These days, given the high competition in all markets, the importance of branding is often sadly underestimated. Most entrepreneurs focus their efforts on advertising instead of concentrating on the most important things, such as the improvement of the current product/service and maximizing the brand identity. Of course, it’s impossible to sell anything without promotion. However, before spreading the word about your company, you must be sure it’s ready to be presented to the world.
What springs to your mind first when you think of Apple or Google Corporation? I bet you recollect their huge logos and their web presence design. Would you like your customers imagine your logo and your particular web style when recollecting your business? Read this post to learn how you can maximize your brand identity using your website.
The name is the most valuable asset of your company – it’s the biggest identifying part of your brand. It should be sharp and brief, and clearly reflect the essence of your business. The same is about your domain name – it should be identical to your brand’s name. You should never ignore this point – your name reflects the seriousness of your endeavour.
Don’ts: Never try to imitate existing brands – this is the recipe for disaster. Your name should be unique and associated only with your particular company, not someone else. Take your time to come up with the best variant. Never agree upon a mediocre version, just because you can’t think up anything better.
#2 Positioning Statement
Before taking any business online (and offline, as well) – you must have a well-thought-out business plan containing a clear positioning statement. It should define your niche and your target audience. It’s important to realize that you can’t please everyone, but you need to focus on your target user.
In simple words, positioning statement is what you write in your About Us section: who you are and what you do.
This element of your brand identity is closely tied with the previous point – it should have the same sense, but in a shorter and more creative form. If you can’t think up a catchy slogan, I highly recommend skipping this step. Here are some of the most successful slogans for your inspiration: Just do it (Nike), Think Different (Apple), Connecting People (Nokia), Good to the last drop (Maxwell House).
It’s a good idea to place your slogan and your company logo on each page of your website (it shouldn’t be distractive, but it must remind visitors where they’re.
It’s impossible to imagine a serious business without a logo. Your logo is an at-a-glance reference to the whole company. You can either opt for a single image, or a logo containing your company name and slogan (some companies also state the foundation year).
Your logo should be present on every page: in the footer, favicon, your papers and forms. However, it shouldn’t be cluttering and irrelevant.
It’s important to develop exceptional style in every way. If your business is oriented on teens, you may use the freshest design trends, vivid, contrast colors in your ads, your stationery, and of course – your website. But if you’re a wedding photographer, you may want to lean on calm, delicate textures and colors. The most important is to stay consistent across all your branding elements. Consistency will help you create a unique visual representation that will be associated exclusively with your company.
You should never skimp on your website style: opt for different designing agencies/independent designers, ask for third party consultations and reviews. Developing your own style may take you months, but it is definitely worth it. And your website is the perfect tool to spread this style.
As you can see, your website can be a great tool for maximizing your brand identity. To sum it up, let’s make a brief checklist:
- Company name = website domain
- Positioning statement = About Us section
- Catchy slogan
- Unique style
If you want your business to be successful and recognizable, jaw-dropping website is not enough. Your website must reflect your brand identity. The colors, texts, images – everything should work on your brand.