Brand Expression On Your Website
Your Brand is Embedded Throughout Your Website
We’ve been to known to write about how a brand is more than a logo. A brand is a full sensory experience, encompassing everything from the full suite of visual elements used to express a business ’s mission and values to the sights, smells, and human interactions of visiting a brick-and-mortar store.
On your website, your brand is expressed largely through the suite of visual elements that make your brand identity. However, it’s also the nuances of the communication and interactions on your site that create a brand experience. When creative agencies like Markon create sites for businesses we have to take all of the attributes of your brand into account.
Brand Elements on Your Site
Visuals: The most obvious brand element on your website should be your logo. Your website should be marked with your logo as any other brand or marketing asset would be. However, your logo shouldn’t be the only visual element to speak to your brand on your website. It’s important for modern brands to develop a photographic aesthetic when conveying their message through images. We often urge our clients to develop a sense of composition unique to their brand. This is incredibly important in our visually driven world. Having a suite of photographs that are recognizable in the style of your brand will help your audience identify your content wherever it’s published, be it on your website, social media, a blog, or in print.
Tone: Entrepreneurs set their brand’s tone once they begin communicating in a certain style. It’s important for entrepreneurs to be intentional in how they communicate for their brand, being sure to distinguish between their own individual style and the one best for growing their company. However the brand’s style comes to be, it exists, and it should be interwoven throughout the entire website. This tone should be consistent across channels, too. So, if a potential customer finds your brand on Facebook the tone they find there should be similar to the one found on your website. Tone is an incredibly human attribute so it’s okay if your brand’s tone is complex. Our own tone can oscillate from casually-serious to chatty-fiery. Determine what your brand tone should be and learn how to use it.
Style: In this case, we are referring to style as the general layout of the content on your website. Style, in a sense, can be an extension of tone. It can be formal, casual, linear, or fluid. As designers, part of the style choices we make are informed by the tone of voice your brand uses to communicate. The rest is determined by what will make the website the most usable to your audience, naturally.
Function: What your audience can actually achieve on your website speaks to your brand as well. Is your brand about modern, convenient experiences? Do you offer information freely, or do you prefer it to be behind an email gate? The functionalities we implement on your website speak to the kind of experience you intend for your audience. If you want your customers to be able to schedule an appointment on your website then odds are your brand is about efficiency, convenience, and responsiveness. If you prefer to make them call you during business hours, well . . . you could say your brand is about human interaction, but people could also say your brand is about gatekeeping access to your services.
Experience is Everything
It’s rare that a person converts to a customer because they loved the way a navigation was displayed, or that a logo was well-placed. They might convert if a search feature leads them to the right content and the tone and look of the site feel right. When it comes to a website, it’s the complete experience that matters - that’s what customers are mentally processing. It’s because of this that our own web design process involves a fair amount of research before we even begin to map out a website. Even for simple, small websites, the greater the attention to detail and intentionality, the more successful the website will be overall.