Why brand matters when designing your website
The question “Why brand matters…” is vital across your entire business. It plays it’s part from your business cards to your social media channels – its definitely not just your website! But why is it so important?
Your brand is what sets your business apart from others and communicates your unique value proposition to your customers. Your website is often the first point of contact for potential customers. This makes it essential to use design elements that align with your brand and create a cohesive user experience.
Branding is important because not only does it leave a memorable impression on consumers but it also allows your customers and clients to know what to expect from your company. It is a way of distinguishing yourself from your competitors. Plus, it clarifies what it is you offer that makes you the better choice.
I’ve got my logo on my home page is that enough?
Your brand is more than just your logo and colour scheme; it’s a combination of your company’s mission, values, personality, and visual identity. When designing your website, you want to make sure that all of these elements are reflected in the design and content.
The reason why a brand matters is that it is your best opportunity to create a strong brand identity. This will differentiate your business from competitors and create a memorable impression with potential customers. Your website design should reflect this identity by incorporating elements like your brand’s colours, typography, imagery, and overall tone. Consistency in these elements across your website and other marketing materials can help build trust and recognition with your audience.
In addition, your website should be user-friendly and intuitive, making it easy for visitors to navigate and find the information they need. Incorporating your brand identity into the user interface and experience can help make the experience more engaging and memorable for visitors.
Overall, a website that aligns with your brand can help to strengthen your brand’s identity, increase customer trust and loyalty, and ultimately drive business growth.
My website is just a one page shop front, how can that depict my brand identity?
Even if your website is just a one-page shop front, there are still ways to incorporate your brand identity into the design. Here are some tips:
- Brand colours – Incorporate your brand’s colour scheme into the design of your website. This can be done through the use of backgrounds, typography, or accent colours.
- Use your logo – Your logo is a key visual element of your brand identity. Make sure it is prominently displayed on your website, preferably in the header section.
- Choose your typography carefully – Your brand’s typography can help communicate the tone and personality of your business. Choose fonts that align with your brand identity and use them consistently throughout your website.
- High-quality images – Use images that are high-quality and visually appealing. These images should align with your brand identity and be relevant to the products or services you offer.
- Your brand ‘voice’ – The language you use on your website should align with your brand’s tone and personality. This can help create a cohesive brand experience for your visitors.
You can see in the example above why brand matters. The component parts of the page above are all strategically focused to resonate with your audience. Remember, the goal of your website, or any communication, is to create a strong brand impression and reiterate your unique value proposition to your customers. Even a one-page shop front can accomplish this if it’s designed with your brand identity in mind.
How can my brand strengthen my eCommerce website?
You know why brand matters to your site in general, but an eCommerce site wants the focus to be the products or services you are offering. Your brand is there to strengthen that without detracting from the contents and it can do it in a number of ways:
Build trust with customers
A strong brand can help to build trust with your customers. This is even more important for eCommerce websites where customers can’t physically see or touch the products before buying. By consistently delivering on your brand promise, you can build a loyal customer base that is more likely to return to your website and recommend your business to others.
Differentiate from competitors
Your brand is what sets you apart from your competitors. By leveraging your brand’s unique value proposition, you can differentiate yourself from the competition. Additionally it creates a more compelling reason for customers to choose your products over others.
Create a memorable experience
A cohesive brand experience can make your eCommerce website more memorable and engaging for customers. By incorporating your brand identity into the design, user experience, and content of your website, you can create a more compelling and memorable experience that will stick with your customers.
Increase customer loyalty
A strong brand can help to create a sense of loyalty among your customers. By delivering a consistent brand experience across all touchpoints, including your website, you can reinforce your brand messaging and create a stronger emotional connection with your customers.
Drive business growth
Ultimately, a strong brand can help to drive business growth by attracting new customers and increasing customer retention. By consistently delivering on your brand promise and leveraging your brand identity to create a compelling customer experience, you can build a loyal customer base that will help to grow your business over time.
Overall, your brand is a powerful tool for strengthening your eCommerce website and driving business growth. By leveraging your brand identity to create a cohesive and memorable customer experience, you can build trust, differentiate from competitors, and create a loyal customer base that will help to drive your business forward.
I have a customer portal, surely as long as I have my logo and brand colours its enough?
Having your logo and brand colours on your customer portal is a great start! However, it’s not enough to fully leverage your brand and create a compelling customer experience. Here are a few more ways you can strengthen your brand on your customer portal:
- Use consistent language and tone
The language and tone used on your customer portal should align with your brand personality and messaging. This can help to create a consistent brand experience for your customers and reinforce your brand identity.
- Customise the design
While the basic structure of your customer portal may be standardised, there may be opportunities to customise the design within the confines of your system. Consider incorporating your brand elements (such as your logo and colours) in any available design areas to make the portal feel like an extension of your website or brand.
- Provide a seamless user experience
Your customer portal should provide a seamless user experience that is intuitive and easy to navigate. By keeping the user experience consistent with your brand identity, you can create a cohesive experience that feels like an extension of your brand.
- Offer personalised content
Your customer portal can provide personalised content to your customers based on their preferences, past purchases, or other data. By tailoring the content to your customers’ needs, you create a more engaging and relevant experience that aligns with your brand.
- Leverage your brand story
Your site is a platform to tell your brand story and communicate your unique value proposition to your customers. Consider including information about your company’s history, mission, or values to help create a more emotional connection with your customers.
Look how we strengthened Foresight4Food’s brand by following the principles outlined above. It was a major factor for them in choosing us to deliver a new website and simplified content management system.
Incorporating your brand identity into your customer portal is important to creating a cohesive customer experience and strengthening your brand. By leveraging your brand elements, providing a seamless user experience, and offering personalised content, you can create a more engaging and compelling experience for your customers.
In conclusion – why brand matters to your website
A website that reflects your brand can help to build trust and credibility with your audience. Furthermore it improves brand recognition and customer loyalty. A consistent brand experience across all touchpoints, including your website, can help reinforce your brand messaging and make you more memorable.
Gold Pebble look to elevate your brand into a key pillar for all your communications. We understand why brand matters. We combine this with our understanding of your target audience, marketing plan, customer engagement and the goals of your website. Together these ensure a cohesive approach to your communications to help make your goals a reality. If you like to know more about how we can help make your website work better for your goals, why not get in touch?