How to Use Web Design to Enhance Branding
Web design is something every business owner needs, because every business needs a website. For some, a well-designed website is a great asset that solidifies a trustworthy brand message and image in the eyes of consumers. However, we know the opposite is also true. A poorly designed site has the potential to damage your brand’s cohesive appearance and reputation.
Why is branding so important? Take McDonald’s for example. Its brand is so successful and consistent across the globe that children sometimes recognize those golden arches before they know how to read their own name. Good branding not only helps people recognize your product but also allows them to trust your company to deliver. When you see that characteristic “M,” you know exactly what you are going to get!
Consistency Is Key
Visual consistency is important when you are trying to solidify your brand’s image. The design of the website and your logo needs to reflect not only your other online marketing materials — for example, social media channels — but also other mediums like physical pamphlets or postcards.
We recommend achieving this by creating a brand guide with specific colors, fonts and other details that ensure anyone working on marketing materials, including web design, will create a visually consistent branded image. Style guides similarly spread the word to all employees about what tone to use, grammar preferences and more to keep everything on track.
Good Design Captures Clients
A well-designed website will funnel potential clients or customers to a landing page. All of your other marketing efforts will point to one of these pages in an effort to attract the purchasing power of certain demographics. Design and branding are essential on these pages, not only to draw a user to conversion, but also to solidify your image and reinforce your message so the user feels comfortable and secure doing so.
The funnel starts with awareness and leads to interest and contemplation, all the way to purchase and brand loyalty. Through each step of the way your consistent branding may help a potential customer get to the end point, converting from a contemplator to a customer to an evangelist!
Branding Should Start with Your Website
As the concentration for your marketing funnel and landing page for your marketing efforts, your website should be the central branding center. All of your other marketing materials and efforts will have a similar look, feel and message, but your site is where it all starts. Use your website as an opportunity to define your visual and written messaging, and then extend that to your other channels. Whether you are doing a total brand redesign or you are just starting out, this is a great tactic that will keep your branding on point throughout, leaving customers with the sense that they know you and trust you.
Whether you’re a marketing pro or new to the game, make sure web design is at the forefront of your branding plan.