, and your new and returning customers.

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