Some might argue that branding can be described as `the most valuable fixed asset of a corporation`, and this can be seen as true in the light of the highly competitive market today. Take Apple for example, their branding is so effective by how they have built their fortunes on their incredible valuable and attractive product form and consistent styling. This is the result of billions of dollars of research and advertising.
Branding occurs with or without intervention, this means that when your customers have opinions on your business, whether they´re good or band, branding is happening – and therefore its best to take as much control as you can. One way you can do this is to create coherent and consistent brand identity on the most important online platform, your company’s websites.
How can your website strengthen your brand?
A branding platform, is often known as corporate image, and is an umbrella term for the number of tools and areas you can improve your branding. Lets have a look at how the elements of the branding platform (name, positioning statement & meaning, style and logo) can enhance your brand in relation to your website.
This first element is vital and crucial as an identifying factor online and offline. SEO plays an important role in relation to your online presence and your name and your web address, because it needs to be in the forefront of users thinking and preferably at the top of the list when they search for the services or products you are offering. Its important to highlight that having a good online presence does not automatically mean that you need to be number one on Google, rather it means that its important to create a short and easy to remember URL so that the users will type in your address straight away.
Positioning statement & meaning
This is an aspect of your branding that can easily be applied and changed. It is concerned around your identity as a site. A positioning statement states the who, what, why and how of your business. Therefore, if you know your target audience, you can optimise your site for that particularly type of user. The meaning of your positioning statement looks in to how relevant your site is in relation to your target audience; does it appeal to them, does it achieve your prime focus and follow your values? Is your site up to date and consistent with current browser and web development advances?
Online analytics can help you establish your positioning statement. Reasons being that online analytics are highly valuable, and much easier to collect than running a survey in your store or on the street. When researching demographics, testing various site designs on real customers as well as exploring the tastes of consumers can so easily be done online. And therefore, finding information that can guide you towards establishing your positioning statement is now easier than ever due to the online world. The joy of online analytics is that it takes no time at all to change the way your site looks or behaves in order to optimise your statement, which means that you can act quickly on your findings and research.
This is concerned about having a consistent look across all forms of branding. It is related to the overall feel of the visual representation that your users and visitors will see when visiting your site. The key aspect here is to keep it consistent across all branding activities for the purpose of promoting a cohesive brand that your users will recognise. So when your target audience sees your advert in the newspaper, they will automatically remember parts and be familiar with parts of the style of the advert (colour, fonts, layout, logo) when they come across your website online. This will result in a feeling of familiarity and trust with your brand, due to the brand consistency across all platforms.
After your name, the second to biggest identifying factor for your brand is your logo. It should be a style that represents your positioning statement, and more importantly it should work as an at-a-glance reference point towards your brand and business and anything your site is associated with. When it comes to putting your logo online and on your website, it needs to be recognisable straight away.
Have a think about how your website reflects your brand, and what it signals. Ask your friends, your family to give their honest feedback as to how they think your website comes across. What does it signal? Are the colours up to date? And is the feedback you got not in line with your positioning statement and meaning? We at Kimberley-Jane Design can help you reshape and sharpen your website and brand image so that it fits with your statement and desired brand identity.
Here at Kimberley-Jane Design we are passionate about enhance brand identities through developing websites. Call us today, on 0121 448 4776 if you would like to receive advice on your current situation – we are always happy to help.