Building a compelling and consistent brand identity is one of the most important tasks a business can undertake, regardless of whether it’s a local SME or an international giant. Consumers need to feel that they understand your business’s character in order to feel confident about buying our products or investing your services.
Here at Beyond Everything, we believe that web design and development are crucial for establishing your brand’s identity: your website is easily accessible and can tell customers a great deal about your business. As such, we would like to provide some insight into the ways in which your website’s design and contents can convey your brand identity.
1. Visual design
The way your website looks can dramatically affect the way consumers think about your brand. For example, your site’s colour scheme can have an impact on whether your site is seen as friendly and carefree or more sober and serious. Brighter, more vivid colours can give your brand a sense of youthful energy, whereas a more restrained colour scheme creates the sense that your brand is quiet and respectable. Some hues, such as deep purples and reds, can even create sense of luxury if used wisely.
Meanwhile, your brand’s logo can also be incorporated into your website’s design to reinforce your brand identity: a well-designed logo can convey a great deal of information about how your business sees itself.
Finally, the types of images you use can inform your brand’s online identity. Images can be playful or professional; straight-forward or subtle. You should think very carefully about what each image that appears on your site says about you.
2. Brand voice
The tone of voice you use for your website’s content has an enormous impact on your brand identity. Remember that every piece of content you write for your site is actually a channel for talking to your customers. Think about your word-choices and how you phrase each sentence. Should you use formal language to create the impression that your business is highly professional and trustworthy, or should you use friendly, informal language to create the sense that your business is accessible and approachable? Should you use technical language to show off your business’s expertise in its market sector or language that a layman can easily understand? Consider your target demographic and try to work out what type of language they will respond to.
It’s important to give your prospective customers a way to interact with your business through the site. For example, you may like to use a contact form or live chat feature. The way you interact with your customers on your site is crucial to your brand identity because it tells them whether you’re the kind of brand that takes them seriously. It is important for you to respond promptly and helpfully when they try to get in touch with you. You can also use your brand voice to help reinforce the more subtle aspects of your business’s identity when communicating with customers.
Here at Beyond Everything, we can help you design and develop a website that helps to establish and reinforce your brand identity. Contact us if you would like any further information.