Almost every business has a brand of some kind, even if is a simple sign with their logo above the door of their premises. What cannot be said with absolute certainty though, is that every business has branded itself effectively. This is especially the case when it comes to how a business has failed with its web design in enhancing its brand.
Sadly, poorly designed websites have the opposite effect and either make the branding confusing or worse, harm the brand. Read on and you will discover 7 highly effective web design factors that can boost your brand and ensure that whoever visits your website knows your branding, and remembers it.
Your business’s value proposition is what your business stands for, and indicates to those who might interact with your business what the benefits will be. It can be summarised using short value statements, which are easy to remember by anyone who reads them. When it comes to your web design it should incorporate your value proposition in as many ways a possible, including having a page dedicated to it, and your statement published where ever it would be appropriate.
One of the core branding elements is a logo, which makes it especially puzzling why so many companies do not utilise it as much as they should. Assuming you have an existing logo that was professionally designed, this needs to be included as part of the overall design theme of your website. It can be on every page, or at least on those pages where reemphasising your branding is important such as those where there is some action taken by visitors.
You may take a lead from the colours used in your logo for this. That is not to say that you only use one colour if you have one colour logo. However, any colours you use should be compatible with the colours within your logo. Be aware of having colours that are usually incompatible when seen together such as white or yellow on a green background.
Fonts And Typography
This is another design element within your website that should further enhance your branding. Fonts used within your logo design should be used where possible in headings as primary fonts and the secondary fonts used throughout your website for other purposes should not be too dissimilar from the primary one.
This should an essential aspect of your web design, not just for branding purposes, but for the overall effectiveness of your website. Consistency of layout, colour and fonts will all help to cement your branding within the minds of visitors. This should be to the extent that you continue with it on other online properties such as your social media pages.
Voice And Personality
It is often the case that a company’s brand is boosted enormously because it seems to have a voice and a personality. We do not necessarily mean a character, like Ronald McDonald, although do not rule this out if it works for you. Instead, we mean giving your brand almost human qualities by the persona created by the way your website is presented, the images used on your website, and what is written within your site.
Illustrate Your Uniqueness
One element of your branding which your web design is an excellent tool for is to illustrate the uniqueness of your company, its products, and its services. You most likely operate within a competitive marketplace, so your business must stand out from your competitors. Your branding will be able to do that more effectively if when identified by prospects they know what sets you apart, and above, your competition.