Website Branding

You have only seconds to impress your website visitors. In those few seconds, your business branding must be clearly seen and understood by your visitors. It's more than a logo or tagline, more than simply writing your business name on the home page. Website branding is how your visitors experience your business, and we're going to explain what you should be including.

What is Website Branding?

Website branding consists of the different design elements that are used when building a website. A branded website takes your visitors on a journey on which they receive clear messaging from your brand identity in terms of brand recognition and growth, mission and values, and visual identity. Great website branding will ensure your business is easily recognisable and remembered, drive brand loyalty and customer retention, boost professionalism and emotional connections, and differentiate your brand from those of your competitors. 

Must Haves in Website Branding

A well branded website will contain the following:

  • logo - Your logo is unique to your business and should be prominently displayed on your website. We recommend it is designed by a professional graphic designer. The logo will showcase your brand's personality.
  • typography - The size, shape and colour of your fonts make up a large part of your branding. Generally a business will have clearly defined font name, size and colour for use in specific headings, graphics and paragraphs. 
  • colour scheme - Colour matters when it comes to website branding. Colours evoke emotions and provide messaging, such as red implies speed and youth, with black and white offering sophistication. 
  • imagery - Will there be real life photos, or will graphics make their mark on your website? Remember that your imagery also needs to remain consistent too.
  • layout - A well branded website will be easily recognised as belonging to your business regardless of which page the visitor is on. 
  • voice, narrative and personality - Your website speaks for your brand. Once again, consistency is key and your website's perceived voice and personality must remain the same no matter where they are. Your narrative is the story of your business or the types of things your business will talk about.
  • values and beliefs - What does your business stand for? In your business plan and mission statement you will have clearly explained what your business' beliefs and values are, and your website content is where you have the opportunity to demonstrate them.
  • user experience - A well branded website is one which is easily navigated by visitors. They can quickly access any particular area quickly and easily.

What About Creating a Brand Style Guide?

A brand style guide is an important document for your business as it clearly details where you use specific branding tools. For instance, it lists the individual hex colour codes of your logo, the size and font of your headings, and whereabouts different versions of your logo are used.

As explained in our article on the importance of business branding, your brand guidelines are a collection of rules regarding how your brand works. Also known as a style guide, brand standards or brand book, they include information such as:

  • your mission statement
  • tone of voice
  • where your logo can be used
  • colour palette
  • font styles and where to use them
  • business card and letterhead designs
  • examples of image style and photographs which work with your brand
  • your brand's history and vision for the future
  • key values and personality of your brand

For help in website branding, please contact one of our recommended website designers today.

Tags: marketing  

Posted: Tuesday 4 June 2024