Although most businesses out there own a site, people tend to not realize that website branding is a thing. And it is just as important as any digital branding strategy out there.
Why Website Branding is Important
Before we went into branding for websites, let’s have a brief understanding of the definition of branding.
The process involved in creating a unique name and image for a product in the consumers’ mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.Business Dictionary
Branding is about curating a unique image that makes you stand out from the rest of your competitors. This is especially important when people will most likely reaching out for brands via their respective websites.
A good website branding creates a positive first impression and raising brand awareness. This eventually will lead to better engagement, with the possibility of generating more leads and more sales.
Improve Site Usability
The word “site usability” covers a dozen factors that make a site user friendly. How would your brand enjoy the benefits of website branding if users can’t even access your site?
According to Google, 53% of mobile website visits are abandoned if a mobile site takes longer than three seconds to load. For every one second delay in site load time, conversions fall by 12%.
Slow loading speed not only hurt your conversion rate. But it’s also will have negative impacts on Search Engine Optimization (SEO) performance after Google announced that site speed is one of the ranking factors.
Obviously, site speed plays a part in the lead generation and conversion on websites, which has a direct impact on sales.
High ranking websites also increase site visibility on Search Engine Result Page (SERP), thus increasing website traffic with the possibility of capturing more leads and generate more sales.
Luckily improving the site speed doesn’t require you to have a Bachelor in Computer Science. Here’s an article for How to Speed Up a Website easily.
If your site requires your users to pinch and zoom, your users will most likely feel annoyed and frustrated. And wonder why in the hell a site like this still exist?
A non-responsive website doesn’t only mess up the user experience, users also might have the impression that the site is outdated. In contrast, mobile-ready websites make content readable one it loaded and often easy to navigate with just a few taps without the zooming.
In the USA, 94% of people with smartphones search for local information on their phones. Giving it that there’s a large proportion of mobile users, make responsive sites even more important than ever.
So if your site hasn’t gone mobile yet, it’s best to start planning now. Fortunately, most ready-made templates or website builders these days often come with responsive designs.
Site Structure and Clear Navigation
Site structure is how you organized the content of your website. Having a well-organized and clear site structure is a vital part of SEO strategy. It affects how Google determines the relationship between links and affecting the page rank and CTR (Clickthrough Rate).
Here an article, What is site structure and why is it important by Marieke van de Rakt from Yoast to help you understand site structure better.
But most importantly, having a clear site structure is a must so that your visitors won’t get lost. This is because your site menu or navigation is built based on the site structure.
Having a menu with links to some of the most important pages such as the About Us and Contact Us page helps your users to browse your site more easily.
If your site structure has plenty of branches, use the drop-down menu to handle that for you. You can also make use of the footer space to place other links as well.
The visual aspect of the site is the first thing your users will notice once your site is fully rendered. Therefore, incorporate brand identity into the site visual will definitely improve website branding and increase brand awareness.
Logo and Mascot
The logo and mascot are two of the most important elements that made up the branding image. It’s simple and highly recognizable, making it easy for consumers to identify a brand based on it.
In web design, add the logo on the header on every web page of the website. Make sure it’s the first thing your users see when they access the webpage since it’s the identity of your brand.
Another great way to incorporate the logo is to add its watermark on every image or video that is on the website. Or if your site might take some time to load, make your logo the loading animation for your loading screen.
Users who browse the website will subconsciously associate the image of the logo with the brand itself. Thus, it creates a strong foundation for a memorable and successful brand.
Other than the logo, the mascot is a great way to make your brand more lively and appeal to site users, especially you have a younger audience.
A mascot can also help you to present your content in a fun and creative way, making your web content even more unforgettable. Plus, it’s easier to establish a brand personality on mascot compared to the logo alone.
Stay Consistent with the Colors and Styles
Consistent with the website visual also includes using the same aesthetic across the web page. It’s important to know that colors and styles often associate with brand identity and brand image.
Using the same colors and style as your brand identity can add to brand familiarity. Once your audiences saw different marketing materials with the same color and style over and over again, they’ll subconsciously associate the repeated visual with the particular brand, increasing brand awareness.
Often time, the website color and style are based on the design of the logo. Logos are simple and only contain a few colors, it’s easy to build a website based on the limited range of colors.
But what if your logo is monochrome (black and white)?
Although there are brands that sport the black and white aesthetic (mainly high-end brands), it’s important to take the brand image into consideration.
