When creating a website with one of the best website builders, the key is a strong website branding as it shows your business to your audience and customers through a unified drive and message.
Consistent website branding enables your business to tell a story and enables readers to engage with your businesses, building a more personal relationship that can pay off in terms of sales and personalization.
Any business that operates online, be it through an e-commerce website or a small business website, should invest in key services such as the best web hosting services or pay-per-click ads.
However, across the board and upfront, an online business must consider and plan for branding in virtually every aspect of its marketing strategy. Below, we’ve outlined tips, tricks, and guides on how to improve your website branding.
Website branding: why it matters
Branding your business online and offline should be consistent with each other, but there are particular considerations for each.
For one thing, online branding has several technical limitations. Web pages are always displayed in two dimensions and on a relatively small screen. Rather, you can weave the offline branding into more varied forms offline, such as television commercials, radio jingles, and t-shirt logos.
In some ways, you have less control over your online brand than you do offline. For example, affiliate sites can sell your products online, or you will interact with customers through a social media site that has minimal design customization. Also note that web pages are viewed on a wide range of devices with different screen sizes.
Most companies have a marketing department that creates a company brand guide. This guide specifies how to represent the company consistently in promotional material.
Most of the time, this brand guide is specific to printing operations and details how to produce posters and other physical promotional material. It includes details about colors, fonts, letters, and various shapes of the company logo, but not how big or small the logo should be compared to other elements in a design.
However, a website branding guide should also include information on the logo’s preferred pixel size because screen space is limited. Designers should also specify preferred fonts and font sizes, while being aware that users can override these settings in their web browsers.
A print operation brand guide will include a Pantone shade for all colors so that offline marketers can accurately recreate the official brand colors. This doesn’t work for online branding. Why? Because each display has a different gamut range (the ability to accurately represent colors) and few displays are perfectly calibrated, web colors are represented by approximations. Therefore, a branding guide for online use should also include colors defined in hexadecimal (for example, #FFFFFF is white).
Once the branding guide is complete, it can be used to create template files and samples for use by web developers, ensuring that all future marketing maintains a consistent style.
Website branding tricks
Here are ten quick things to consider that can improve your brand on the site.
1. Logo size
As already stated, it is important that the size of the logo is uniform. A single logo size that is used throughout your website gives it a more consistent look. It also reduces your web hosting costs because you are using less bandwidth.
2. Cross mark
Your website may contain the logos of other brands, such as when you sell their products or work in association with them. In such cases, your logo should be larger and more prominent than theirs. It’s subtle, but including other brand logos the same size or larger than yours minimizes the importance of your brand to the reader.
3. File limitation
Keep the number of image files you use on your site low. If you change brands later, you will only have to change a few files and the pages will be consistent with each other. It also makes your website load faster and reduces your web hosting cost because you are using less bandwidth and disk space.
4. Use PNG for logos
JPG images cannot be made transparent. PNG images, on the other hand, support transparency, so you can use a PNG version of your logo over any background color without a problem.
5. Have a proposal
A visitor to your website should be able to immediately recognize what it is about, what you can offer them and what makes it different. Think of ways to show your particular value proposition to a new visitor through your brand.
6. Be consistent
Consistent branding doesn’t stop at logos and colors. Everything on your site should be uniform from page to page. Use the same writing style throughout and keep the same button placement and visuals. This extends to other types of online marketing you do, such as email newsletters, social media marketing, and advertisements.
7. Consider a pet
It doesn’t work for every business, but a mascot can help give your business a recognizable symbol that will stick in the minds of customers. However, not all pets are loved, so get feedback before revealing a pet that could negatively affect your brand.
Almost all businesses benefit from having a strong social media presence as it is a great way to engage with current customers and attract new ones. Your branding needs to be consistent here too. Change the banners, profile pictures and avatars on your social media channels to reflect your brand and keep your social media messages in line with your overall brand message.
9. Think about visual scanning
When we visit a web page for the first time, our eyes scan from top left to top right before moving down. Consider placing your logo in the upper left and placing branding elements in places where the visitor’s attention will stay. Visitors should be able to understand your brand’s message within seconds of their first landing on your site.
10. Watermarks and tints
If you need to include your logo somewhere in an image that already has a lot of detail, consider that it can look messy unless you digitally edit the logo or background image first. You can make your logo black or white and include it as a subtle watermark, or reduce the colors in the background image to make the logo more prominent.
More information on web hosting and website builders
When it comes to your website and its content, read our list article listing Google’s six essential tools for website SEO, and our feature that states whether web hosting affects SEO. You can also discover six ways to get free website content for your site legally, how to choose a domain name for your website, and how a simple web design can help your site perform better.