When you create your brand, eventually you’ll want to create a website that embodies the home of your brand. And your website branding needs to be on point so your customers feel like you’re the same person they’ve enjoyed getting to know on other platforms.
Your website is the hub or storefront or center of your business. The content you create should live first on your website and then be shared to other mediums from there. The products you sell and the services you provide all live on your site, and your job when marketing is to drive targeted traffic to your site and offers.
You drive the right traffic by ensuring that your website branding, your message, and your objectives all align in your branding efforts. Even the smallest thing can make a huge difference. Let’s look at ways to integrate branding into your website design.
The Colors You Pick
When you choose the colors for your website, of course they should blend with your choice of logo design, which should align with and enhance your business objectives. The way you know that the colors work for your audience is by studying how color affects people so that you choose and test with a goal in mind.
Your Brand’s Personality
The character that plays your brand is as important as the design, because the design is like the clothing for the persona of your brand. Your personality comes into play as strongly on your website as it does everywhere else, and you need to make sure you’re presenting it well.
Your Brand’s Tone of Voice
Since your brand has a character, that means it also has a voice. Your brand’s voice should align with its message and objectives. If you’re serving young single professional women, your tone and voice will be very different than if your audience is a young, stay at home, homeschooling mother.
The Images You Use
When you develop your brand, it’s a good idea to decide what type of imagery you’re going to use for blog posts, newsletters, social media, ads, and so forth. You need to be consistent. For example, vector images versus photographs, or stock photos versus more personal photos. Your website branding is hugely impacted by imagery, and being consistent in them does wonders for your look.
The Emotions You Evoke
Based on your brand’s personality, the problems you solve, and the content you publish, you can evoke specific emotions from your audience. What emotions do you want to evoke? All of your branding — whether it’s on your website or social media — should combine to ensure you make them feel the way you need to make them feel.
This mark that you create needs to appear in some measure on everything you do. You can make it stand out or blend in more, depending on the mood you are trying to elicit from your audience, but it absolutely has to appear on your website.
The Fonts You Choose
Even a font can be seen as having an emotion. This is awesome because you can use that knowledge to choose the fonts that help evoke the feelings you hope your audience will feel.
Your Value Proposition
What do you offer to your audience that is different from the competition? Spell that out as much as you can via your content, the labels you choose for your website’s navigation, and your overarching message. It should all be clear upon first glance.
Your Mission Statement
Your mission statement is an important part of your branding strategy. You can look at that mission statement any time you are creating something — whether in your content marketing, new products, or services — to help guide you so you can stay consistent.
Adding your tagline to your website is an important way to give your audience a lot of information in a small amount of space. Think of taglines from other businesses and how that defines the business’ objectives for you.
Your website branding is very important to your success, but if it’s not designed properly and doesn’t seem consistent with what you do on social media or elsewhere, then it won’t work as a trust-building tool with your audience so you make more sales and grow your business.
Make sure you’re keeping your brand and audience front-of-mind as you plan your website so it comes across as consistent and trustworthy.
Plan Ahead for Your Website Branding
In my free ebook + workbook, Brand Magnetism, I teach you how to start developing your brand personality and tone, how to write your mission statement, and define your ideal client so you can build a website that’s in line with your brand. Download it for free to get started.