What is Branding?
“Branding” is a term you may have heard a lot, but what is a brand? The logo isn’t the only thing that makes up a brand. A logo is part of it, yes, but the whole website is oftentimes potential consumers’ first impression of the company.
You want that first impression to be a good one; it should truly showcase your company and why people should choose you over your competitors. Your website’s branding includes the use of visuals, brand differentiator, and connecting with your user.
Incorporating Branding Into Your Website
Now that you know what branding is, let’s take a look at how to incorporate that into your website, which really elevates your brand.
Like I mentioned earlier, your website is potential consumers’ first impression of your company. Chances are, you have an aesthetic in mind for your company, and the first branding opportunity is on your website.
When thinking about your website’s branding, it’s important to keep those three aforementioned branding components in mind: visuals, differentiators, and connecting with your user.
Start by Introducing Your Brand Differentiator
Brand differentiators are all about one thing: how do you stand out from your competitors? Incorporating your brand differentiators into the site will make it clear to users why they should choose you instead of your competitors. Don’t only include it in one place, though: add it to the description of your services/products, or show them that you understand the problem you are trying to solve with your product or service.
Have Consistent Brand Visuals on Website
Visuals show potential customers who you are and what your brand is all about. You can do this through the user experience and user interface design of your site. There are small but impactful ways to showcase your branding on your website, including: Are the buttons on your site in your brand’s specific colors? Do the images you’re using connect with your brand essence? For example, if you are a person-centered brand then you could want pictures of people but if you’re a product/service-based industry, illustrations might be a good solution.
Connect Users To Your Brand
The final piece of incorporating branding into your website is about connecting with your users. People should understand why you do what you do just from looking at the content on your website. This does not mean clearly stating your brand’s purpose on the site; there are several ways you can do this. For example, subtly include why people will connect with your brand inside of the “About” page. This will be especially helpful for Millennials and Gen Z, who want to be purposeful and align the companies they support with their values.
There is a lot more to branding than a logo. Your website’s branding includes three major factors: visuals, brand differentiators, and connecting with your user. If you keep these three elements in mind, it will make the branding on your website even stronger. If you want assistance with your branding, contact us for more information.
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