When deciding to revamp or develop a company website, it is important to maintain a consistent brand identity. Brand identity is the overall image your customers associate with your company and its products; however, not only is the visual image important, but word choice also sets the tone for your business: corporate or friendly; serious or humorous. Attributes such as these team up to create an emotional or emotion-less perception of your company.
Positive perceptions in brand building require the consideration of several key components: positioning, tone, logo, color, font styles, and graphic standards. Think of these components as the six attributes for creating an aesthetically pleasing website.
- 1. Positioning: In brand building, positioning refers to a short, to-the-point statement customers use to summarize your company.
- 2. Tone: Remember those dreaded English classes? Tone is achieved by the use of adjectives and appropriate word choice; therefore, through your written or spoken language, and internal actions, you craft imagery that makes lasting impressions for your brand.
- 3. Logo: A logo exemplifies a company name with a graphic that is appropriate and understandable for all methods of communication.
- 4. Color: Colors trigger certain emotional responses and create a tone, as well. For example, our logo was designed to conjure trust and optimism (blue and orange). Be sure to develop a set of colors, primary and secondary, for consistent use that visually promotes your brand and your core values. Click here to see more color meanings for business.
- 5. Font syles: As with colors, fonts, too, convey meaning: whimsical, stern, eloquent, and so forth. Whichever font style you select, be consistent throughout the branding process.
- 6. Graphic standards: Develop a set of rules that create a consistent look for all materials in all media. Once in place, you have defined logo placement, graphical element requirements, imagery guidelines, font styles and sizes, and standardized address blocks for future branding.
To see how the six attributes work together, check out Sweaty Bands, a client site that we recently launched, and note the following:
- 1. “OMG…they don’t slip!” The short statement highlights the selling point of their products.
- 2. The adjective “sweaty” sets a tone of physical exertion, appropriately creating a mental image of the use of their product.
- 3. Notice the Sweaty Bands logo; its design allows for flexible use in any method of communication.
- 4. The use of black signifies power while pink conveys feminism; therefore, visitors to the website sense the users of the Sweaty Bands products to be powerful and athletic / fitness-focused women.
- 5. The fonts used are as playful as the users of Sweaty Bands products.
- 6. The graphic guidelines are consistent throughout the website. Use of fonts, logo placement, and colors remain the same from page to page – no surprises as the potential or repeat customer navigate through the Sweaty Bands website.
By following the six attributes for creating an aesthetically pleasing website, you build a professional, well-balanced, and clear website, but how can you really know if the guidelines are effective? Survey your clients, poll your visitors, and query your advertisers. The feedback you receive is instrumental in determining the success of your branding efforts.
Whether you are revamping your current website or developing a new one, start your brand building efforts today. Contact us for a one-hour, free consultation to learn how we can help advance your web presence.