Imagine, if you’re selling kids’ toys, would you use black and white websites just because your logo is also black and white? Of course not! You are selling toys that are supposed to bring fun and joy. Instead, try colors that represent fun such as cyan and magenta!
A useful tip for those who want to choose a suitable color scheme for their website (brand) is to pick the color based on their brand voice. Usually, this part will involve color psychology, which means colors influence human behavior.
Anyhow, the choices for the website’s color should align with the important factors below.
- Brand identity (Logo)
- Brand image (Motto and Mission)
- Brand personality (Cheerful or Trustworthy)
For example, if you are running an organic farm, what would be the best color to show that you run an organic farm which its motto is to make farming sustainable and environmental-friendly at the same time produce quality food for better health?
If your answer is green, then yay! We have the same answer! 😀
The font is also important to form a strong brand recognition. In which you noticed that newspaper publication websites often used serif fonts as their main body fonts while tech websites use sans serif fonts instead.
Even though sans serif font is better in terms of readability, newspaper outlets have long printed their papers in san serif fonts. People are accustomed to the serif fonts of the newspaper, and it becomes one of the most recognizable parts of newspaper publication.
Nowadays, newspaper publication sites still use the old serif fonts, as it’s part of their identity.
Another classic example of using fonts to establish a brand identity is Apple. Sleek and modern is the image of Apple and its fonts which are sans- serif font with straightforward design show it all.
Other than visual, content also plays an important role in website branding. Carefully crafted the content to suit your brand in terms of context and tone, alongside images and videos that reflect the context.
Keep Your Content Fresh
Keep your website updated with new content once in a while can make your brand stay relevant among existing customers. It helps you to engage with customers better and build brand awareness.
New contents such as blog posts with a variety of keywords also increase the site SEO performance. This means that users can land on your site via SERP of different yet related keywords, therefore amplify the conversion rate.
And here are some ideas to start creating your website’s new content.
- Press release
- Product update
- Blog posts
Engaging content increases the interaction time between users and the website, thus improving the conversion rate. In fact, creating engaging content is easy and here are some tips.
- Keep it short
- Short paragraphs
- Avoid jargon and big words
- Bullet and number for list
- Use UPPERCASE, bold, italic, underline wisely
Incorporate Your Brand Voice and Tone
CoSchedule has the perfect definition for the terms voice and tone in their article of How to Define Your Unique Brand Voice by Nathan Ellering.
|This describes your company’s personality. It’s consistent and unchanging.||The emotional inflection applied to your voice. It adjusts to what’s suitable for a particular piece or message.|
A brand with personality helps your brand to present itself to be more human-like, it can be relatable, it can be fun, depending on the brand itself. As people prefer to interact with humans-alike rather than a hard, cold, cooperation.
Having a distinctive personality for a brand can really make itself shines among all those competitors. This’s because your marketing materials has its own personality with a unique voice and tone, making marketing less boring and more fun.
Here are some examples of content in which you can add some personality to it.
- Sales funnels
- Blog posts
- About us
Show Your Brand Mission, Vision, and Purpose
Your mission, vision, and purpose are parts of the brand image.
The brand vision is what brand hopes to achieve in the future. While the mission is the one that describes how the company works. And the purpose is the reason a brand was created in the first place.
For more info on the brand mission, vision and purpose, The Difference Between Brand Purpose, Vision and Mission by Carla Johnson is a well-explained article along with some great examples.
Establishing a good and thriving brand mission and vision is a great way of marketing the brand by instilling confidence and provide an insight into what they can expect from the brand.
Brands usually show their aims on the About Us page. It will be paired with some interesting images or videos to make the reading experience more engaging.
Another great place to show brands’ goals is to show it on the homepage. It can a section dedicated to it or a slideshow to show the brands’ mission statement.
Images and Videos
Visual is a powerful tool to deliver a message to site viewers compared to just lines of letters. Images and videos not only make content more engaging. It also helps viewers to understand the context better.
From the aspect of website branding, images, and videos with the same styles or aesthetics can also reinforce the brand identity.
Credibility often associates with trustworthiness and quality. Showing your brand’s credibility is a great way to tells website users, “Hey, we are a reliable brand that provides quality services/goods!”.
This’s especially useful if you have been partnered with or featured in household names. This’s because household names are popular among the mass majority, therefore has more authoritative than lesser-known brands.
Here are some examples of things that you can exhibit your credibility with.
- Featured in
- Testimonials and reviews
As users reach out for websites more and more often, the importance of website branding escalating. In fact, branding for websites isn’t hard as it’s a versatile medium.