Branding goes far beyond just a logo or a catchy tagline. In fact, it's a customer's entire experience with your company. The marketplace as it is today is highly competitive, which is why it's an absolute must for businesses to invest in their brand. After all, how else are they supposed to stand out from the crowd?
Speaking of branding, we cannot but mention how essential it is to incorporate it into your website. Now, for a complete novice, it might be hard to determine just what branding elements to include in your web design.
Luckily, this comprehensive article will explore key elements to add. Ones that will create a cohesive and memorable user experience that leaves a lasting impression on your visitors.
branding elements to include in your web design - The brand - a unique set of characteristics.
Before we move on to what your web design needs to set your company apart, we must touch upon the notion of ''brand''. So, what is a brand? In essence, the unique set of characteristics, values, and visual elements define your business, making it easily recognizable and impossible to forget for your target audience.
Many believe only celebrities require a dash of branding in their web design. But the truth is, every business does. A coffee-shop chain needs it, a convenience store franchise necessitates it, even moving companies can use it to improve their brand image.
But what is it precisely that businesses should focus on incorporating into their sites to set them apart? Well, stick with us as you're about to find out!
branding elements to include in your web design - logo, brand colour scheme & typography.
Your logo and colour scheme are among the most critical aspects of your brand identity. They create a visual connection with your audience and establish a sense of consistency across various marketing channels. That said, when designing your website, ensure your logo is prominently displayed, and your colours align with your brand identity. This consistency will help solidify your brand image and will imprint in your visitors' brains.
However, a well-thought-out colour scheme doesn't only enhance your brand's visual appeal. In fact, it also influences users' emotions and perceptions. Because of that, it's necessary to keep the psychology of colours in mind when choosing your palette and consider how it relates to your brand's personality.
For instance, if the goal is for your audience to trust you, you may want blue to dominate the palette, as it evokes trust and reliability. On the other hand, if you want your customers to associate passion and excitement with your company, you may be better off opting for red.
Typography plays an essential role in conveying your brand's personality and tone. Therefore, you must choose fonts that reflect both and use them consistently throughout the website.
However, remember that readability is paramount, so you'll need to select typefaces that are easy to read across all devices. In addition to choosing appropriate fonts, you must pay attention to font size, spacing, and hierarchy.
These branding elements to include in your website design contribute to the overall readability, for sure, but also the aesthetics of your website. They help guide users through your content and make it more accessible and enjoyable to consume.
branding elements - like typography and imagery should be considered in your website design.
The images you use on your website can evoke emotions, tell stories, and communicate your brand values. To create a cohesive visual experience, you must use high-quality images that reflect the message you are trying to convey. You can choose between custom photography, stock images, illustrations, or perhaps, all of the above. To ensure your choice is the right one, keep your brand's aesthetics in mind.
We've already mentioned that imagery can evoke emotions. And much like your brand's colour palette, it must represent the values your company is trying to promote. For instance, if your brand promotes a sense of adventure and discovery, you are encouraged to choose images that showcase breathtaking landscapes and adventurous activities.
Never ever post a photo just for the sake of posting it! Instead, be intentional with your imagery, and always – always! – prioritize quality over quantity.
Your brand's voice and tone are as important as its visual elements. When writing your website copy, consider your audience and what they want to read. At the same time, you need to ensure your message is clear and concise. If you haven't established your voice yet, know it might take you time.
Experiment to see what resonates with your audience, but also consider your brand's story and unique selling points while at it. What is it that makes you different from your competitors? How do you want the visitors to perceive you? Answer these questions, and you'll be halfway through establishing a voice for your brand.
Website User Experience (UX) should be an extension of your brand's overall experience.
Your website's UX should be an extension of your brand's overall experience. Think of it this way. Let's say your site was taking ages to load. Would customers neglect this and come back to your company again anyway? After all, they love the products/services. Or would they spread the word about how your website is slug slow to load, impossible to navigate, and therefore, they want nothing more to do with you? Deep down, you know the answer.
In order to ensure your visitors come back craving more, your website must be simple to navigate, fast-loading, and mobile-friendly. You want to focus on creating an intuitive website structure with clear navigation menus, headings, call-to-actions, and interactive elements. This way, your users can easily find the information they want, increasing their satisfaction.
The branding elements to include in your web design above will ensure your website is built with all aspects of your brand identity in mind. Consequently, they can also be the key to unlocking growth opportunities and forging lasting customer relationships. That said, don't underestimate the power of a cohesive and engaging website — it's your digital business card, after all. So, invest in the branding elements today and watch your business thrive as it was always supposed to!