Crafting a quality website is like designing your brand. Every aspect of what your brand stands for must be included on the page, including the right color, emotions, services, and benefits. Your website is the ultimate online testament to what makes you unique.
When a visitor comes to your site, you have succeeded in getting their attention. Now, you must convince them of why you are unique. What makes your tree stand out in the forest?
Below we discuss the different aspects of your site that allow you to design your brand on your website.
Who are you talking to you on your website?
All other branding and design questions stem from this one question. A toy maker and a banker do not talk the same way in real life. Why would they have the same website online? Plus, I would guess that they have two very distinct audiences aside from the eight year old saving every penny they find to save at the bank for their new action figure with the coolest gadgets and kid envying features available.
I doubt this audience is large enough, so figure out who will make or break your business. Then make your site enticing for those dream clients to visit you.
If you get nothing else from this article, please remember this:
Designing your brand on your site is not about making things pretty. You design your brand by discovering what your clients want.
For example, I deal with a number of Gen X and Baby Boomer small business owners. They want a simple solution to their online marketing queries. Fancy ideas generally do not fly, because most of them are not computer savvy enough to understand the full implications of how different internet marketing strategies work.
Most are brilliant entrepreneurs who just want someone to help them get it started. They know they need it, but are not sure how to do it. That is where I come in.
Any site I create for my clients is not a piece of art. Instead, my site is an elegant, professional website with larger fonts, fewer words, and highlights to key topics. Nothing else is necessary for me to cater to my market.
Have you ever noticed that out of the top six social networks: Facebook, Twitter, LinkedIn, Google+, YouTube, and Pinterest –
all of them have a white background?
Three of them have logos with a blue background and white text, and two of them are red with white text. The only exception is YouTube, which has a red and white logo with black and white alternating text.
However, this phenomenon is not exclusive to social media: PayPa: blue and white logo with white background; Chase: blue logo with white background; Bank of America: red and white logo with white background; Walgreens: red and white logo with white background; Google search: red, green, blue, and yellow logo with white background. Amazon bolts the trend with a orange and black logo with a white background.
But wait, there’s more! This is not just a US thing. RenRen, one of China’s largest social networks has a red, white, and blue logo with a white background as well. Same with China’s largest search engine, Baido.com. Vk.com, Europe’s largest social network, veers off a little with their Blue and white theme.
The reality is that most websites in the world are simple sites with basic hues of primary colors. Yes, there are sites like Logitech with its teal overtones that do very well. However, primary colors do extraordinary well.
Why? Well, we are comfortable with primary colors, since we all know their names. I know this might seem basic, but pander to people’s emotions. No one wants to feel stupid on a site. Instead, they want to feel confident that this site wants them to join them in whatever adventure they are running.
Just like offline, salespersons for years have noticed that “mirroring” works in selling to their customers, matching your sites mood to colors works online. Use basic colors that everyone likes to launch your business, and you will have more people appreciate your presence.
The only exception to this rule is if you are in an artistic field where you need to color up the site for demonstration purposes. In that case, keep the colors useful.
Do you provide your clients with something valuable enough for them to turn over their credit card and pay you for your services?
Take 522 Digital’s value proposition. Their value proposition is to get behind your brand. How do they do that? They ask the right questions to help you develop your story.
In the end, if you do not offer a strong enough value proposition, your brand will not succeed because you do not offer enough value for prospects to become clients. That is why so many companies fail. They do not fail to provide a distinct brand. They fail to offer something of significant value to be useful to consumers.
If your target market does not see the need in using your services they will go somewhere else, or just bypass your offer altogether.
That is why we continue to go to Google for search, because we know they have created a valuable service for free. In exchange for ads throughout your search, Google allows you to search the internet for free. This is their value proposition. One which made them billions of dollars.
At the same time, you use Tide Detergent, because you know that your clothes will smell fresh and have the same quality ingredients for every use.
Bringing Your Web Brand Together
Designing your brand online has more to do with creating a cohesive image of how you can help people rather than the colors you use. However, when you put together the right look and feel of your site with a good understanding of your target market then you will find a quality combination that can lift your business to heights yet unseen. Your website is the place where you can tie all the different elements of your brand together.
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