Using Your Website for Visual Branding
Posted by Leisa Redmon | April 27, 2020
Having a strong brand image backing up your business is essential for brands that want to thrive. And with that, there is no better visual branding tool than your website.
Your website is how you tell your potential customers about your business, your culture, your products and services, and how your business is conducted. The visuals you create for your website go a long way in how visitors perceive your brand.
A logo is one of the best ways for an audience to identify your company. For example, when you see a logo of an apple with a bite taken out of it, it's commonplace to automatically connect the dots to Apple electronics.
You want your audience to be able to identify your brand simply by looking at a high-quality logo, so it should be prominently displayed on your website for your visitors to see. Because of its many overt placements, especially on your website, it’s important to invest in a good logo design from the start.
Because colors often elicit emotions and behaviors, it’s important to be deliberate when choosing your brand’s aesthetic, and your website should follow the color scheme that is identified in your style guide.
For example, Pepsi uses the blue and white colors that are on their cans on their website, too. The color scheme you use on your website should be simple yet intentional. By having the awareness in mind of the emotions you want to propose, you can more easily capture your brand’s vision with appropriate use of color.
One of the major ways to showcase your company’s brand is through the types of images that you use in your blog posts. Do you use cartoon images, stock images, or real images that your company has taken? Regardless of the media your company chooses, be aware of the message the media will deliver to the audience.
For example, memes and GIFs can be very relevant and topical, while coming off as light-hearted and whimsical. However, not all audiences are created equal. Even if the translation within your inner circle is positive, you need to put yourself in the shoes of your personas to truly understand how your images will come across.
Website visitors generally view websites in the same manner they view content – from left to right, up and down. With that in mind, your website’s layout can tell your visitors a lot about your brand. Understanding where the hot spots on your website are will help you identify the best placement for brand-identifying/enhancing images.
If your business has capitalized on media (documentaries and commercials, for example) on your website, are they showcasing your brand properly? Do the videos align with the rest of your website’s visual branding? These are important questions to ask before displaying a video on your website. If it doesn’t align with the rest of your website’s branding, it’s probably best to keep it off of your website, or tweak the video so that it is on brand with everything else.
Social icons may seem like something miniscule, but they should be displayed in alignment with your brand on your website. If you have a sleek website that is black and white, don’t display the social icons full of color, or vice versa. There are several social icons to choose from, so be sure that they align with your visual branding on your site.
VISUAL BRANDING TIPS
- Be consistent – Consistency throughout your website is vital to branding your business and evoking the appropriate emotions from your website visitors.
- View your website as a user – A big mistake that companies often make with their website is that they fail to look at it from the point of view of the user. Remember, your website is a selling tool, not a tool for your internal team, so you should treat it as such.
- Know your own identity – This is something that may seem like a no-brainer, but is a problem many businesses run into. Make sure you and your team understand your own identity before trying to convey it to others.
- Typography – Your typography on your website should remain consistent and be on brand. Don’t use several different type families throughout your website and expect your visitors to recognize the branding you’re trying to portray.
Overall, your website is an excellent tool for branding, and you should be treating it as such.
To be sure that your website consistently stays on brand and reaches your target audience, schedule a consultation with the Primitive team.