How to Create a Website that Maximizes Your Brand Identity

February 18th 2013 | Small Business Tips

If you want your business website to be successful, stunning web design is not enough. The design also needs to reflect your brand identity. When you create a website, you need to make sure that the colors, the texts, the images, the navigation and everything else is geared towards optimized representation of your brand.

Think of brand identity as the set of values and ideas that you want people to associate with your company. Design can help you express these ideas to the public. Google, for example, is using a minimalistic design that conveys simplicity and supports their techie image. Ben & Jerry’s, on the other hand, are doing a fantastic job in creating a playful, witty and fun identity that relies on crazy color schemes, childish icons and wacky copyrighting.

Your website is the most important component of your online presence, so it needs to be in sync with your brand identity. Here are  few helpful tips for creating a website that shows the uniqueness of your business and that establishes your brand:

Create a Website that Maximizes Your Brand Identity

 

Optimized Content

If you want your brand to stand out as being awesome and substantial, to have meaning and reflect a certain feel, then you need high-quality content to show it. Eye-catching photos, compelling and valuable information and anything original and credible will fit the bill.

You want to show how your brand is relevant to the lifestyle of your target audience and how it meets their needs. Engage your site’s visitors and be sure to give them something of value, something that will get them coming back for more. Update your site with images and texts that are appropriate for your market.

Remember, prime content is also greatly appreciated by search engines, so on top of establishing your brand, you will also benefit from improved SEO.

Create a Website that Maximizes Your Brand Identity

 

Logo Design

Coca Cola, Nike, Mercedes, McDonalds – when you hear these words you can automatically picture their logos in your mind. There’s no overstating the importance of a great logo for branding, and therefore for good website design. A strong logo is an important part of your branding strategy. It needs to be the visual synonym of your company’s name, so make sure you also position it in a prominent place on your website, and that it appears on all pages.

Create a Website that Maximizes Your Brand Identity

 

Call to Action

This term refers to directing customers on how to interact with your website and complete your desired actions. You need to create large and clear text messages for example “View our catalog”, “Download Now!” or “Enter to Win.” Once users understand how to engage with your site, they will capture the full experience of your brand.

When you create a website, think about your “call to action” as a crucial element in the user experience. To draw attention to your call to action (aka CTA), leave a some blank space around  it, don’t clutter it with other texts and emphasize it with colors so that visitors won’t miss it.

Colors and Fonts

Make sure that fonts and colors on your site complement your brand. If you are in the gardening biz, for example, opt for relaxing green or bright flowery colors, and combine them with earth tones and a clean, simple font. If you sell surfing gear, on the other hand, you would like the colors and fonts of your website to reflect the spirit of your products as something a bit wild and grungy.

Create a Website that Maximizes Your Brand Identity

 

Apps and Widgets

There are endless apps and widgets that you can add to your website to enhance the user experience, but it’s the quality, not quantity, that counts. Select apps that fit your target market and the tone of your brand. For example, a Facebook comments widget will fit a musician’s website, but much less a law firm’s site. An event calendar is a must for a comedy club’s website, but does a dentist need it too?

In the Wix App Market, you can find great web apps organized according to categories, so you can easily find the right ones for your website and brand.