Why do people excitedly wait in front of Apple’s stores the night before a new iPhone model is released? The answer is simple: customers are loyal to this company and connect certain emotions with its products. However, this wouldn’t be possible without the significant efforts Apple has put into building a strong brand identity, and it is not something that can be accomplished overnight. But, with an increasing number of businesses competing for potential customers online, building solid branding on your website has never been more vital than today.
We had a very productive conversation with professionals from a web design company in Chicago, and we all agreed to share our thoughts about the importance of branding in web design.
What is Branding?
“Branding” is a term often used in the business world to describe a company’s image, personality, and reputation. It is the process by which a company builds its name, reputation, and image into the minds of consumers. This is accomplished through a variety of marketing strategies, such as creating a unique logo, crafting a distinctive slogan, and choosing the right color palette. However, branding also includes the way in which a company communicates with customers across different platforms.
Benefits of Branding in Web Design
Now, it is time to dive deeper into the discussion of how branding in web design can help your business achieve success.
- Branding is the backbone of your entire online presence
A strong branding supports all your digital marketing efforts (such as social media advertising, email marketing, search engine optimization, and more) by ensuring consistency in communication with clients.
By maintaining consistency in colors, tone, logos, images, and other essential elements, you will increase the chances of people recognizing your company and triggering emotions that lead to conversions. If all of your landing pages look entirely different, people will soon forget about your business. The importance of consistency is massive when you are trying to build a solid online presence.
- It Helps You Stand Out
What separates two companies that offer similar products and compete within the same industry? Branding.
The only way to thrive in today’s crowded market is to offer more than products or services. You need to offer emotions that compel your target audience. This approach will help you stand out from your competitors. You actually will not have anyone to compete with, as branding will allow you to build your business’s unique world, inhabited by loyal customers.
- Branding Gives You Credibility
Branding will help you improve the overall quality of your website and make your business look more professional. Building trust is vital in every aspect of communication. It naturally leads to increased conversion rates and returns on investments.
Quick Tips for Branding in Web Design
Here is the list of 4 tips that can help you with your next branding web design project:
- Choose right colors
One of the first choices you have to make when starting to build a brand identity system is choosing the color palette. Different colors evoke different emotions in human brains, and that is why you will notice popular brands within your industry use similar colors to represent their products. For example, green is often linked to the environment and health, and produces a calming effect. Warm colors, such as red, evoke energy and even hunger. That is why they are popular in the food industry. On the other hand, luxury brands often opt for black.
- Inject a dose of personality
Installing human-like attributions in your brand can help you connect better with your customers. People love engaging with brands that involve elements that are familiar to them. That is why popular brands often use mascots to increase interaction with customers.
- Use appropriate tone
Think about your target audience when choosing the tone in which you will communicate with your website visitors. An informal tone might be a good option if you are targeting younger generations. However, a formal tone is more appropriate for serious industries and B2B services.
- Make your brand unique
The tips above are vital for increasing the chances of building a successful brand. However, without a touch of originality, they will not help you stand out too much. Consult with members of your team, as some of them might have unique ideas that will make your brand become one of a kind.
Final Thoughts
When people think of a company, they often think of its brand. The brand is the image, reputation, and legacy of a company. It is what keeps customers coming back to a company time and time again. Having a strong branding strategy when designing a website can help you set your business apart from its competitors and ensure a loyal customer base. The sooner you start implementing branding in your web design, the better.
